The relationship between the Satisfaction Levels of Retail Mix and Consumer Behavior to Tendency Purchasing Products from Suwan Shop

Abstract

    This quantitative research examines the relationship between the satisfaction levels of retail mix and Consumer Behavior to Tendency Purchasing Products from Suwan Shop. This research aims to study the correlation between the satisfaction levels of retail mix and consumer behaviors of tendency purchasing products from Suwan Shop. The target survey group consists of 400 individuals, by using the test statistics of mean, percentage, average value, ANOVA standard deviation, T-test and Pearson Correlation Coefficient. The research shows that most of the survey participants are female aged from 30-39 years old, and are mainly married with a high school degree and are currently having their own personal business. Their monthly average salary ranges from 20,001-30,000 Baht. The analysis of the data shows that most of Suwan Shop customers have a high level of satisfaction in the location including the variety of products that the shop offers, the communication and marketing schemes that the shop uses, the price and store design accordingly. In terms of consumer behavior, the average price paid by customer per visit to Suwan Shop is 100 Baht, and most often consumers come in the afternoon and evening to purchase the products on regular weekdays (Monday to Friday). The level of frequency that consumers come to the shop on average is 6 times per month. The test statistic also showed that the factors that differentiate each consumer behaviors to come purchase products of Suwan Shop is due to their gender and occupation. The test statistic examined the difference between the days that each type of consumer come to the shop also differentiates their purchasing behaviors. The hypothesis testing of the relationship between consumer behavior and satisfaction level of retail mix of Suwan Shop showed that most consumers are satisfied with the service of the Suwan Shop. The objective of this research identifies the correlation between the satisfaction levels of retailers and consumer behaviors of Suwan Shop.