The Shopping Behavior at 7-Eleven Convenience Stores of the Rajamangala University of Technology Lanna Nan Personnel

Abstract

         The purposes of this research were to (1) study the shopping behavior of personnel of Rajamangala University of Technology Lanna Nan at 7-Eleven convenience stores, (2) to study marketing mix factors affecting the decision of Rajamangala University of Technology Lanna Nan personnel to purchase products at 7-Eleven convenience stores. This quantitative research used the method of selecting all samples of 199 personnel from Rajamangala University of Technology Lanna Nan. The questionnaire was used as a research tool. The data were analyzed using frequency distribution statistics with the average percentage and standard deviation.

The results showed that the shopping behavior of the sample group revealed that most respondents were shopping for beverages on Monday–Friday. They tended to shop in convenience stores during 12.01–18.00 hours, with a 100–200 Baht per transaction. Purchasing frequency at convenience stores was 2–3 times a week, with most of them were shopping alone and taking less than 30 minutes. The reason for buying products from convenience stores was because the stores are located near their residences, and the primary purpose of choosing convenience stores is to buy products. The convenience store most frequently selected by the sample group is the Rajamangala branch. The marketing mix factors affecting the purchase decision of the product have shown that the distribution channel has the highest opinion by open for service at a convenient time, without holidays, and the location is convenient to visit. The second point is the marketing promotion, including sales promotion regularly such as price reduction, point accumulation, and product redemption. Modernity and diversity are vital factors for production. For the price factor, the price tag is clear and appropriate for the quality respectively.