Modern Millennium Retail Strategies Influencing Convenience Store Service Selection by Millennial Consumers in Nonthaburi Province
Keywords:
Modern Retail Mix Strategy, Convenience Store, Millennial ConsumersAbstract
This research aimed to investigate: 1) the significance level of modern retail mix strategies by millennial consumers, 2) the selection of convenience store services by millennial consumers, and 3) the impact of modern retail strategies on the selection of convenience store services by millennial consumers. The sample group consisted of 400 Millennium consumers in Nonthaburi province, selected using stratified random sampling by district. The statistics used for analysis include frequency, percentage, mean, standard deviation, and multiple regression analysis using the enter method.
The research findings indicated that 1) modern retail mix strategies in pricing, store design, and decoration were of utmost importance to millennial consumers, 2) millennial consumers preferred to use 7-Eleven convenience store services the most, and 3) modern millennium retail strategies regarding location selection, pricing, marketing communication, and store design and decoration significantly influenced the selection of convenience store services by millennium consumers, with statistical significance at the .05 level.
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