การบริหารการตลาดร้านขายของชำ : กรณีศึกษาภาคใต้

Abstract

Marketing Management of Grocery Stores: A Case Study of Southern Thailand

Marketing Management of Grocery Stores: A Case Study of Southern Thailand The purpose of this study is two fold. Firstly, the study aims at exploring marketing management practices of grocery stores in Southern Thailand in terms of merchant relationship management, product decision making, product management, pricing, promotion and customer relationship management. Additionally, the study aims at suggestion marketing campaigns that are appropriate for Thai lifestyles. The sample for the population of this study was drawn from grocery stores with less than 30 employees. Such stores are located in Southern provinces existed multinational department stores. Such provinces consist of Songkhla, Nakhon Si Thammarat, Suratthani and Phuket. Systematic sampling technique is employed to select 240 samples. The statistical analyses are factor analysis, Chi-Square, and ANOVA. Variables include store sizes and marketing management techniques.

The results indicate that small stores are less successful in merchant relationship management than large stores. Small stores have no promotion campaigns. However, their customer relationship management is effective. The study suggests that small stores need to find out their location advantages, provide variety of goods, maintain store cleanliness, provide fair pricing and focus on product quality. Moreover, store owners and their sale representatives must realize the importance of customer relationship management.

Additionally, the study suggests that success factors of slightly small stores are location, price, customer acquaintance, product variety, customer relationship management and merchant relationship management. In addition, success factors of slightly large stores consist of price, product quality, product variety, promotion campaigns and community relationship management. Further more, such stores should develop their product management strategies and systems and create friendly environment in stores.

Moreover, success factors of large stores are merchant relationship management, marketing management plans and systems, price and product quality. The study also reports limitations of large grocery stores which include product variety, product procurement and inventory management. The suggestions for such stores are improvements on product quality, pricing, trust, store image and positioning