กลยุทธ์ทางการตลาดที่ทำให้ตัดสินใจซื้อสินค้าร้านหนังสือเครือข่ายในเขตกรุงเทพมหานคร

Authors

น.ส.นันต์ชรี ปานเคลือบทอง, รศ.ว่าที่ ร.ต.ดร.ชัยยุทธ ชิโนกุล

Published

Proceedings of the 3rd National and International Conference on Philosophy, Politics and Economics

Abstract

This research aims to 1 ) study the behavior of entering bookstore chains of consumers in
Bangkok; 2 ) study the marketing strategies which make consumers decide to purchase products from bookstore chains in Bangkok; 3 ) compare the marketing strategies which make consumers decide to purchase products from bookstore chains in Bangkok categorized by demographic factors and 4 ) study the problems and guidelines to develop the marketing strategies which make consumers decide to purchase products from bookstore chains in Bangkok in accordance with consumer demand. This study is a mixed methods research which integrates quantitative and qualitative methods. As a survey research, the sample group of this study consisted of 400 consumers who decided to or used to buy products from bookstore chains in Bangkok. The researcher also conducted in-depth interviews with 3 people who were related to the management of bookstore chain businesses with an aim to explore the marketing concepts of bookstore chains at present. The researcher applied the method of simple random sampling by drawing lots to choose 4 branches of SE-ED Book Center and 4 branches of Naiin. The tool used for data collection was a questionnaire and structured interviews, whereas the statistics applied for data analysis were frequency, percentage, mean and standard deviation, as well as t- Test, one- way Anova and LSD ( Least Significant Difference). The statistical significance level determined for this analysis was at 0.05. The results of the study demonstrated that most respondents were female, aged between 15 and 20, single, were students, earned a bachelor’s degree, and had the income of no more than15,000 Baht per month. The sample group considered every factor of the marketing strategies which made consumers decide to purchase products in bookstore chains very important. The order of importance was as follows: process, personnel, distribution channel, price, physical environment,promotion and product. Additionally, according to the hypothesis testing, it was discovered that the strategies which made people of different genders, ages, marital statuses, occupations, education levels and income levels decide to purchase products from bookstore chains were not different.The recommendation from this research is that entrepreneurs should develop all 7 aspects of marketing strategies. In terms of product, they should pay attention to product selection so that the products are diverse and in accordance with the target group’s demand. In terms of price,discounts should not be offered too frequently. Regarding distribution channel, online channel should be more emphasized. As for promotion, bookstore entrepreneurs should focus on content marketing by creating interesting contents for their products via social media. In terms of personnel,an emphasis should be put on a training to improve service. To enable better process, logistics and product ordering system should be developed so that they become efficient and fast. Finally, in terms of physical environment, the stores should be decorated to attract the target groups. Good ambience should also be created in the bookstores.

กลยุทธ์ทางการตลาดที่ทำให้ตัดสินใจซื้อสินค้าร้านหนังสือเครือข่ายในเขตกรุงเทพมหานคร. Rangsit University, Pathum Thani, Thailand, 3rd National and International Conference on Philosophy, Politics and Economics (105-112).