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Abstract

This independent study aimed to examine behavior of consumers in San Sai district, Chiang Mai province towards receiving services at modern trade retail stores. Questionnaires were used as the tool to collect data in the period of May to June 2015 and were distributed, according to convenient sampling method, to 400 samples who were the people residing in San Sai district, Chiang Mai province and were in the age of over than 18 years old. Data obtained were, then, analyzed by the descriptive statistics, including frequency, percentage, and mean. The findings presented that most respondents were female with bachelor’s degree. They stayed with family and traveled to the modern retail stores by car. They were 20-29 years old and worked as private company employee. The majority earned an average of monthly income at the amount of 10,001-15,000 Baht. They mostly purchased consumer products and electric appliances at Tesco Lotus, Ruam Chok branch, clothing, shoes, fashion products, accessories, and cinema ticket at Central Festival, medical devices, medicines, and medical supplies from specialty stores, and foods at general restaurants. They did not receive services from the bank; but mostly did bill payment for services and insurance, and received salon services and services from dietary institute, as well as took extra tutorial courses at the modern trade retail stores; followed by the Central Festival. Reason of receiving services from the modern trade retail stores was the variety of products to be offered. Person accompanying them to the modern trade retail stores was their family member. Most of them made their own decision to visit the modern trade retail stores. They mostly visited there at the beginning of the month, in uncertain day, during 16.01-19.00 hrs. Their most favorite type of the modern trade retail stores was the hypermarket. Source of information influencing their decision making the most was the social network. Their frequency of visiting the modern trade retail stores was 1-3 times per month. In each time of their visit, they spent an average of 900-1,200 Baht and averagely took 31-60 minutes for shopping. In an overview, all following marketing mix factors were important at high level to the consumers in San Sai district, Chiang Mai province towards receiving services at the modern trade retail stores: price, place, marketing communication, and product, respectively. Hereafter were respectively shown the top three elements that were rated at the highest level of importance. The product factor was the full facilities to be offered. The price factor was the clear price tag. The place factor was the clean, airy, and comfortable atmosphere in the stores.