Service Usage Behaviors, Marketing Mix Factors, and Decisions to Use the Services of Modern Retail Stores in Bang Lamung District, Chonburi Province

Abstract

         The objectives of this research were 1) to study the modern retail stores’ usage behavior of people in Bang Lamung District, Chonburi Province, classified by demographic characteristics, 2) to study the behavior of using modern retail stores in Bang Lamung District, Chonburi Province classified by marketing mix factors and 3) To study the marketing mix factors influencing the decision to use modern retail stores in Bang Lamung District, Chonburi Province. The research population was 400 consumers using modern retail services in Bang Lamung District, Chonburi Province. The research tool was a questionnaire. Data were analyzed using technical tools, descriptive statistics and reference statistics. The statistics used for data analysis were percentage, mean, and standard deviation. Hypotheses were tested by multiple regression analysis. The study found that 1) Consumers with different demographic characteristics such as age, education level, occupation, and average income had significantly different modern retail service behavior at the .05 level, 2) Consumers with different behaviors of using modern retail stores had significantly different marketing mix factors at the .05 level and, 3) Marketing mix factors influencing the decision to use modern retail stores in Bang Lamung District, Chonburi Province found that the marketing mix factors of service process and physical characteristics affected the decision to use modern retail stores in Bang Lamung District, Chonburi Province significantly at the .05 level