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Factors Affecting the Consumer Decision-Making Process from Community Retail Shops in Thasai Sub-District Municipality Area, Muang District, Chiang Rai Province

WMS Journal of Management

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Title Factors Affecting the Consumer Decision-Making Process from Community Retail Shops in Thasai Sub-District Municipality Area, Muang District, Chiang Rai Province
 
Creator Srichumpa, Pimpika
Atawongsa, Sutheera
 
Subject —
Consumer Decision-Making Process, Community Retail Shops, Service Marketing Mix
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Description The purposes of this study were: 1) to compare the differences of the demographic factors towards the process of the decision to buy products from community retail shops 2) to study the level of marketing mix factors and the level of consumer decision-making process 3) to study the marketing mix factors affecting the consumer decision-making process. The research was conducted in Thasai Sub-District Municipality, Muang District, Chiang Rai Province. The samples consisted of 400 respondents who used to buy products from community retail shops. The data were statistically analyzed by using Frequency, Percentage, Mean, Standard Deviation, T-test, one way ANOVA and Multiple Regression Analysis.            The research results were: 1) The opinions of consumer decision-making process to buy products from community retail shops, age, education, occupation, monthly income and marital status were significantly different 2) The level of marketing mix factors revealed that Process was ranked at the highest level, followed by Product and People respectively 3) The level of consumer decision-making process was found that Post purchase behavior, Information search, and Purchasing were respectively ranked. 4) The marketing mix factors, Price, People, Physical evidence and Product were found to be affecting the consumer decision-making process to buy from community retail shops.
 
Publisher WMS Journal of Management
 
Contributor —
 
Date 2017-09-24
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Original Articles Commentary
 
Format application/pdf
 
Identifier http://www.tci-thaijo.org/index.php/wms/article/view/99789
 
Source WMS Journal of Management; Vol 6, No 3 (2017); 64-71
2286-718X
 
Relation http://www.tci-thaijo.org/index.php/wms/article/view/99789/77529
 
Rights Copyright (c) 2017 WMS Journal of Management
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