Decision-Making for Local Grocery Stores to Survive in the Digital Economy Era in Bangkok Yai District, Bangkok

Abstract

This article aimed 1) to study the problems and obstacles of grocery stores under the competition in the digital economy era in the Bangkok Yai District, Bangkok, and 2) to find ways for grocery stores to adapt to survive in the digital economy era in the Bangkok Yai District, Bangkok. This study was qualitative research. The key informants were 10 grocery store owners in Bangkok Yai District, using purposive sampling. Data were analyzed using inductive interpretation, content analysis, and contextualization of the interviews and presented in a descriptive characteristic. The results of the research were as follows: 1) Grocery stores in the Bangkok Yai District encounter numerous challenges due to competition in the digital economy era. The main obstacle is that grocery stores must compete with online stores and large supermarkets that offer lower prices. The failure to adapt to technology and online sales has caused grocery stores to lose customers. Additionally, the absence of effective marketing and promotional strategies via online channels has hindered grocery stores from competing effectively in the long term. 2) The adaptation guidelines for local grocery stores in the Bangkok Yai district to survive in the digital economy era are to apply technology to their business operations by developing an online sales system to reach customers through various channels to increase distribution channels and provide more convenient services. In addition, stores should develop relationships with customers by using a point collection program or special promotions that are appropriate for each customer group. Managing products with a digital system and presenting them online will increase convenience for customers and strengthen their market position.