พฤติกรรมผู้ซื้อสินค้าของตลาดสดทวีโรจน์ อำเภอแม่ริม จังหวัดเชียงใหม่

Abstract

The purpose of this Independent Study was to study the buyer's behavior at Tweeroj Wet Market, Mae Rim District, Chiang Mai Province. The data were collected by using a questionnaire as a tool, from the people who use the Tweeroj Wet Market service. Due to the exact population was unknown, W.G. Cochran's formula was used to determine the sample size at the 95% confidence level, resulting in a sample size of 385 people. The data were collected for 7 days, 55 people per day and allocate into 3 times a day at 12.00 -16.00 hrs., 16.01-19.00 hrs. and 19.01-24.00 hrs. according to the proportional quota of service periods. The theoretical frameworks used in this study were Retailing Marketing Mix Theory and Consumer Behavior Model (6W1H). Data, then were analyzed by using descriptive statistics consisted of Frequency, Percentage, Mean and using Inferential Statistics namely by t-test (Independent-sample t test) The level of statistical significance was set at 0.05, to compare the average of Retail Marketing Mix factors. Categorized by customer groups to test the differences. The study results, discussion, findings and recommendations were summarized as follows: The study found that most of the respondents were female, aged 19-30 years old, single, holding bachelor's degree, and working as school or college students. They had an average monthly income less than 5,000 baht, place of work or study were located in Mae Rim District. The reasons to shop at Tweeroj Wet Market because it was convenient to commute to. The number of visits to Taweerot Wet Market per week was more than 7 times, and spent the amount of 101-300 baht per time. Usually come with 2 friends at a time. Mostly come on weekdays which was Mondays through Fridays, around 16.01-19.00 hrs. and use food court zone and order made to order food, such as Pad Thai, Noodles, Papaya Salad and shop at 7-Eleven store. The most influential person in deciding to shop at Tweeroj Wet Market service was themselves, knowing the source of information about Tweeroj Wet Market through friends or acquaintances. The respondents were most satisfied with the products and services that they bought in the food court zone. The Marketing Mix aspects affecting the decision to use Tweeroj Wet Market service were found to had an effect on the purchasing at a high level in all factors. The aspect with the highest average was the People aspect, followed by the Process, Physical Evidence, Price, Product and Promotion aspect, respectively. For Product aspect, it was found that the product sub-factors that affected the decision to shop at Tweeroj Wet Market with the highest average of the top 3 were food safety, in term of cleanliness and services, the standards and quality of products and lastly, the service and product freshness. For Price aspect, it was found that the price sub-factor that influenced the decision to shop at Tweeroj Wet Market with the highest average of the top 3 were having other forms of payment, such as paying via mobile banking, QR code and Alipay. Shops were selling the products in the same price to all customers and set the price appropriate to the quality of products and services. For Process aspect, it was found that the process sub-factors affected the decision to shop at Tweeroj Wet Market with the highest average of the top 3, namely, convenient location, the location was easily spotted and the opening hours were from 8:00 hrs. to 22:00 hrs. For Promotion aspect, it was found that the marketing promotion sub-factors influenced the decision to shop at Tweeroj Wet Market with the highest average of the top 3, namely, various recreational activities on a regular basis, such as live music, open-air movie screenings, giving discounts. Organize activities to present products and services on a regular basis, such as giving away cloth shopping bags and cutout medias were displayed clearly below the market name, such as a billboard or banner. For People aspect, it was found that the sub-factors of people affected the decision to shop at Tweeroj Wet Market with the highest average of the top 3, namely, the sellers had good interpersonal skill and friendly, talking politely with manners, and the sellers were Thai, therefore had knowledge and ability to explain products and services well. For Physical Evidence aspect, it was found that the sub-factors in terms of product and service presentation had an effect on the decision to shop at Tweeroj Wet Market with the highest average of the top 3, namely zones arrangement and clearly divided product categories. There was a suitable time for services. And the shops displayed products by price to make purchasing decisions easier.