| dc.description.abstract | This research aims to study 1) personal characteristics that affect the purchasing
behavior of consumers in convenience stores in Nong-Don District, Saraburi province, and
2) retail market factors that affect the purchasing behavior in convenience stores in
Nong-Don District, Saraburi province. The sample group used in the research consisted of
400 people in Nong Don District, Saraburi province. The instrument used for data collection
was a questionnaire. The statistics used for data analysis were percentage, mean, standard
deviation, a statistical significance test with a value of 0.05.
The results of the research are that 1) most of the sample groups were female, aged
21-25 years, with status occupation student, a monthly income less than or equal to 10,000
Baht, and an education level below bachelor's degree. 2) Furthermore, factors influenced
the purchasing behavior in convenience stores. Overall, the average score was at the
highest level. The process had the highest average score, followed by the product and
distribution, physical characteristics, personnel, and marketing communications. The aspect
with the least average score was the price. 3) Shopping behavior in convenience stores was
analyzed by hypothesis testing. It was found that different sexes had different purchasing
behavior in convenience stores in Nong-Don District, Saraburi province. It was significantly
different at the 0.05 level and age, marital status, occupation, monthly income, educational
backgrounds. The different is consumers' purchasing behavior in convenience stores in
Nong-Don District, Saraburi province were significantly different at the 0.05 level. Retail
market factors like products, price, distribution, marketing promotion, personnel, process,
and physical appearance affect the purchasing behavior in convenience stores in
Nong-Don District, Saraburi province. | en_US |
