การรับรู้ของผู้บริโภคต่อตำแหน่งทางการตลาดของช่องทางค้าปลีกสมัยใหม่กลุ่มสินค้าอุปโภคและบริโภคในจังหวัดเชียงใหม่

Abstract

This study aims to study customers perception on market position of modern trade channels of grocery products in Chiang Mai province using a questionnaire survey to gatber data from 400 customers who received service from 4 trade channels in Chiang Mai. Perception on market position was analyzed using factor analysis and perceptual map. Customer perception on market position was analyzed by factor analysis using Principal Component Analysis of average score regarding modern trade channels given by the respondents. The analysis result concluded 3 factors or components. The first factor concerns marketing promotion and public relations media. But service quality, the freshness of fresh goods was not prominent, and the selection of local goods was scarce. The second factor concerns convenient access, purchased order completion, and value of goods quality. But the imported goods' selection was minimum, in-store products placement did not focus on aesthetics. Lastly, the third factor concerns clear in-store product placement. The analysis of each component's score indicates that 1) Trade channel A shows a prominent market position in terms of service access, purchased order completion, and value of goods quality. Trade channel A shows the least prominence in terms of product arrangement out of al1 4 channels. 2) Trade channel B shows a high level in marketing promotion and public relation media. The service quality and goods freshness are obscure, while also offering a minimum selection of local goods. In terms of service access, trade channel B shows the least prominence. 3) Trade channel C shows a prominent market position in terms of product arrangement by category, service access, purchased order completion, and value of goods quality. The imported goods have low variety while the arrangement is not focused on luxurious design. 4) Trade channel D shows a prominent market position in terms of product arrangement by category. It shows the least prominence in terms of marketing promotion and public relation media.