GUIDELINES FOR DEVELOPING MARKETING MIX OF TRADITIONAL TRADE IN COMMUNITYAFFECTING CUSTOMERS’ DECISION MAKING ON PURCHASING PRODUCT IN BUENG KAN,BUENG KAN PROVINCE

Abstract

The objectives of this research are 1) to study the level of the marketing mix and consumer purchasing decisions in the area of Mueang Bueng Kan District, Bueng Kan Province. 2) To study the marketing mix that affects consumer purchasing decisions. Mueang Bueng Kan District area Bueng Kan Province 3) To serve as a guideline for developing the marketing mix for traditional retail stores in the community, affecting consumer demand to come back and buy again. And there is word-of-mouth. This research is mixed-methods research. The sample group consists of people who live in the Mueang Bueng Kan District area. In the community in Mueang Bueng Kan District, 400 people tested assumptions about the marketing mix and the decision-making process for buying consumer products in traditional retail stores in Bueng Kan Province. Bueng Kan Province found that in creating experiences A value aspect regarding access to consumers Relationship building affects the decision-making process for purchasing consumer products in traditional retail stores in communities in Mueang Bueng Kan District, Bueng Kan Province. At the statistical significance level of .05, qualitative data analysis From the interview results, they can be summarized as guidelines for developing the marketing mix for traditional retail stores in the community that affect consumer purchasing decisions. Mueang Bueng Kan District area Bueng Kan Province The number of retail stores in the community has to adapt and bring in modern technology for convenience. Both in-store and online distribution channels are available. There is a cash-on-delivery service, as well as promotions. There is a convenient parking space.