The Effecting of Consumer Behavior and Marketing Strategy Influencing Purchasing at Modern Trade Retail Stores in Khon Kaen

Abstract

The purposes of this research are to study consumer behavior that affects the use of modern retail stores in the category of convenience stores, to study the marketing strategies that affect the consumers' using of modern retail stores in the category of convenience stores of the consumers in Khon Kaen Province. The research results revealed the behavior that affects to choose the use of modern retail stores in the category of convenience stores of consumers in Khon Kaen Province is the person who influences to the purchasing decision in the convenience store and number of visits to convenience stores. The results of the study of marketing strategies that affect the use of modern retail stores in the category of convenience stores of consumers in Khon Kaen Province found that it affects the choice of modern retail stores in the category of convenience stores of consumers in Khon Kaen Province. The aspects that affect the choice of using modern retail stores in the category of convenience store are to communication with consumers, convenience of purchase and consumer demand, respectively. We should pay attention to convenience because it has the most influence on the decision to use services in convenience stores. In addition, the right way of communicating with consumers will be able to persuade their purchasing decisions more. The study found guidelines for developing marketing strategies that are suitable to respond to consumer behavior and increase competitiveness in the modern retail convenience store business in Khon Kaen. It was found that all 4 marketing strategies respond to consumer behavior in Khon Kaen province. The convenience to buy has responded to comfort-oriented behaviors. The consumer’s Need has responded to behaviors that focus on getting as the needs. The consumer’s cost has responds to behaviors that are cost-effective to the level of living expenses, and the communication to consumers has responded to the behavior of make a purchase decision when persuaded through communication that reaches out to customers

 Keywords: Consumer behavior, Marketing strategy, Modern trade retail stores