ทัศนคติของผู้บริโภคในอำเภอเมืองสมุทรสาครที่มีต่อร้านค้าปลีกแบบดั้งเดิมและร้านค้าปลีกสมัยใหม่

Abstract

This independent study aimed to investigate attitude of consumers in Mueang Samut Sakhon district towards traditional versus modern retail stores. Data were collected from 300 consumers, who resided in Mueang Samut Sakhon district, and purchased products from both traditional and modern retail stores. Questionnaires were used as the tool to collect data. Data analysis was conducted by the use of descriptive statistics, consisting of frequency, percentage, and mean, and T-Test to verify mean values of 2 groups. The finding presented that respondents were female in the age of 31-40 years old. Their highest education background was diploma and high vocational certificate levels. They worked as private company employees, earned monthly income at 10,001-20,000 Baht in average, and were single. The studied results on attitude towards traditional retail store were shown as follows. The cognition of respondents was ranked in an agree level towards the availability of instant food products being distributed. In affective approach, the respondents had the highest level of opinion towards variety of product types as found in product factor, reasonable product price as found in price factor, convenient location as found in place factor, advertisement on the store’s signboard as found in promotion factor, appropriate manners of the staff as found in people factor, and effective product placement as found in physical evidence factor. For the study on behavior trend approach, the findings suggested that the respondents mostly tended to purchase beverage type of product. The studied results on attitude towards modern retail store were shown as follows. The cognition of respondents was ranked in an agree level towards the availability of beverage products such as drinking water, soda pop, and soft drinks being distributed. In affective approach, the respondents had the highest level of opinion towards variety of product types as found in product factor, clear price tag as found in price factor, appropriate service hours as found in place factor, advertisement on website as found in promotion factor, proper dressing of staff as found in people factor, and appropriate product placement according to its category as found in physical evidence factor. For the study on behavior trend approach, the findings suggested that the respondents mostly tended to purchase beverage type of product. The comparative study on attitudes of respondents towards traditional and modern retail stores as conducted by the application of T-test showed that there were differences found in the studied approaches as follows. In cognitive approach, the modern retail store could be found easier, especially at workplace area. In affective approach, the mean values of traditional and modern retail stores were different with details described hereafter. In product factor, the mean value of modern retail store was higher than the traditional one in regard to quality of products distributed. In price factor, the mean value of traditional retail store was higher than the modern one in regard to price negotiability; while the mean value of modern retail store was higher than the traditional one in regard to reasonable price. In place factor, the mean value of modern retail store was higher than the traditional one in regard to convenient location. In promotion factor, the mean value of modern retail store was higher than the traditional one in regard to advertisement on television medium. In people factor, the mean value of modern retail store was higher than the traditional one in regard to proper services from staff. In physical evidence factor, the mean value of modern retail store was higher than the traditional one in regard to appropriate display of the store front. In behavior trend approach, the results suggested that the respondents tended to purchase instant food products from the modern retail store.