RETAIL STORE MANAGEMENT OF 13 RUNG RUEANG SUPERMARKET, RAYONG PROVINCE

Abstract

            This research aims to study 1) marketing mix factors in service usage at 13 Rung Ruang store, Rayong Province; 2) service usage behavior at 13 Rung Ruang store, Rayong Province; 3) comparison of service usage behavior at 13 Rung Ruang store, Rayong Province, classified by personal information; and 4) marketing mix factors affecting service usage behavior at 13 Rung Ruang store, Rayong Province. The sample group consisted of 400 service users at 13 Rung Ruang store, Rayong Province, selected through simple random sampling using computer-generated random selection. A questionnaire was used as the research instrument. Statistical methods used for data analysis included frequency, percentage, mean, standard deviation, chi-square test, and multiple regression analysis using the enter method.
            The study found that overall marketing mix factors were at a very important level. Customers preferred consuming alcoholic beverages and chose to use the service due to product shelf arrangement recommendations for special promotions, convenient product placement for easy searching, and visible arrangement of special promotion items. They made purchasing decisions independently, used the service Monday-Friday during 16:01-18:00, averaging 3.50 times per week, with purchase value of 501-1,000 baht per transaction. Different gender, age, marital status, education level, occupation, and average monthly income resulted in different retail store service usage behaviors at 13 Rung Ruang store, Rayong Province. Marketing mix factors in distribution channels significantly influenced service usage behavior at the .05 statistical significance level.