GUIDELINES FOR MARKETING STRATEGIES OF TRADITIONAL RETAIL SHOPS IN KHONKAEN MUNICIPALITY

Abstract

The objectives of this research were to study existing marketing strategies which operated by traditional retailers in Khonkaen municipality; to study consumers’ agreement toward marketing strategies of traditional retail shops; and to propose guidelines for marketing strategies of traditional retail shops. This research used mix-methodology comprised quantitative and qualitative researches.

The research findings were as follows:

1. For existing marketing strategies, it is found that traditional retailers always cleaned their products, sold products with prices appeared on tags, arranged products in to their categories and did not invest in any advertisements, public relations and sales promotions.

2. Total consumers’ agreement toward marketing strategies in traditional retail shops were in moderate levels.

3. The hypothesis testing indicated that consumers with different in gender, age and occupation failed differ in their levels of agreement toward marketing strategies in traditional retail shops. On one hand, consumers with different in educational levels had same agreement in marketing strategies including product, pricing and promotional strategies. On the other hand, consumers with different educational levels had different opinions in place strategies. Consumers with different income levels had different agreement toward product, pricing, place and promotional strategies.

4. Recommended guidelines for marketing strategies of traditional retail shops are to check freshness and expiry date of products, to have price tags, to design store displays and layouts in order to let consumers come in to shops easily and to improve service manner and communication skill of salespersons.