The Influence of In-Store Experience and Product Assortment on Consumer Purchase Intention: A Case Study of 7-Eleven and CJ More
Article Sidebar
Main Article Content
Abstract
This study aims to analyze and compare the influence of In-Store Experience factors namely Location, Personal Interaction, Color/Lighting, Layout/Display, and Product Assortment on consumers’ Purchase Intention in 7-Eleven and CJ More stores. The research methodology employed a quantitative approach using an online questionnaire survey administered to 385 respondents. The sample size was determined using Cochran’s formula at a 95% confidence level with a margin of error of±5%. A purposive sampling technique was applied, targeting individuals who had visited both stores at least once in the past month. Data were analyzed using descriptive statistics and multiple regression analyses.
The findings reveal that Layout/Display, Color/Lighting, and Product Assortment have a statistically significant positive effect on Purchase Intention for both brands. In contrast, Location does not significantly influence Purchase Intention in either case. Personal Interaction was found to have a significant effect only in the case of 7-Eleven. Notably, Product Assortment emerged as the strongest predictor in both models.
The theoretical contribution of this study lies in extending the understanding of the Stimulus-Organism-Response (S-O-R) model within the context of modern small-format retail businesses. From a managerial perspective, the results suggest that retailers should prioritize Product Assortment as a key strategic focus, alongside the design of the store atmosphere,
to achieve a sustainable competitive advantage.
Article Details
References
Alshurideh, M., et al. (2022). The effect of digital marketing on purchase intention:Moderating effect of brand equity. https://www.researchgate.net/publication/358734602_The_effect_of_digital_marketing_on_purchase_intention_Moderating_effect_of_brand_equity
Álvarez-Guale, M. (2011). Personal interaction and its effect on the purchase decision. Ecuadorian Institute of Statistics and Census. https://revistas.ups.edu.ec/index.php/retos/article/download/13.2017.05/1327
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141. https://journals.sagepub.com/doi/10.1509/jmkg.66.2.120.18470
Bascur, C., & Rusu, C. (2020). Customer experience in retail: A systematic literature review. Applied Sciences, 10(21), 7644. https://www.mdpi.com/2076-3417/10/21/7644
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71. https://doi.org/10.1177/002224299205600205
Boka, R. M. B., Saerang, D. P. E., & Arie, F. V. (2019). Effect of store layout and interior display on customer purchasing decision at Multimart Tomohon. Jurnal EMBA, 7(3), 3343-3352. https://ejournal.unsrat.ac.id/index.php/emba/article/view/26577
Booms, B. H., & Bitner, M. J. (1982). Marketing services by managing the environment. Cornell Hotel and Restaurant Administration Quarterly, 23(1), 35-40. https://www.mdpi.com/2078-2489/13/5/239#B29-information-13-00239
CHARMACE COSMED CO., LTD. (2025, May 14). Differences between modern trade and traditional trade. https://charmace.com/article/5958.html
C.J. Express Group Co., Ltd. (n.d.). CJ Express. Retrieved October 10, 2025, from https://www.cjexpress.co.th/
Chernev, A., Böckenholt, U., & Goodman, J. (2020). Choice overload: A conceptual review and meta-analysis. https://www.researchgate.net/publication/265170803_Choice_Overload_A_Conceptual_Review_and_Meta-Analysis
Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons. https://share.google/hTA5YV8ciuJP7tuDq
CP ALL Public Company Limited. (n.d.). History. Retrieved October 9, 2025, from https://www.cpall.co.th/about-us/history/
CP ALL Public Company Limited. (2024). Prospectus: CP ALL MTN 2024-1 [Bond prospectus]. Thai Bond Market Association. https://www.thaibma.or.th/.
CP ALL Public Company Limited. (2025). One Report 2024 [Annual report]. https://www.cpall.co.th/wp-content/uploads/.
eFinanceThai. (2025, May 13). CPALL reports Q1 profit of 7.585 billion baht, up 20%. eFinanceThai. https://www.efinancethai.com/.
Gajanan, S., Basuroy, S., & Beldona, S. (2007). Category management, product assortment, and consumer welfare. Marketing Letters, 18(3), 135-148. https://www.researchgate.net/publication/5153012_Category_management_product_assortment_and_consumer_welfare
Gao, L., & Simonson, I. (2016). The positive effect of assortment size on purchase likelihood: The moderating influence of decision order. Journal of Consumer Psychology, 26(4), 542-549. https://www.researchgate.net/publication/287374793_The_positive_effect_of_assortment_size_on_purchase_likelihood_The_moderating_influence_of_decision_order
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1-6. https://doi.org/10.1016/j.jretai.2016.12.008
Hanaysha, J. R. (2025). Exploring the impact of customer reviews, website quality, perceived service quality, and product assortment on online purchase intention: The mediating role of customer satisfaction. Telematics and Informatics Reports. https://www.sciencedirect.com/science/article/pii/S2772503025000507/pdf
Hemalatha, K., Chandramathy, I., Shanthi Priya, R., & Dugar, A. M. (2022). Effects of lighting conditions on user preferences in retail apparel stores within the cultural context of India. Building and Environment, 219, 109228. https://www.sciencedirect.com/science/article/abs/pii/S0360132322005054
Ho, C.-I., Liu, Y., & Chen, M.-C. (2022). Factors influencing watching and purchase intentions on live streaming platforms: From a 7Ps marketing mix perspective. Information, 13, 239. https://www.researchgate.net/publication/360435347_Factors_Influencing_Watching_and_Purchase_Intentions_on_Live_Streaming_Platforms_From_a_7Ps_Marketing_Mix_Perspective
Intellify. (2025). Thailand consumer trends 2025. https://www.intellifyglobal.com/thailandconsumer-trends-2025/
Kaewdee, P., Somboonrattanachoke, T., & Ruangrob, A. (2022). Marketing strategies influencing repurchase intention and willingness to pay for consumer products in convenience stores. Sripatum Chonburi Academic Journal, 18(3). https://so05.tci-thaijo.org/index.php/SPUCJ/article/view/257930/173764
Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64. https://www.researchgate.net/publication/239435728_Atmospherics_as_a_Marketing_Tool
Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.). Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). Pearson Prentice Hall.
Krungsri Research. (2024). Industry outlook 2024-2026: Modern trade. https://www.krungsri.com/th/research/industry/summary-outlook/industry-outlook-2024-2026
Levy, M., & Weitz, B. A. (2001). Retailing management. New Delhi: Tata McGraw-Hill https://www.madsenwire.com/content/uploads/2019/01/edepotair_t56a79427_001.pdf
Liberator. (n.d.). CPALL stock summary: CP ALL Public Company Limited. Retrieved October 10, 2025, from https://www.liberator.co.th/article/view/th-stock-cpall
Longtunman. (2018, October 18). Summary of all retail businesses. https://www.longtunman.com/10718
Longtunman. (n.d.). Latest CJ Express revenue and profit growth analysis. Retrieved October 10, 2025, from https://www.longtunman.com/59528
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press. https://psycnet.apa.org/record/1974-22049-000
Nation Thailand. (2024). Thailand’s retail market value reaches THB 4.51 trillion in 2024. https://www.nationthailand.com/business/economy/40052197
Pieters, R., & Warlop, L. (1999). Visual attention during brand choice: The impact of time pressure and task motivation. International Journal of Research in Marketing, 16(1), 1-16. https://www.madsenwire.com/content/uploads/2019/01/edepotair_t56a79427_001.pdf
PPtv Online. (2025). “7-Eleven”: Thailand’s #1 convenience store originated from an ice selling shop in the U.S. PPTVHD36. https://www.pptvhd36.com/.
PwC. (2025). Voice of the consumer survey: Thailand. https://www.pwc.com/th/en/researchand-insights/voice-of-the-consumer-survey-2025-en.html
Saengchai, S., & Phongphitak, N. (2025). Factors influencing repeat purchase behavior in convenience stores in Thailand. FEU Academic Review Journal, 19(1), 45-60. https://so01.tci-thaijo.org/index.php/FEU/article/view/278935
Sakunpakorn, S. (2015). Change management of the small retailer in Muang District, Trat Province. Rambhai Barni Research Journal, 10(1), 80-87. https://so05.tci-thaijo.org/index.php/RRBR/article/view/246230
Simonson, I., & Winer, R. S. (1992). The influence of purchase quantity and display format on consumer preference for variety. Journal of Consumer Research, 19(1), 133-138. https://www.madsenwire.com/content/uploads/2019/01/edepotair_t56a79427_001.pdf
Spence, C. (2020). Senses of place: Architectural design for the multisensory mind. Cognitive Research: Principles and Implications, 5(1), 46. https://link.springer.com/article/10.1186/s41235-020-00243-4
Terblanche, N. S., & Boshoff, C. (2003). A generic instrument to measure customer satisfaction with the controllable elements of the in-store shopping experience.
Paper presented at the 32nd Annual EMAC Conference, Glasgow. https://www.econstor.eu/bitstream/10419/218308/1/sajbm-v35i4-0663.pdf
Terblanche, N. S., & Boshoff, C. (2004). The in-store shopping experience: A comparative study of supermarket and clothing store customers. South African Journal of Business Management, 35(4), 1-10. https://sajbm.org/index.php/sajbm/article/view/663
Thairath. (2023). CJ MORE in the hands of Weeratham Sathientham: 4 hurdles for the heir of Carabao Red to win as a retail giant. https://www.thairath.co.th/
Thairath. (2024). CJ More เดินหน้าขยายสาขาทั่วประเทศ https://www.thairath.co.th/money/business_marketing/executive_interviews/2717737
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger,
L.A. (2009). Customer experience creation: Determinants, dynamics, and management strategies. Journal of Retailing, 85(1), 31-41. https://www.researchgate.net/publication/222655023_Customer_Experience_Creation_Determinants_Dynamics_and_Management_Strategies
Wang, W., Wang, L., Wang, X., & Wang, Y. (2022). Geographical determinants of regional retail sales: Evidence from 12,500 retail shops in Qiannan County, China. ISPRS International Journal of Geo-Information, 11(5), 302. https://doi.org/10.3390/ijgi11050302
