Factors Facilitating the Operation of 20-Baht-Retailing Stores in Muang District, Chieng Rai Province During COVID – 19 Crisis

Abstract

The objectives of the study are to analyze factors supporting retailing business in order to responding to customers’ needs and to study the buying choices of customers. Non-purposive method with qualitative depth interview method was used to interview owners of retail shops in Mueang District, Chiang Rai Province. Fifteen owners who have operated their business for at least two years agreed to provide their information as well as forty customers who were shopping there. Data analysis revealed similar issues that could be linked to form interesting concepts. The owners of 20-baht shops have foreseen opportunities for the growth of their business due to their notice in customers’ satisfaction arisen from buying low-priced merchandises. Displaying merchandises in front of the shops that made the customers satisfied was the supporting factor. Constant planning in offering innovative and diverse merchandises was their main business strategy. Buying needs of the customers of 20-baht shops were responded by variety of merchandises, and low priced with quality merchandises. During the COVID-19 crisis, the owners have positive prospects in their business by means of offering innovative merchandises to customers of all groups and ages of customers.