Attributes of Chatuchak Market that affects to Consumer’s Service Selection

Abstract

The purpose of this research was to study the characteristic of the Chatuchak market which affect customer service. 1) To study the relationship between the demography and the customer​'s choices of service. 2) To study the characteristic​of the Chatuchak market​: location, variety of goods, area management, price of goods, and facilities in the market. In order to improve the quality of the market to fulfill the demand of customers. The samples consisted of 400 consumers who use Chatuchak Market in Bangkok. The questionnaire was used for collecting data. The data were analyzed by frequency, percentage, mean, standard deviation, F-test, and Multiple Linear Regression.

The results showed that most sample groups were female, age between 31 - 40 years old with a single status while the level of education was mostly a Bachelor’s degree. Besides, most of them were government officials and state enterprise employees with monthly income approximately exceed 30,001 Baht. They have given importance to the characteristics of Chatuchak Weekend Market in terms of products, with a variety to choose to buy at the highest level. The hypothesis testing found that the characteristics of Chatuchak Weekend Market personal factors differences of Profession affect the characteristics of Chatuchak Weekend Market in all aspects with statistical significance at the level of 0.05. The differences in personal factors of gender and status affecting the characteristics of Chatuchak Weekend Market without statistical significance at the level of 0.05.