The Marketing Adaptation Strategies Aligned with Consumer Behavior of Convenience Store in Suphanburi Province

Abstract

     This Article aimed to 1) study the marketing adaptation strategy factors aligned with consumer behavior of convenience stores in Suphanburi province, and 2) study the model of marketing adaptation strategy factors aligned with consumer behavior of convenience stores in Suphanburi province. The first phase of the research is quantitative research. The sample group used in the research were consumers who frequently used the services of convenience stores (7-Eleven) in Suphanburi province, a total of 400 people. A questionnaire was used as an instrument for data collection. The statistic used for data analysis was multiple regression analysis by Enter and Stepwise methods. As for the second phase of the research was qualitative research. The key informants were selected by purposive sampling, with several 4 groups, a total of 12 people. An in-depth interview form and focus group topics were used as instrument for information collection. The research results found that 1) the analysis of the marketing adaptation strategy factors that were aligned with consumer behavior, with all 6 factors, can explain 79.00 percent, which was statistically significant at the .01 level. There were 6 factors that were ranked in order of entry into the equation according to the relationship as follows: Marketing Adaptation, Product Positioning, Target Customer Segmentation, Sales Strategy Development, Organizational Structural Design, and Education factor. 2) the marketing adaptation strategies that were aligned with consumer behavior, which were obtained from in-depth interviews and focus group discussion, had an additional 4 factors, including age diversity, service equality, proactive service, and alternative product and service creation, which were aligned consumer behavior with 7 aspects, including the need for controlling and making decision, the need for enjoying at all opportunities, the ethics of brand and organization focus, the expectation of products and services value, the change in consumption lifestyle, the need for technology and innovation support, and the attitudes towards entrepreneurs.
     The findings from this research will contribute to a new body of knowledge related to public administration in several fields, encompassing both public and private sector management. These fields include private sector management, new public management, marketing, and business policy.