พฤติกรรมของผู้บริโภคอำเภอเมืองเชียงใหม่ต่อการใช้บริการศูนย์การค้า

Abstract

The purpose of this study was to study the behavior of consumers in Mueang Chiang Mai District towards the use of shopping center services using the service marketing mix concept (7Ps): product, price, place, promotion, people, process, and physical evidence. Data were collected from 400 consumers in Mueang Chiang Mai District, who used the services of shopping centers from May to November 2022, by using a questionnaire. Data were analyzed using descriptive statistics consisting of frequency, percentage, mean, and rating scale. Inferential Statistics was used for the Analysis of Variance (ANOVA) between the differences of occupational and income factors, cost of service per time period, and the service marketing mix in all seven aspects to compare the mean level of the importance of the service marketing mix of the consumers’ behavior in Mueang Chiang Mai district towards the use of shopping center services. Least Significant Difference (LSD) was also used to explore the mean that was significantly different at the 0.05 level. The results of the study showed that most respondents chose to use service at Central Festival Chiang Mai shopping center. The reason for choosing the shopping center was because it was close to their home and work place. The products or services that were most likely to be purchased were food and beverages. The frequency of using the shopping center was 1-2 times a month. Service using dates were Fridays or public holidays around 7 p.m. until the closing time of the shopping center. They often went to the shopping center alone and decided to use shopping center services by themselves. Each time, they spent around 1,000 – 5,000 baht at the shopping center. The findings of the level of importance for the service marketing mix in seven aspects affecting the consumers’ behavior in Mueang Chiang Mai District towards the use of shopping center services showed that the overall importance of all seven aspects was at a high level. The results were arranged in descending order of average as follows: The process factor had an average of 4.15, followed by physical evidence 4.14, people 4.07, place 4.01, product 3.87, price 3.81 and promotion 3.76, respectively. When comparing the mean level of importance for the service marketing mix of the consumers’ behavior in Muang Chiang Mai District towards the use of shopping center services by using ANOVA of the mean differences classified by occupation groups, incomes, expense and the seven aspects of the marketing mix, it was found that there were no significant differences in occupation groups at the 0.05 level. The service marketing mix factors having significant differences at the 0.05 level classified by income were promotion and people. Cost of service per time period group was not statistically different at 0.05 level. Regarding the results of a study on consumers’ behavior in Mueang Chiang Mai District on the use of shopping center services, those interested may use them to design a service marketing mix strategy to suit the target group. However, during the study, there was an impact from the COVID-19 epidemic; the study was designed according to the situation. Therefore, interested parties should study all the information before using the data.