The relationship between marketing mix factors and consumers’ service choice decisions in the retail sector of Nonthaburi Province

Abstract

The objectives of this research were: 1. to examine the level of marketing factors influencing consumers’ service selection decisions in the retail business sector in Nonthaburi Province, 2. to investigate the level of consumers’ service selection decisions in the retail business sector in Nonthaburi Province, and 3. to analyze the relationship between marketing factors and consumers’ service selection decisions in the retail business sector in Nonthaburi Province. The sample consisted of 400 consumers who used retail services, including convenience stores, supermarkets, and retail shopping malls in Nonthaburi Province.The statistical methods employed for data analysis included percentage, mean, standard deviation, and hypothesis testing using multiple regression analysis. The finding indicated that consumers had a high overall perceptions of marketing factors, and their decisions regarding service selection were also at a high level. The correlation analysis indicated that marketing factors were positively related to consumers’ service selection decisions at the 0.05 level of statistical significance. The results of the multiple regression analysis indicated that marketing factors are the variance in consumers’ service selection decisions. Among the marketing factors, product and promotion significant influence consumers’  decisions when selecting services, while price and place had a comparatively lesser impact. The findings of this study can be used as guidelines for retail business operators in formulating effective marketing strategies to better respond to consumer needs and to enhance sustainable competitiveness.