Marketing Strategy of Thai Traditional Retailing Shop

Abstract

This research were quantitative and qualitative research, aim to studied consumers behavior, factors toward marketing strategy significant level, compare marketing factors significant level, relationship between consumers behavior and factors toward marketing strategy significant level, and marketing strategy of Thai Traditional Retailing Shop. Sample size were 385 of unknown population, questionnaire was the tool to collecting data with confidence level at . 8 6. The analysis was conducted by computer software, statistical treatments by program computer namely: frequency, percentage, means, standard deviation, ranking, t-test and F-test, Pearson t, Correlation, and Multiple Regression at statistical level .05, the research analyzed found that. 
           1. The majority of respondents were female 283 respondents ( 73.5 %), their age between 21 – 30 year old 155 respondents ( 40.3%), average income per month 15,001 – 30,000 Bath 210 respondents ( 54.5 %), education attain bachelor degree 192 respondents (49.9%), occupation employees of private company/ business owner 204 respondents (53.0%). 
          2. Finding indicated that overall and every area of Thai Traditional retailing shop consumers behavior were at high level. However raking by mean first namely: product characteristics of purchase were at very high level but frequency of purchasing 3 month ago, expenditure 3 month ago area, and product brand area at high level respectively. 
          3. Finding indicated that over all area of factors toward marketing strategy significant level were at very high level exceptional personal or employees at moderate level, However the raking by meant firstly were promotion factor area ( x=3.95), price factor area ( x=4.50), brand area ( x= 4. 40),consistently area ( x=4.3 9 )were at very high level, but product area ( x= 3.91), place factor area ( x= 3.90), product factor area ( x= 3. 84), environment factor area ( x= 3. 84), and personnel factor area ( x=3.81) were at high level respectively. 
          4. Hypothesis tested finding indicated that 
              4.1. There were not significant different of factors toward marketing strategy significant level classify by age, education attain, average income per month, and occupation. But 1 There were not significant different of factors toward marketing strategy significant level classify by gender at statistic level .05 
             4.2. There were high relationship between consumer behavior in product purchasing area and factors toward marketing strategy of Thai Traditional Retailing Shop in term of product area, price area, and promotion area. 
             4.3. There were high relationship between consumer behavior in product brand area and factors toward marketing strategy of Thai Traditional Retailing Shop in term of product area, and place area 
             4.4. There were high relationship between consumer behavior in frequency of purchasing 3 month ago area and factors toward marketing strategy of Thai Traditional Retailing Shop in term of location area, price area, services process area, personal area ,and promotion area 
             4.5. There were high relationship between consumer behavior in expenditure 3 month ago area and factors toward marketing strategy of Thai Traditional Retailing Shop in term of product area, and price area. 5. Marketing Strategy of Thai Traditional Retailing Shop = 177.956 +10.239(X8) location strategy area + 9.032(X1) product strategy area 7.239(X7) physical strategy area + 7.119(X2) price strategy area + 6.024(X3) place strategy area +4.466(X4) promotion strategy area