Consumers' Image Perceptions of Modern Retail Stores

Abstract

The objectives of this research were: 1) to study consumers’ image perceptions of modern retail stores; 2) to study consumers’ purchasing behaviors in retail stores in Surin province; and 3) to study the relationships between image perceptions of modern retail stores and consumers’ purchasing behaviors in Surin province. A questionnaire was distributed to 327 participants for data collection. The statistics used for data analysis were mean, percentage, and One-Way ANOVA. The study showed that most respondents decide to buy goods in a retail store because of a variety of goods. They often go to a retail store 1-2 times a month. Further, the study also revealed that during 04.01-08.00 pm is the time that consumers usually go to a retail store. Most of them spend about 31 minutes-1 hours for buying goods and spend about 501-1,000 baht each time. Normally, the respondents showed that they go to a retail store to buy clothes and other personal items. According to the study about consumers’ image perceptions of modern retail stores, the study found that the average image perception level of consumers was at an agree level. However, when each aspect is considered separately, the image perception according to marketing promotion has the highest mean score while the image perception according to price has the lowest mean score. Finally, the study showed that there is a statistical significant difference in the relationships between the consumer purchasing behaviors in terms of purchasing time and type of goods and the image perceptions of modern retail stores at .05 of statistical level.