Purchasing behavior of consumers in convenience stores in Nong-Don District, Saraburi Province

Abstract

This research aims to study 1) personal characteristics that affect the purchasing behavior of consumers in convenience stores in Nong-Don District, Saraburi province, and 2) retail market factors that affect the purchasing behavior in convenience stores in Nong-Don District, Saraburi province. The sample group used in the research consisted of 400 people in Nong Don District, Saraburi province. The instrument used for data collection was a questionnaire. The statistics used for data analysis were percentage, mean, standard deviation, a statistical significance test with a value of 0.05. The results of the research are that 1) most of the sample groups were female, aged 21-25 years, with status occupation student, a monthly income less than or equal to 10,000 Baht, and an education level below bachelor's degree. 2) Furthermore, factors influenced the purchasing behavior in convenience stores. Overall, the average score was at the highest level. The process had the highest average score, followed by the product and distribution, physical characteristics, personnel, and marketing communications. The aspect with the least average score was the price. 3) Shopping behavior in convenience stores was analyzed by hypothesis testing. It was found that different sexes had different purchasing behavior in convenience stores in Nong-Don District, Saraburi province. It was significantly different at the 0.05 level and age, marital status, occupation, monthly income, educational backgrounds. The different is consumers' purchasing behavior in convenience stores in Nong-Don District, Saraburi province were significantly different at the 0.05 level. Retail market factors like products, price, distribution, marketing promotion, personnel, process, and physical appearance affect the purchasing behavior in convenience stores in Nong-Don District, Saraburi province.