ROLE OF VARIETY PRODUCT, COMFORTABILITY, AND CREDITABLE IN CONVENIENCE STORES OF CHINESE TOURISTS IN THAILAND

Abstract

The research was to investigate the role of variety products, comfortability, and credibility
in convenience stores of Chinese tourists in Thailand. The conceptual framework was
developed from the literature review, survey, and other contemporaneous research in human
resource management. Accordingly, the researchers consider the importance of variety
products, comfortability, credibility, facility, location, and purchase intention.
In this, the researchers employed the quantitative research approaches. The instruments of
research were the steps of a questionnaire. Data were collected from 385 people who buy
something in the convenience stores. The data collected were analyzed using descriptive
statistics as mean, standard deviation, and percentage on the basis of observing the actual
variety of products, comfortability, credibility, facility, location, and purchase intention studied
through all operational links in marketing management. Findings are applications of variety
products, comfortability, creditable, facility, location, and purchase intention is high-level.