RETAIL MANAGEMENT INFLUNCING CONSUMERS’ PURCHASING DECISION IN THE BANGKOK METROPOLITAN AREA

Abstract

This study was conducted to: 1) examine the retail management and 2) investigate the relationship between the retail management and consumers’ purchasing decisions in Bangkok and metropolitan area. The samples consisted of 424 consumers who have recently purchased products from a retail store. Questionnaires were used in the data collection. The data were analyzed using descriptive statistic including percentage, means, and standard deviation. In addition, t-test, One-way Analysis of Variance (ANOVA) and Pearson Correlation were computed to verify the relationship between the retail management and consumers’ purchasing decisions. It could be observed in the findings that, the majority of the participants (76.2%) were single females between the age of 31-40 with bachelor’s degree, and average monthly incomes of 10,001-30,000 baht. In addition to the overall investigation, the retail management could impose a high level of influence to consumers’ purchasing decisions. Further, Type-I hypothesis test revealed that the differences in personal factors among genders resulted in different post-purchase behaviors, which could then affect their purchasing decisions. Likewise, consumers with different education and income levels appeared to have different needs, and thus their purchasing patterns could be found different. This difference could be observed to have a statistical significance at the level of 0.05. Finally, the results of type-II hypothesis test could be described as follows: the retail management was found to be in relation to the purchasing decision (r = .430). In five dimensions; which included demand or problem recognition (r = .392), information searching (r = .312), alternative appraisal (r = .233), purchasing decision (r = .323), and post purchase behavior (r = .284) were found to have a statistical significance relation at the level of 0.05.