ความพึงพอใจของนักท่องเที่ยวชาวไทยที่มีต่อส่วนประสมทางการตลาดค้าปลีก ถนนคนเดินกาดกองต้าจังหวัดลำปาง

Abstract

The goal of this independent study was to determine how satisfied Thai tourists were with the retail marketing mix. Lampang Province's Kad Kong Ta Walking Street. Data was obtained by accident from a sample of 400 people using a questionnaire, and the results were evaluated using inferential statistics. It is based on the idea that the two populations' means differ. (Independent-Sample T-test), Tourists' preferred place. For the age of the tourists, a one-way ANOVA (F-test) was used. and pairwise comparisons utilizing Sheffe's Post hoc Comparison approach, based on two assumptions concerning Thai tourists' satisfaction with the shop marketing mix, classified by tourist's domicile and age. The study's findings can be summarized as follows. The majority of the respondents were female, aged 21-30, single, and had a bachelor's degree, according to the study's findings. Employee in a private company's occupation Have a monthly income of 5,000-10,000 baht and be a Lampang resident. In the last six months, how many times have you traveled more than 4 times, Time of service 18.00 – 20.00, 1 - 2 hours of service When joining the service, the amount spent on goods or services is between 500 -1,000 baht. In Jewelry, Costume and Learn about the latest news from the tourist destination. Tour Thai people place importance on the trade mix at a high level, with the majority of the valuable retail marketing mix at the highest level. Were Product followed by Price, People, Place, Promotion, And Presentation. respectively. Product The top three respondents gave the highest satisfaction level, i.e., the patterns of goods in the Kad Kong Ta Walking Street were colorful, the quality of the products, and the selection of goods in a variety of quality. In terms of Price, the respondents gave the top three satisfaction levels. The products of the shops in Kad Kong Ta Walking Street come in a variety of price levels. The price is cheaper than other places and there are clearly marked prices on the Kad Kong Ta pedestrian street. People, the top 3 respondents gave the highest satisfaction level. Employees, merchants or vendors in Kad Kong Ta Walking Street showed manners, manners, and expressions. good for service Provide accurate and clear information about shops in Kad Kong Ta Walking Street to customers. and goodnatured, friendly, smiling Place Respondents gave the top three satisfaction ratings. Kad Kong Ta Walking Street is in the business district and close to well-known tourist attractions. Promotion The respondents gave the top three satisfaction levels. There were advertisements for visiting Kad Kong Ta Walking Street in offline media. Shop signs in Kad Kong Ta Walking Street attract shoppers. There is publicity through various media in Kad Kong Ta Walking Street. and the Presentation The respondents gave the top three satisfaction levels. The store's layout in Kad Kong Ta Walking Street was beautiful. eye-catching is divided into product zones And there are signs to help you find the products you want easier. The test results showed that Satisfaction of Thai tourists on different retail marketing mixes Classified by age, i.e. product, price, place, promotion and people. and the satisfaction of Thai tourists on different retail marketing mixes. Classified by domicile such as products, prices, place, promotion and presentation at a significance level of 0.05