Marketing Mix Factors Influencing Consumer Purchasing Behavior at Modern Trade Retail Stores in Bangkok

Abstract

The purpose of this quantitative research was to study marketing mix factors influencing consumer purchasing behavior at modern trade retail stores in Bangkok.  The research instrument was a questionnaire. The sample, randomly selected by convenience sampling technique, consisted of 400 people who have been living in Bangkok and have bought something at modern trade retail stores before.     

The results revealed that, according to the opinions of most of the respondents, the marketing mix factors overall influenced their purchasing behavior at modern trade retail stores in Bangkok with the mean score of 3.42 while their purchasing behavior at the modern trade retail stores was overall at the highest level with the mean score of 3.21.  When the multiple regression had been used to test the data statistically, it was found that product and promotion, the two marketing mix factors, influenced the consumer purchasing behavior at modern trade retail stores in Bangkok with the significance level of 0.05.  It was suggested that, in terms of product, the modern trade retail stores in Bangkok should offer products that meet customers’ needs with an emphasis on their varieties in form, size, usability and modernity while, in terms of marketing promotion, communication modes with an effective access to a large number of customers should be primarily considered for long-term customer encouragement, motivation and retention.