Strategies Entrepreneur and factors of affecting the selection of retailers Traditional in Dusit District, Bangkok: Dimension Analysis Owner


  • พัชราภรณ์ เลขยันต์


Factors of affecting, Entrepreneur, Retailers traditional


A study of strategies Entrepreneur and factors affecting the selection of retailers Traditional in Dusit District, Bangkok: Dimension Analysis Owner The objective of this research was to study the strategies and factors of affecting the selection of traditional retailers in Dusit District, Bangkok As a whole, 400 retailers. The results of the study showed that the overall strategy was the overall product strategy (= 4.57), with emphasis on the quality of the products being released. The overall price strategy was at a high level (= 4.07), The overall distribution strategy was at a high level (= 4.10), The overall marketing promotion strategy was moderate. The analysis of the influence of strategic marketing mix has to choose retailer traditional find variables that have a positive correlation with the strategy of the marketing mix with a choice of merchant services, the traditional retail clients receive services (y) are statistically significant at the 0.01 level, including the price (x2) and distribution channels (x3), The correlation coefficient is equal . 772 and . 538 respectively.


Download data is not yet available.


Armstrong, G., & Kotler, P. (2003). Marketing:
An Introduction (6th Edition).
Prentice Hall.
Chusornsai, S. (2011). Factors Affecting
Consumer’s Buying Behavior from
Traditional Retail Stores of
Southern Bangkok. Master Project,
M.B.A (Marketing). Srinakharinwirot
University. (in Thai).
Commercial Registration Office in Dusit
District. (2015, June 23). History of
Dusit District Office. Retrieved
. (in Thai).
Dusit District Office, Bangkok. (2015, June 12).
Statistics of District Administration
in Dusit. Retrieved from (in
Inkaew, S. (2012). Retailing Management (3th
edition). Bangkok: Thana Press. (in
Kaewjeamwong, P. (2008). Marketing
Strategies of Traditional Retail
Stores from Expanding
Multinational Retail Businesses in
The City of Phetchabun. Research
Report. Faculty of Management
Science,Phetchabun Rajabhat
University. (in Thai).
Kasikorn Research Center. (2015, June 10).
Thailand Retail Business in 2001:
Small Retail Businesses Hope to Rely
on Government with Expanding
Modern Retail. Retrieved from
rtal/site/KResearch/menuitem. (in
Kijlertpairoj, W. (2009). The 8 Key Factors to
success of Retail Business. Faculty
of Business Administration,
Marketing. Thonburi University. (in
Office of Trade Competition. (2015, June 12).
The Growth of Modern Trade
Giants. Competition Insights.7, 1-2.
Retrieved from
(in Thai).
Rojanasupamit, S. (2009). Economic impacts
of modern retailers on small scale
local retailers in Mueang Nan
District. Independent Study, Master
of Arts (Political Economy). Chiang
Mai University. (in Thai).
Serirat, S. (1991). Marketing Strategy.
Bangkok: Pathana Suksa. (in Thai).
Siam Commercial Research Center. (2015,
June 10). Various Businesses,
Direction and strategy of Retail
Business after Joint Venture or
Merger from Foreign. Retrieved
htm. (in Thai).
Tuntiwongwanich, W. (2009). Retailing
Business. Bangkok: Kasetsart
University Press. (in Thai).
Udompunthurak, S. & Pooliam, J. (2015, Jan
29). Calculation of Sample Size by
Taro Yamane. Retrieved from
eillance/data/yamane.pdf. (in Thai).
Wanasupdumrong, N. (2007). Strategies for
Competitive Advantage of
Traditional Retail Business in
Mahasarakham Province.
Independent Study. M.B.A
(Marketing). Mahasarakham
University. (in



How to Cite

เลขยันต์ พ. (2019). Strategies Entrepreneur and factors of affecting the selection of retailers Traditional in Dusit District, Bangkok: Dimension Analysis Owner. Research and Development Journal Suan Sunandha Rajabhat University, 10(1), 12. Retrieved from