RETAIL MANAGEMENT INFLUENCING CONSUMER’S BUYING BEHAVIOR : A STUDY OF CONVENIENCE STORES IN AKHONPHATHOM.

Abstract

              The objective of this research is to study the retail management and consumer’s purchase behavior toward the convenience stores in Nakhonphathom. The samples were 400 consumers in Nakhonphathom who have purchased products from convenience stores. Questionnaires were used in the data collection. The data were analyzed by the methodsof percentage, means, standard deviation, T-test, One-Way Analysis of Variance and Chi-square test.
The research results found that most sample groups : Most of the respondents acknowledge that convenience stores contain the attributes of services, products selection, convenience, physical evidence and product quality at the high level. The results of the hypotheses testing at the statistical significance level of 0.05 are as follows: Consumer’s purchasing behavior in terms of the average spending has relationship with age, occupation, perceived services, perceived convenience, perceived physical evidence and perceived product quality. Consumer’s purchasing behavior in terms of the average shopping frequency has relationship with gender, age, occupation, perceived convenience and the perceived physical evidence. Consumer’s purchasing behavior in terms of name of the selected convenience stores has relationship with age, education, average monthly income and perceived product quality. Consumer’s purchasing behavior in terms of the purchased products category has relationship with gender, occupation, perceived services, perceived products selection and physical evidence. Consumer’s purchasing behavior in terms of the time of purchase has relationship with age, education, occupation, average monthly income, perceived products selection, perceived convenience and perceived product quality.