A RELATIONSHIP BETWEEN IMPORTANCE OF RETAIL MARKETING MIX AND CONSUMER BEHAVIOUR TOWARDS USAGE OF BOAT NOODLE SHOPS IN BUDDHA MONTHON, NAKHON PATHOM

Abstract

The purposes of this independent study were to examine consumer behavior towards usage of boat noodle shops, investigate importance of retail marketing mix of consumers towards boat noodle shops, and to explore relationship between importance of retail marketing mix and consumer behavior towards usage of boat noodle shops in Buddha Monthon, Nakhon Pathom. Then they were analyzed to frequency, percentage, mean, standard deviation, factor analysis, One-Way ANOVA, and multiple regressions.  The findings showed that most respondents were female between 20 and 29 years old and graduated with Bachelor’s Degree.  Most of them were employees and had average monthly earnings between 15,001 and 20,000 baht. When comparing the relationship between the importance of retail marketing mix and consumer behavior towards usage of boat noodle shops in Buddha Monthon, Nakhon Pathom, it found that the factors affecting the consumer behavior towards usage of boat noodle shops in Buddha Monthon, Nakhon Pathom with a statistical significance level of 0.05. These factors including variety, marketing communication, service, product, and communication in the shops did not affect the consumer behavior towards usage of boat noodle shops in Buddha Monthon, Nakhon Pathom.