พฤติกรรมผู้บริโภคในการซื้อสินค้าจากร้านค้าปลีกรายย่อยในอำเภอเมืองสมุทรสาคร

Abstract

The purpose of this independent study is to examine behavior of consumers and retailing mix affecting purchasing of goods from small retail store in Mueang Samut Sakhon. A set of questionnaires was distributed to 300 consumer who purchased goods from small retail store using quota sampling technique and analyzed by descriptive statistics to assess frequency, percentage and means. The results found that most of the respondents were females, age between 20-29 years old, single, secondary education/vocational as the highest level of education, working in private company and having the average monthly remuneration in range of THB 10,000-20,000. The behavior of consumers towards buying goods from small retail stores in Mueang Samut Sakhon found that most of the respondents purchased goods for themselves, the average customers visiting the store were oneself, the most popular items were beverage products, the average purchasing were 3 items per time, and the average cost were THB 51-100. Most of them decided to purchase at small retail store because the short distance from their house. On the contrary, the others preferred the available to a few product. The family members had the influence on their purchasing decision, most of them visited the store alone, and purchasing frequency was approximately every day and purchasing time were Monday- Friday from 16.01-19.00. In daily life, respondents purchased goods from modern small retail store and purchased from small retail store when they found that their goods was out of stock. Besides, they finding goods by themselves, and paid by cash. The results of the study of retailing mix affecting consumer in buying goods from the small retail store in Mueang Samut Sakhon district indicated that 3 sub factors of retailing mix with highest mean score were courtesy of seller (People), the owner greeted recognized correctly (People) and price does not change (Price).