ปัจจัยส่วนประสมทางการตลาดและปัจจัยดึงดูดผู้บริโภคที่มีอิทธิพลต่อพฤติกรรมผู้บริโภคที่เข้ามาใช้บริการร้านค้าปลีกสมัยใหม่ขนาดเล็กในจังหวัดสกลนคร

Abstract

The objectives of this research were to study the personal factors that affected the behavioral services of modern retailing shops in Sakonnakhon Province, study the factors of marketing mix and consumer’s attractive factors that affected their behaviors on services of modern retailing stores in Sakonnakhon Province. There were 400 samples. The statistics used were percentage, frequency, mean and standard deviation, t-test, F-test and multiple regression analysis.

The results of the study were as follows:
Most samples were females at the ages of 18-28 years; their educational attainments were secondary, vocational levels and students and their incomes were not more than 10,000 baht per month. Their overall and each item of opinions were at high level of marketing mix factors of all product, price, place, marketing promotion, service process, physical, and employee aspects, and the opinions of consumer’s attractive factors on attention, interest, desire, and action aspects. When compared to the overall consumers, the comparisons of the opinion of the consumers’ behavior as a whole stated that the personal factors classified by sex, age, education attainment and income per month showed no difference, but when classified by occupation, it showed a difference at Besides, the analysis on the marketing mix and consumer’s attractive factors that affected behavior of consumers on services of modern small retailing stores, it was found that the factors of place, service process, interest and desire aspects positively affected the overall behaviors of consumers at p<0.01 level of significance.