DEVELOPMENT OF FRUIT RETAIL BUSINESS BY VALUE CHAIN IMPROVEMENT

Abstract

The main objective of this research endeavor is to study value chain and customer value proposition, which could lead to Porter’s generic competitive strategies of traditional fruit retailing businesses. The current research study employs 43 traditional fruit retailing business owners as samples, by using questionnaires to collect data. The result of the relationship analysis between value chain and customer value proposition by using multiple regression analysis reveals that activities in human resource management in value chain is aligned with the quality of customer value proposition with statistical significance. Furthermore, activities in outbound logistics in value chain are in line with 4 factors of customer value proposition with statistical significance, including quality, selection, partnership and brand. Regarding the study on the customers, the samples are 400 fruit buyers who live or work in Bangkok. The result of the comparison of satisfaction levels of the two groups of customers by using Independent Sample t Test, indicates that they have different levels of satisfaction in price and availability, with statistical significance. It is shown in the result of the relationship analysis of personal factors and business types by using Pearson’s Chi-Square that educational levels and buying durations have effects on the customers’ decision on traditional fruit retailing business types, with statistical significance.