FACTORS AFFECTING THE DECISION TO SHOP AT CONVENIENCE STORES IN BANG YAI AREA

Abstract

The objectives of this research were 1. to study the decision to use convenience stores in Bangyai district Nonthaburi, 2. to study the service quality of convenience stores in Bangyai district Nonthaburi, and 3. to study the factors affecting the decision to buy products from convenience stores in Bangyai district Nonthaburi. The sample group is the population living or working in Bangyai district Nonthaburi, 400 people aged 15 years and over who use convenience stores in Bang Yai area by using a purposive sampling method. This research relies on questionnaires as a research tool. The Statistical data analysis by frequency, percentage, mean, standard deviation, T-test, one-way analysis of variance, and multiple regression analysis. The results of the research were as follows: 1. The average score of the factor of service quality from convenience stores in Bangyai district and the decision to buy products from convenience stores in Bang Yai district has at a high level. 2. Age, income, and marriage status of consumers at convenience stores in Bang Yai district affect the decision to buy products from convenience stores in Bangyai District at the statistical significance is 0.05. Also, the service quality factors respond to customers, giving confidence to customers, the concreteness of the service and the credibility affected the purchasing decisions at convenience stores in Bang Yai district.