Determinant Factors of Hedonic Benefits Pending Supermarket Sales Promotions Display to Consumers in Bangkok Metropolitan Region
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Abstract
The purpose of this research has studied and analyzed for determinant factors which generates hedonic benefits pending supermarket sales promotions display to consumers in Bangkok Metropolitan Region with stratified random sampling technique was applied to select 412 consumers to answer self-reported questionnaires. Data were analyzed by Structure Equations Model (SEM) with 95% reliability of online questionnaire. Research finding show that an appearance structure has harmoniously with empirical data which is divided by characteristic into four types of sales promotions.Price Cut has had (chi-square) 384.1, (RMSEA) 0.077, (SRMR) 0.043, (CFI) 0.947, (TLI) 0.936 and (CD) 0.954, Free Products has had (chi-square) 328.2, (RMSEA) 0.076, (SRMR) 0.040, (CFI) 0.961, (TLI) 0.953 and (CD) 0.974, Free Gifts has had (chi-square) 515.3, (RMSEA) 0.094, (SRMR) 0.043, (CFI) 0.949, (TLI) 0.938 and (CD) 0.991 and Sweepstakes has had (chi-square) 648.4, (RMSEA) 0.112, (SRMR) 0.051, (CFI) 0.937, (TLI) 0.924 and (CD) 0.999. Results indicated that Free Products has given the most hedonic benefits to the consumers at .98 then Price Cut at .94, Sweepstakes at .90 and Free Gifts at .89, and besides the utilitarian benefits and the hedonic benefits of the consumers have had relatedness significantly at 0.05.
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