สิ่งกระตุ้นและพฤติกรรมการซื้อสินค้าของผู้บริโภคในร้านค้าปลีกสมัยใหม่

Abstract

The objectives of this study were: 1) to study consumer’s buying behaviour from modern retail stores,  2) to study consumer’s influential factors for selecting the modern retailers and 3) to study the stimuli Influencing the consumer’s buying behaviour. The survey research was conducted, using questionnaires to collect data from 458 consumers both male and female between 18 and 55 years old, living in Bangkok. The results are as follows: Consumers have similar buying behaviour for the discount stores and supermarket, except for buying frequency, spending time, and average spending. Consumers have buying planning only for the category of goods. The most important influential factors in selecting the modern retailers, are the location of the modern retailers, followed by products, price and atmosphere and environment, respectively. Consumers with different demographic factors, except sex value influential factors for selecting the modern retail stores, different only on price and atmosphere and environment at the statistical significant level of 0.05 Concerning modern retailer stimuli, it is obvious that consumers’ interests and influential stimuli are from inside the stores rather than outside, by sales promotion within the store rather than any advertising media both outside and inside the stores.