RETAILING MIX AFFECTING PURCHASE DECISION OF TRADITIONAL RETAIL CASE STUDY AMONG TSENG HA KLONG16’S COMMUNITY

Abstract

Research employing quantitative survey method with the sample size of 295 peoples who ever purchased product at Tseng Ha Shop, those people were selected as convenience sampling. Questionnaire that had passed the quality test of validity and reliability evaluated by Cornbrash’s alphas was used as research tool in collecting data. The statistics used to analyze data were frequency, percentage, mean standard deviation and multiple regression analysis at the significance level of 0.05 to test the hypothesis.

The results found that the majority of sample sizes were female aged 20-29 years with 4 family members. Mostly education level was under Bachelor's degree and also had small family business with less income approximately 10,001 THB and they’re happy to watch movies and listens to music. Most of the samples have been a royal customer of Tseng Ha for more than 20 years. The frequency of purchase 1-2 times a week. One of the biggest reason to purchase product is cheap price especially negotiate condition to create consumer’s satisfaction. Primetime that most of consumer came to the shop during 10.00-12.00 PM. Most frequently purchased items were consumer product and with an average spend around 500 THB per visit.

The sample size commented on the Retailing mix. And purchase decisions overall at a high level.

The samples rates the overall Retailing mix at a high level and agree to the Merchandise Assortment terms at a highest level.

According to the hypothesis testing result, Merchandise Assortment, Store Design and Display and Customer Service influence on purchase decisions of Tseng Ha Klong16's but Location and Pricing have no influence.