THE RELATIONSHIP BETWEEN SMALL GROCERY STORE IMAGE AND CONSUMER PURCHASING BEHAVIOR: A COMPARATIVE STUDY OF TRADITIONAL TRADE AND MODERN TRADE IN THAILAND
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Abstract
This research Objectives were (1) to study the behavior of purchasing from traditional trade and modern trade of Thai consumers in Bangkok and other parts of Thailand, (2) to compare the image of small grocery stores in the consumers’ point of view between traditional trade and modern trade, and (3) to study the relationship between the image of the small grocery store and the consumer purchasing behavior in each product category. This is a mixed methodology research using qualitative research through in-depth interview 15 consumers who have purchased consumer products from small grocery store both traditional trade and modern trade. Quantitative research was conducted by using questionnaires to ask 839 consumers who have purchased consumer goods from both store types. The descriptive statistics were used and analyzed the relationships between traditional and modern retailers in Thailand and their purchasing behaviors with Structural equation modeling (SEM). The results revealed that the relationship of the retail store image in each type affected the consumer purchasing behavior. The traditional trade image direct effect size was 0.531 at 0.01 level of significance,while the image of modern trade had affected products purchasing as well by the direct effect size was 0.445, at 0.01 level of significance.
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