ความคาดหวังของร้านค้าปลีกในเขตบางขุนเทียนต่อบริการของ ผู้แทนจำหน่ายนมพาสเจอร์ไรซ์

Abstract

This independent study aimed to examine the expectation of retailers in Khet Bang Khun Thian towards services of pasteurized milk distributors. The population included the owners of retailers selling pasteurized milk in Khet Bang Khun Thian. Convenience sampling method was used to draw samples of 150 respondents to answer the questionnaire. Data analysis was done by the descriptive statistics: frequency, percentage and mean. The findings showed that most respondents were female in the age of 40-49 years old, married, secondary level of education. They were the retail store owners with average monthly gross sales of all product types in the range of lower than 70,000 Baht; the average monthly gross sales of pasteurized milk product in all brands were in the range of lower than 7,000 Baht. They had operated their business for 5-6 years and the store location was mainly in the community area. Besides the pasteurized milk, the product types distributed in their shop included non-alcohol beverages, snacks, and drinking water. In their stores, major brands of the pasteurized milk were Dutchmill and Betagen; however Dutchmill was the top sales brand. When ordering pasteurized milk, the order size was 24 bottles with the frequency of 3 times a week and 2 times a week. The order amount was in the range of 201-300 Baht. Regarding the results of the study on expectation of retailers in Khet Bang Khun Thian towards services of pasteurized milk distributors, the respondents rated high level of expectation towards place and product factors; and moderate level of expectation towards price and promotion factors. In product factor, the respondents had high expectation towards the top 3 elements as follows: product fame, beautiful and modern package, and the label with clear information of product nutrition and manufacturing and expired dates, respectively. In price factor, the respondents had high expectation towards the top 3 elements as follows: clear retailed price tag, cheap and competitive price comparing to other brands of the same product, stable price, respectively. In place factor, the respondents had high expectation towards the top 3 elements as follows: delivery service, punctuality of product delivery, and rapid product delivery, respectively. In promotion factor, the respondents had high expectation towards the top 3 elements as follows: media advertisement such as television and radio to promote product to consumers, good attention of salesperson to visit the shops regularly, and to have actors, singers or other famous people as the product’s presenters, respectively.