Fresh Market Management that Corresponds to the Needs of Trading Partners and Customers in the New Normal Era: The Case Study of Ying Charoen Market.
Keywords:
Management New Normal, Era Fresh MarketAbstract
This research objectives were to study 1) the interrelationship between fresh market management
and the needs of trading partners, 2) the relationship between fresh market management and the customers
in the new normal era, 3) the correspondence between fresh market management and the needs of trading
partners and customers, and 4) the guidelines between fresh market management and the needs of trading
partners and customers using Ying Charoen market as the case study. The study is a quantitative research
using the questionnaire as a tool in order to distribute to 400 trading partners and 400 customers who
purchased products/services at Ying Charoen market. The statistical methods used to analyze the data
consisted of mean and standard deviation. The congruence of the data was analyzed using a structural
equation modeling (SEM). The results revealed that: 1) the business partners and customers had a high
level of overall demand for management in the new normal era and the market management was directly
influenced by marketing mix factor. 2) The customers had a high level of overall demand for management
in the new normal era and the market management was directly influenced by the marketing mix factor.
3) The two models had consistent indices with empirical data. 4) the fresh market management approach
consists of three concepts: (1) before entering process, the market has to create the readiness in order to
make a confidence in buying, paying or using the services, (2) entering process, the market has to create
simple, convenient and fast trading activities, and (3) after buying process, the market has to create trading
in delivery form. This study will be useful for fresh market management in the new normal era as well as
promote as the practice guidelines to various market demand as well.
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