พฤติกรรมของผู้บริโภคในอำเภอเมืองเชียงใหม่ต่อการใช้บริการร้านรีฟิล

Abstract

The objective of this study was to study the behavior of consumers in Mueang Chiang Mai District Towards Using Service at Refill Shop. By using Consumer Behavior which consists of Who is in the target market? What does the consumer buy? Why does the consumer buy? Who participates in the buying? When does the consumer buy? Where does the consumer buy? How does the consumer buy? and by using a Marketing Mix that consists of Product Price place and Promotion. In this study, the data were collected from 158 questionnaires distributed to customers who live or work in Mueang Chiang Mai District from November 2020 to November 2021. The data were analyzed using frequency, percentage, and mean.

The study results of the behavior of consumers in Mueang Chiang Mai District towards using service at refill shops showed that most respondents were single female company employees, with an age range of 20-30 years old, and with bachelor's degrees. Their average monthly income was 10,000 - 20,000 baht. The frequency of using the refill shop was 1-2 times per month. The factor of customers buying refill products was to consider the impact on the environment. Shower gel was the top sale in the refill shop. They purchased for use in everyday life. The reason for using the refill shop was a part of environmental conservation. The influence of choosing refill shop was themselves and the resource make known is on the internet. The study of marketing mix found that all factors were essential to deciding consumers to buy refill products in Mueang Chiang Mai District at the high to a highest level, arranged factors by the highest to lowest mean were as, Product, Price, Place, and Promotion. The sub-factors that arranged from highest to lowest mean showed that the first 5 sub-factors that were important to towards using service at refill shop were the price of the product is based on the quantity purchased, choose the number of products by yourself according to your satisfaction, have a clear price tag, products made from natural ingredients and use from transfer container.