การส่งเสริมการขายที่มีผลต่อผู้บริโภคในการซื้อสินค้าจากร้านสะดวกซื้อแฟรนไชส์ ในจังหวัดเชียงใหม่

Abstract

This study is conducted to explore sales promotions afflicting customers towards product purchasing from franchised convenience stores in Chiang Mai Province. A questionnaire was utilized to collect data from the sample group of 400 selected by convenience sampling. The data acquired was analyzed by descriptive statistics including the frequency, percentage, and mean to analyze the in-store shopper behaviors, the participation behaviors towards sales promotion activities, and the components of sales promotion programs affecting the consumer participation in sales promotion activities of franchised convenience stores in Chiang Mai Province. Inferential statistics consisting of independent sample t-test, One-Way ANOVA, and Scheffe's method were also used to test pairwise difierences.by Chiang Mai University The study revealed that the majority of the questionnaire respondents were single female students aged between 23 and 35 years. Most of them possessed a secondary school certificate and their monthly salary was from 10,001 to 20,000 baht. In addition, the study showed that most of the respondents visited 24-hour convenience stores two or three times a week. They spent from 101 to 300 baht for each purchase or service. They visited the stores from 12.00 p.m. to 06.00 p.m. Beverages, such as water, tea, coffee, energy drinks, milk, ice, and alcoholic drinks, were popular store products. For every purchase, customers participated in the sales promotion activities provided by the franchised convenience stores. The average payment they made to purchase products promoted in sales promotion activities was between 51 and 100 baht. A discount price was the sales promotion activity in which customers would like to participate. They heard the store sales promotion activities from their acquaintances. Concerning the incentives to participate in sales promotion activities of the franchised convenience stores in Chiang Mai Province, it found out that the questionnaire respondents participated in the sales promotional incentives as follows: 1. Sales promotions with financial incentives It showed that the respondents almost always participated in the following activities: "Purchase the second item with special price", "Purchase a product with special price" and "Bulk purchase with special price" respectively. 2. Sales promotions with product offers It revealed that the respondents often participated in the following activities which were "When you spend 40 baht, purchase a minimum of 20-baht call-time refill card of all mobile network operators, or make a bill payment via counter service, you will grab a chance to redeem a product item from 7-Eleven convenience stores with special price. Furthermore, they almost always participated in the "Buy one get one free" activity. 3. Sales promotions with other offers It showed that the respondents often participated in applying for All Member membership, playing a matching game in 7-Eleven Application to earn a discount coupon, sending an end receipt code to win a trip to the World Cup, adding Line store official account as a friend for a lucky draw, and sending a photo of a receipt to win prizes respectively, Concerning the components of sales promotion programs affecting the consumer participation in sales promotion activities of franchised convenience stores in Chiang Mai Province, the results were as follows: 1. The component of an incentive size of a premium product Products not available to purchase affected the customers' decision-making in participating in sales promotion activities at a high level. 2. The component of sales promotion conditions for participation Loading the application and scanning a QR code on a receipt with the 7-Eleven application before playing games to win prizes had an effect on the customers' decision-making in participating in sales promotion activities at a high level. 3. The component of using several sales promotion tools Storefront billboards at 7-Eleven branches affected the customers' decision-making in participating in sales promotion activities at a high level. 4. The component of the length of sales promotions Creating a sales promotion lasting for one month to win a MG3 car and the one to stand a chance to win the iPhoneX every week affected the customers’ decision- making in participating in sales promotion activities at a high level. 5. The component of the timing of sales promotions A sales promotion, for example, grabbing a chance to win a camera or a notebook on Valentine's day affected the customers* decision-making in participating in sales promotion activities at a high level.