Customers’ Selection of Fresh Milk Stores in Hat-Yai, Songkhla

Abstract

                 The purpose of this research was to study the business style of fresh milk stores in Hat-Yai and to study the importance of factors that influence the customers' decision to take the dairy services. This was also to emphasize the behavior of taking the dairy services and customer satisfaction of dairy services in Hat- Yai city. Data from dairy entrepreneurs and customers totaled 66 people. The primary and secondary data were collected with surveys.

            The positive behavior motivation was from social online and word of mouth. The majority of entrepreneurs wanted to earn income and some were inherited from their family. Most of customers were the students and graduates. Furthermore, the customers often came to take the service from 7:00 to 8:00 pm. The 7P’s marketing mix analysis found that: 1) products, most had no the uniqueness and no new innovations; 2) price, was considered by all entrepreneurs; 3) place, some stores offered direct delivery to the customers; 4) promotion, social media influenced the trend of users to increase; 5) people, most worked full-time and some students worked part-time; 6) physics, stores located near schools would have an advantage; and 7) process, all used the marketing strategies. The problems of all stores were the lack of parking for the customers and the identity of their products.