FACTORS INFLUENCING CONSUMERS’ DECISION TO USE THE SERVICES OF CONVENIENCE STORES IN CHIANG MAI CITY MUNICIPALITY AREA
Article Sidebar
Main Article Content
Abstract
This research aims to study the factors influencing consumers’ decisions to use the services of convenience stores in Chiang Mai City Municipality area. The sample group consisted of 400 randomly selected participants. A questionnaire was used as a tool for data collection. A computer software package was utilized for data analysis. The statistical methods employed for data analysis included the percentage, mean, standard deviation, t-test, one-way ANOVA, and multiple regression analysis using the Enter method.
The research findings are as follows: 1. The decision to use the services of convenience stores in the Chiang Mai City Municipality area is influenced by demographic factors, such as marital status, occupation, and income level, with significant differences at the .05 level. 2. The decision to use the services of convenience stores in the Chiang Mai City Municipality area is also influenced by the consumers’ behavioral factors including the source of goods purchased from convenience stores, the time of purchasing goods from convenience stores, and the receiving of media information about convenience stores, with significant differences at the .05 level. 3. The marketing mix factors including the product and the marketing promotion, which are predictive variables for consumers’ decisions to use the services of convenience stores in Chiang Mai City Municipality area.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
I and co-author(s) certify that articles of this proposal had not yet been published and is not in the process of publication in journals or other published sources. I and co-author accept the rules of the manuscript consideration. Both agree that the editors have the right to consider and make recommendations to the appropriate source. With this rights offering articles that have been published to Panyapiwat Institute of Management. If there is a claim of copyright infringement on the part of the text or graphics that appear in the article. I and co-author(s) agree on sole responsibility.
References
Amphoch, K., & Darawong, C. (2018). Marketing mix strategy affecting customer satisfaction and loyalty towards convenience stores in Pattaya, Chonburi Province. Chandrakasem Rajabhat University Journal of Graduate School, 13(1), 43-55. https://so01.tci-thaijo.org/index.php/journalgrdcru/article/view/131617/98762 [in Thai]
Anukul, P., & Wongcharoensaengsiri, B. (2023). Factors affecting the decision to shop at convenience stores in Bangyai Area. Suthiparithat Journal, 37(4), 97-111. https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/266240 [in Thai]
Boontep, S. (2019). Factors influencing decision to purchase in 7-11 convenience stores of customers in Bangkok [Master’s thesis]. Ramkhamhaeng University. https://mmm.ru.ac.th/MMM/IS/mmm24-1/6014133087.pdf [in Thai]
Carmeli, A., Meitar, R., & Weisberg, J. (2006). Self-leadership skills and innovative behavior. International Journal of Manpower, 27(1), 75-90.
Chaiprasit, C. (2022, August 5). Exploring business readiness to create good customer experiences before purchasing decisions. The Standard. https://thestandard.co/global-consumerinsights-pulse-survey
Chiang Mai Governor Office. (2024). Chiang Mai Provincial development plan (2023-2027), revised edition for 2024. https://www.chiangmai.go.th/managing/public/D2/2D10Apr2023123832.pdf [in Thai]
Chiang Mai Provincial Statistical Office. (2022). Chiang Mai Provincial statistical report: 2022. National Statistical Office, Ministry of Digital Economy and Society. https://chiangmai.nso.go.th/images/2023/2565.pdf [in Thai]
Choudhary, A. I., Akhtar, S. A., & Zaheer, A. (2013). Impact of transformational and servant leadership on organizational performance: A comparative analysis. Journal of Business Ethics, 116(2), 433-440. https://doi.org/10.1007/s10551-012-1470-8 [in Thai]
Dahlia, D., & Daniel, H. (2023). The influential factors in purchasing goods in convenience stores: The cases of Alfamart and Indomaret in Jakarta. Journal of International Conference Proceedings (JICP), 6(7), 315-325. https://journals.indexcopernicus.com/api/file/viewByFileId/2039440
Hanaysha, J. R. (2017). Examining the factors that affect consumer purchase decision in the Malaysian retail market. Journal of Business and Retail Management Research, 12(1), 76-89.
Hong-iam, K. (2020). A study of consumer purchasing behavior affecting the marketing mix of convenience stores in Samko District, Ang Thong Province [Master’s thesis]. Phranakhon Si Ayuthaya Rajabhat University. http://etheses.aru.ac.th/PDF/1256362008_11.PDF [in Thai]
Jitsunthornchaikun, M. (2018). Consumer behavior and retail business. SE-EDUCATION Public Company Limited. [in Thai]
Kanjanapa, P. (2011). Principle of marketing. Top. [in Thai]
Khajoranan, N. (2008). Organizational behavior. SE-EDUCATION Public Company Limited. [in Thai]
Kongban, J., Phonthawee, P., Chaikhot, S., & Jongkraijak, W. (2024). Factors influencing residents’ behavior of choosing to use modern retail stores’ services in Phuket Province. In Proceedings of the 14th National Academic Conference, Academic Year 2023: Silver Economy: A Golden Opportunity for the Future (pp. 126-133). Southern College of Technology. [in Thai]
Kotler, P., & Armstrong, G. (2014). Principles of marketing (15th ed.). Pearson Prentice Hall.
Meejinda, P. (2010). Consumer behavior. Thammasarn Co., Ltd. [in Thai]
Nititawatana, K., Lobhukhieo, C., Jukealiang, N., & Detthamrong, U. (2023). Customer attitudes towards the modern retail mix and customer loyalty of convenience store clients in Chaiyaphum Province. Journal of MCU Ubon Review, 8(2), 1203-1214. https://so06.tci-thaijo.org/index.php/mcjou/article/view/267334/179082 [in Thai]
Phoolkasem, L. (2007). Factors influencing the decision to use housing loans from the Government Housing Bank, Rangsit Branch [Master’s thesis]. Phranakhon Rajabhat University. [in Thai]
Preechawana, N., & Pantong, S. (2022). Influencing of marketing factors on the buying decision of cosmeceutical acne products from convenience stores of Bangkok’s customers. Neu Academic and Research Journal, (2), 219-234. https://so04.tci-thaijo.org/index.php/neuarj/article/view/256820/175890 [in Thai]
Sereerat, S. (2009). Consumer behavior. Teerafilm and Zitech. [in Thai]
Sereerat, S., Laksitanon, P., & Sereerat, S. (2009). Modern marketing management. Thammasarn Co., Ltd. [in Thai]
Tanchanpong, J. (2009). Consumers’ behavior in purchasing goods from convenience stores in Chiang Mai Municipality [Master’s thesis]. Chiang Mai University. [in Thai]
Thairath Money. (2019, August 10). Convenience stores and urban social lifestyles. Thairath Online. https://www.thairath.co.th/money/economics/thai_economics/1634018 [in Thai]
Vazquez, A. (2022, July 26). What is consumer behavior? Strategize the way your customers want. G2. https://learn.g2.com/consumer-behavior
Woranapron, C. (2012). Factors affecting the decision-making behavior in selecting services at Krung Thai Bank, Tivanon Branch, Ministry of Public Health [Master’s thesis]. Siam University. [in Thai]
