THE MODEL MARKETING OF TRADITIONAL RETAIL TO SUPPORT OF CUSTOMER BEHAVIOR CHANGING AND THE EXPANSION OF MODERN RETAIL BUSINESS IN BANGKOK METROPOLITAN

Abstract

Objectives of this research were 1. To study marketing consumer behavior and effective marketing of traditional retailers in Bangkok and its vicinity and adapt
to the changing consumer behavior in the expanding modern retail business, 2. To study the relationship of marketing, consumer behavior and effectiveness of
marketing that affect traditional retail businesses in Bangkok and its vicinity and 3. To propose traditional retail marketing models by incorporating the concepts and
theories of marketing, consumer behavior, satisfaction, loyalty and image .The research employs both quantitative and quality.
The research employs both quantitative and quality, that is such as quantitative research of the Bangkok Metropolitan Area population. Four hundred
traditional retail consumers were analyzed by a computer program. Descriptive statistics of the independent variables, insert samples, interpretation and
correlation based on assumptions of research using the Pearson correlation coefficients. The Statistical Factor Analysis and Qualitative Research were
used to analyze 10 traditional retail businesses in the Bangkok Metropolitan Area.Findings were as follows:
1. The overall marketing concept has varying opinions, the product,consumer attitude, and marketing effectiveness as a whole carries higher weighting.
As for the consumer behavior, weighting was on average.
2. Our research finds that marketing is closely related to consumer behavior. Consumer behavior and the efficiency and performance of marketing
finds a high statistical significance of 0.1
3. Our research confirms that a proper marketing model for thetraditional retail segment needs to also consider: 1) Location 2) Pricing 3)
Geographical attributes 4) Product 5) Marketing Promotion and Consumer behaviorconsists of: 1) motivation, 2) attitude 3). The recognition and marketing
effectiveness, which comprises: 1) loyalty, 2) image, 3) satisfaction.