DISTINGUISHING DIFFERENCES IN PURCHASING BEHAVIOR OF BAKERY PRODUCTS BETWEEN BRICK-AND-MORTAR STORES AND SOCIAL NETWORK STORES

Abstract

Abstract—In the ever-evolving landscape of consumer behavior, the bakery sector in Thailand undergoes a significant transformation as traditional brick-and-mortar stores coexist with the rise of social network stores. This study aims to discern the nuanced differences in purchasing behavior among Thai consumers, investigating the factors influencing their choices between the sensory charm of brick-and-mortar stores and the digital convenience offered by social network platforms. A mixed-methods research design was employed, combining quantitative surveys and qualitative in-depth interviews. A diverse sample of Thai consumers, spanning various demographics and purchasing behaviors, participated in the study. The quantitative phase utilized structured questionnaires to gather demographic data, preferences, and factors influencing the choice of purchasing channels. The qualitative phase involved in-depth interviews to capture cultural nuances and provide a deeper understanding of participants' experiences. The findings revealed distinct patterns in purchasing behavior. Brick-and-mortar stores were favored for their cultural connections, sensory experiences, and community ties. In contrast, social network stores attracted consumers seeking convenience, a diverse range of bakery options, and cost-effective choices. Cultural influences, convenience factors, pricing perceptions, and the role of social media emerged as key influencers in shaping consumer preferences.