การวเิคราะห์ลักษณะลูกค้าของร้านค้าปลีกท้องถิ่นจำหน่ายผลิตภัณฑ์ความงามในอำเภอเมืองเชียงใหม่

Abstract

This study aimed to customer profile analysis of local cosmetic-retail stores in Mueang Chiang Mai district. The population of this study consisted of customers of local beauty product retailers in Mueang Chiang Mai District in the past 6 months. The data were collected from 300 customers of different 5 cosmetic-retail stores in Mueang Chiang Mai district by using quota sampling method. The data were collected by questionnaires, and then were basically analyzed by descriptive statistics including frequency, percentage and mean, and customer profiles were analyzed by using inferential statistic, i.e. chi-square test at a significance level of 0.05. The respondents were mostly female, age of 21-30 years old, single, with education background at bachelor's degree. They were students and earned monthly income less than 10,000 Baht and an average family monthly income 30,001-50,000 Baht.

The results showed that most respondents lived in detached house in Mueang Chiang Mai District, Chiang Mai Province and had their domicile in Mueang Chiang Mai District as per their house registration. The majority of the respondents visited these retail shops because they ran out of products they regularly used and they visited these shops 1-2 times a month on Saturday – Sunday between 5:01 – 9:00 PM. They spent less than an hour and spent 501 – 1,000 Baht per time shopping at these shops with 2-3 friends. The customers decided to purchase the products at these shops by themselves and most of them travelled by motorcycle. The most frequently purchased products were skin care products. The customers preferred these shops due to inexpensive products and they often drove and parked elsewhere if there was no parking space near the shop. Most customers were satisfied with the services and intent to return for the services and also intent to recommend their family member, relatives, friends and those closest to them to visit these shops. However, when they were not satisfied with the services, they told those who went to the shop with them and their acquaintances. Most respondents were exposed to the media relating to public relations, advertising and sales promotion on social media such as websites and Facebook and they searched for information from social network of these businesses such as Facebook, Ling@ and websites. According to the results, the demographic profile describing the characteristics of customers of each store were derived from age, education level, occupation, average monthly income, average monthly income per household, housing characteristics, location and domicile as per the house registration. Behavioral factors profile describing the characteristic of customers in visiting these retail stores were derived from date and time, average time spent in each visit, accompanying persons, number of accompanying persons, people who influence the purchase decision for products and services, transportation, types of most frequently purchased products. The reasons most customers preferred these retail shops were parking area, satisfaction towards the services, intention to return for the services, the media relating to public relations, advertising and sales promotion on social media and sources of information.