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Abstract

The objectives of this research was to study the Marketing Mix that affects the purchase of products of retail entrepreneurs from wholesaler in Mueang Mai Market. The data were collected by using a questionnaire. The sample was 385 retail entrepreneurs in Chiang Mai and neighboring provinces such as Lamphun, Mae Hong Son, etc., who came to buy consumer products from wholesaler in Mueang Mai Market for further resale by using Convenient Sampling Method. The study found that retail entrepreneurs in Chiang Mai and nearby provinces operate as consumer goods retailers, were sole owner, selling consumer goods and invested less than 100,000 baht into the business. Most had monthly sales of less than 50,000 baht. They usually purchase from wholesaler in Mueang Mai Market less than 50,000 baht a month. The location of retail entrepreneurs were in the wet market or flea market. They made regular purchase at the same grocery stores. Frequency of purchases were 2 - 3 times/week, mainly on Saturday - Sunday during 07.01 - 12:00 am. The average spent per purchase was more than 10,000 baht. The retail entrepreneurs owner was the one who decide the amount of the purchase and the purchase forecasting was from past trading volume. The Marketing Mix that influenced the decision to buy products of retail entrepreneurs from wholesalers in Mueang Mai Market was found that, in overall, the factors affecting decision making at the highest level was Product. The factors affecting the decision at a high level were Price, Processes, People and Physical Evidence. The factor affecting the decision at a moderate level was Promotion. As for the sub-factors of the Marketing Mix that influenced the decision to buy products of retail entrepreneurs from wholesalers in Mueang Mai Marke, it was found that (1) Product factor that affects the purchase decision was to focus on the products that were sufficient to meet the demand. (2) Price factor focuses on having the price tags clearly displayed. (3) Promotion factor focuses on guaranteeing products to customers. (4) Processes factor focuses on taking order of the purchase efficiently and repeated the orders to verify the correctness of the order. (5) Personnel factor gave importance to the seller's good interpersonal relationship and good-natured. and (6) Physical Evidence factor gave importance to the stores that organized into categories orderly. The hypothesis testing results found that (1) the differences of retail entrepreneur’s types affected the different purchasing decisions regarding of 6 factors of marketing mix. (2) The differences of average monthly sales of retailers/businesses affected 5 factors of marketing mix that affect different purchasing decisions. Except for Processes that affected the decision of the retailer to buy products from wholesale store that had no differences, and (3) the differences of average purchase from wholesales affected 6 factors of marketing mix which influence the purchasing decision of retail entrepreneurs from wholesale stores differently.