Consumers’ Decision on Milk Shop Service in Hat Yai City Municipality, Songkhla Province
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Abstract
This research studied the consumers’ socio-economic characteristics and their behavior in milk shop service, investigating the importance level of service marketing mix, and also examined what factors are important in determining the consumers’ decision on milk shop service in Hat Yai City Municipality, Songkhla Province. Primary data were collected using structured questionnaires from a total sample of 400 consumers, obtained from the accidental sampling technique. Descriptive statistics and binary logit model were applied for data analysis. The results revealed that the majority of consumers were female with an average income of 11,826.65 baht per year. They visited milk shop 1 time a week. The service marketing mix in terms of product, price, place, promotion, people, physical evidence, and process was a very important in fluence on the consumers’ decision on milk shop service. The statistically significant positive variables determining the consumers’ further decision on milk shop service were a dummy variable for student, duration of milk shop service, a dummy variable for further referral on milk shop to others, and importance given to place. The statistically significant negative variables determining the consumers’ further decision on milk shop service were frequency on milk shop service, and importance given to promotion. Their further decision probabilities on milk shop service were 0.0139, 0.000074, 0.0197, 0.0151, -0.000092, and -0.0074, respectively. The results are useful for milk shop entrepreneurs to formulate appropriate guidelines for milk shop development.
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