Factors Factors affecting purchasing decisions of community retail stores in Tueboh Village, Mueang District, Yala Province

yarona sriaremhad; Sarinda  Sriahmad; Sareena  Yusoh; Fatihah  Thanoa; Teerayuth  Mooleng

Authors

yarona sriaremhad Faculty of Management Science, Yala Rajabhat University
Sarinda Sriahmad
Sareena Yusoh
Fatihah Thanoa
Teerayuth Mooleng

Keywords:

Marketing mix factors, Consumer behavior, Community retail store, Purchasing decision

Abstract

The objectives of this research were: 1) to study the personal factors of consumers affecting purchasing decisions at community retail stores; 2) to analyze the marketing mix factors related to consumer purchasing behavior at community retail stores; and 3) to propose guidelines for the development of community retail businesses in Tueboh Village, Mueang District, Yala Province. The sample consisted of 400 consumers who purchased goods from community retail stores in the Tueboh Village area. The research instrument was a questionnaire. Data were analyzed using frequency distributions, percentages, means, and standard deviations. Hypotheses were tested using Chi-square statistics.

The results revealed that: 1) Personal factors influenced purchasing behavior, with many consumers being female (75.00%) and having an expenditure per visit of less than 100 baht (74.00%). 2) The marketing mix factors affecting the decision to purchase goods from community retail stores were, overall, at a high level (Mean = 4.14, S.D. = 0.68). When considered individually, the price factor had the highest impact on purchasing decisions, followed by product distribution channels (place), and marketing promotion, respectively. 3) Marketing mix factors were significantly correlated with multiple dimensions of consumer purchasing behavior at the 0.05 statistical level. For example, price was correlated with the volume of purchase per visit, and product was correlated with the type of goods purchased. However, none of the four marketing factors showed a relationship with "purchasing frequency" (number of visits per week). 4) The most crucial guideline for the development of community retail businesses amidst the expansion of modern trade is to focus on building strong relationships between the store and community members. Furthermore, stores should modernize their communication by establishing digital channels, such as a Line Group or Facebook Page, to continuously notify customers of benefits and promotions.

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