ปัจจัยที่มีผลต่อการส่งเสริมอาชีพการขายสินค้าและบริการ: กรณีศูนย์การค้า มาลินพลาซ่า เชียงใหม่

Abstract

This study was to examine the factors affecting the promotion of good and service selling career promotion at Malin Plaza Chiang Mai. The population was of about 380 consumers who came to buy goods and services at Malin Plaza Trade Center, Chiang Mai during 6.00-10.00 p.m. The instrument used in the study included the convenience sampling selection using five level multiple choice Likert scale questionnaire composed of 2 parts, namely, Part 1 was the questionnaire asking for the respondent’s general information, and, Part 2 was the questionnaire concerning the factors affecting the promotion of goods and service selling. The findings reveal that the consumers who had come to buy goods and services at Malin Plaza Chiang Mai were female below 20 years of age with bachelor degree education residing near the trade center having less than 15,000 Baht income, buying goods and services less than 1 time per week in average, The type of goods and services they had chosen to buy was cloth with the price ranging between 200 and 300 Baht. Concerning the factors influencing the consumer the most at each aspect, it was found that the factors influencing the consumer’s selection of goods and service was the first factor, followed by the one concerning the selling personnel, and the one on selling procedure, respectively. The factors concerning the process and other environments had equal impact. The factors on physical appearance, price, and those influencing the consumer’s decision to buy had influence the least. The process of making decision to buy goods and services at Malin Plaza Chiang Mai, was found that, in making each of the decision to buy, the consumers decided to buy the goods they wanted to use the most basing on the information passed on to them by others leading to their decision to buy each item. Examining the information of all aspect was needed be done to get the information required to assure the entrepreneur’s guideline to promote his or her business further.