Factors Affecting Competition Potential of Traditional Retail Stores of Traditional Retail Stores in Klaeng District, Rayong Province

Abstract

The research entitled factors affecting competition potential of traditional retail stores of traditional retail stores in Klaeng district, Rayong province aims to study the level of opinions about factors affecting competition potential of traditional retail stores by surveying 400 traditional retail stores in Klaeng district, Rayong province. The results are as follows:

            Most of traditional retail stores in the district of Klang, Rayong Province, are over 75 square meters, opening for 6-10 years, available from 8:00 a.m. to 7:00 p.m. The nature of the business is a single owner with 10,001-15,000 baht profit per month and customers spend more than 150 baht per time.

            There are 30 factors affecting the competition potential of traditional retailers. There are 4 levels as follows:

            There are 2 factors affecting the competition potential of traditional retailers at a high level: the impressive customer service and the sale of good quality products.

There are 18 factors affecting the competition potential of traditional retailers at a medium level: the modern design of stores, variety of products, well-known brands, discounts of buying in large quantities, all time fresh products, good location, product orders via phone, service mind, delivery service. customer relationship system, lower price comparing to the market, clean containers or packaging, product sale via mobile phones or social networks, convenient parking lot, sale promotion (such as price cuts, draw), product warranty, clear product price tags and helping society and community.

There are 7 factors affecting the competition potential of traditional retailers at a low level: clear recommendations and product information, membership system and special privileges in purchasing products, advertising banners presenting the products, collecting stamps to redeem rewards, special discounts, special marketing activities in various festivals and distributing free samples.

There are 3 factors affecting the competition potential of traditional retailers at the lowest level: selling on credit, buying on credit, and 24-hour availability.

The hypothesis results are that the traditional retail store size, the opening period, the opening time, the nature of the business and the profit are not significant factors affecting the competition potential of traditional retail stores while the money the customers spend affects the competition potential of traditional retail stores.