The Relationship between Marketing Mix Perception and Consumer Choice of Convenience Stores in Muak Lek Municipality, Muak Lek District, Saraburi
Keywords:Marketing Mix, Consumer Choice, Convenience Stores
The aim of this research was to study the level of perception of the marketing mix and consumer choice of convenience stores. It also analyzed the relationship between
marketing mix and consumer choice of convenience stores in Muak Lek Municipality,
Muak Lek District, Saraburi. The population used in this study was 208 convenience store consumers. The tool used for data collection was a questionnaire. The statistics used to analyze the data were frequency, percentage, mean, standard deviation,
correlation analysis and multiple regression analysis. The research found that the highest level of physical evidence perception (mean=4.30, SD=0.43) and the lowest level of awareness promotion (mean=3.92, SD=0.54), which was a high level. Also, found that the promotion, process, and physical evidence of the convenience stores were significantly related to consumer choice of convenience stores at the 0. 0 5 level.
Conclusions and recommendations from the research may be useful for convenience
store operators to further improve convenience store operations to be successful.
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