5 FACTORS OF SUCCESS OF SMALL AND MEDIUM-SIZED BUSINESS ENTREPRENEURS IN THE GROCERY STORE BUSINESS SECTOR IN PHETCHABUN PROVINCE
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Abstract
This research aimed to 1) study the factors of entrepreneurs' characteristics, marketing mix, and the success of small and medium-sized enterprises in the grocery store business sector in Phetchabun Province and 2) study the characteristics of entrepreneurs and marketing mix affecting the success of medium and small business entrepreneurs in the grocery store business sector in Phetchabun Province. The samples consisted of 400 small and medium-sized business entrepreneurs who were small entrepreneurs in the grocery store business sector in Phetchabun Province, using a multi-stage random sampling method. The instruments used for data collection were questionnaires. Data were analyzed by finding percentages, means, standard deviations, and multiple regression analysis. The research results found that:
1) The overall characteristics of entrepreneurs were at a high level. When considering each aspect, it was found that knowledge and desire to learn to learn had a higher average value than the other aspects, followed by self-confidence, investment, need for achievement, risk acceptance, patience, and innovative thinking, respectively. The overall marketing mix factors were at a high level. When considering each aspect, it was found that price had a higher average value than the other aspects, followed by promotion, distribution channels, and products, respectively. 2) The characteristics of entrepreneurs and marketing mix had a statistically significant effect on the success of medium and small business entrepreneurs in the grocery store business sector in Phetchabun Province at a level of 0.05.
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