Consumer Behaviour towards the Selection to Choose Market and Condotel Nongkhaem Shopping Center in Nongkhaem District, Bangkok

Abstract

The objectives of this study were 1) to study the factors affecting behaviour in choosing Nongkhaem shopping center and 2) to present the relationship of factors affecting behaviour in choosing Nongkhaem shopping center. It is quantitative research and uses a survey questionnaire to collect data from 400 consumers who use the service at Nongkhaem shopping center. The results showed that the behaviour for choosing the Nongkhaem shopping center was that most of them came to buy products in the morning (06.00-0900 hrs.), they purchased goods for eating by using an average of 201-500 baht per time, and the most crucial incentive to purchase products was a wide variety of products, affordable prices, and delicious food. For the factors affecting the behaviour of choosing Nongkhaem shopping center, it was found that the psychological factors of motivation, perception learning aspects, attitudes, and personality aspects are different and have an effect on behaviour of choosing Nongkhaem shopping center at Nongkhaem area with a level of statistical significance of 0.05, and the marketing mix factors of products, prices, place, and promotions affect the behaviour of choosing Nongkhaem shopping center in Nongkhaem district area with a level of statistical significance of 0.05.