Relationship and Adaptation of Grocery Stores and Consumers in Hat Siao Subdistrict, Si Satchanalai District, Sukhothai Province

Abstract

This research examined the relationship and adaptation of grocery store operators and consumers in Hat Siao Subdistrict, Si Satchanalai District, Sukhothai Province. Its objectives were to: 1) examine the relationship and adaptation between grocery store operators and consumers; 2) identify development and adaptation guidelines for grocery store operators while investigating consumer needs; and 3) develop approaches for strengthening relationships and adaptation tools for grocery store operators and consumers. The study employed qualitative research and participatory action research methods. The key informants comprised 30 participants. Data were collected through interviews, observations, and focus group discussions and analyzed using content analysis.

The findings revealed that, before the study, the participants had limited awareness of the importance of relationships and adaptation and how these factors affected their lives amid the increasing presence of convenience stores operated by external investors. Following their participation in the research, the participants gained greater knowledge and understanding of the importance of relationships and adaptation between grocery stores and consumers in the community.

The study also identified several approaches and tools that could help grocery store operators build stronger relationships with consumers and adapt more effectively. These included establishing relationships with local customers through various methods; forming networks of grocery store operators to obtain information from government agencies; understanding the direction of business operations in the community; enhancing operators’ capabilities; and adopting technology more effectively. The operators were also encouraged to manage and develop distinctive local products according to quality standards and community identity, particularly products not available in convenience stores. These approaches are intended to strengthen local grocery stores and enable them to sustain their businesses amid continuously changing circumstances.