CUSTOMER SEGMENTATION BY DECISION MAKING PROCESS OF BADMINTON EQUIPMENT IN SURATTHANI AND RETAILING MIX

Abstract

This research was divided into Customer Segmentation according to the decision making process of badminton equipment in Surat Thani and attitude towards the Retailing mix. The purpose is study the Retailing mix. Study the buying decision process  and collected data from 400 questionnaires. The data analyzed was using Cluster analysis for make customer segmentation by K-Mean method divided into 3 groups. Group 1 “Good service and good price” in this group the most agree is the decision to buy about the price is reasonable and the best attitude about customer service is friendly in this group. Group 2 “Comfortable travel and information for people interested” in this group the most agree is the behavior after purchase to inform product to people that interested and the best attitude about Location is comfortable in this group. Group 3 “Play for hobby and experiment before buying” in this group the most agree is awareness issues about buy badminton equipment for play in hobby and the best attitude about retailing mix is Customer service for experiment before buying.