MARKETING MIX FACTORS AFFECTING THE SURVIVAL OF GROCERY STORES IN COMPETITIVE SITUATIONS WITH MODERN CONVENIENCE STORES: A CASE STUDY OF AREAS AROUND MAHASARAKHAM UNIVERSITY

Abstract

The objectives of this research were (1) to study the current state of grocery stores in the area around Mahasarakham University (2) to study the marketing mix factors that influence the survival of grocery stores in competition with convenience stores, and (3) to study the perspectives of grocery store entrepreneurs on the survival of their businesses in the current situation. This research is a quantitative research. Data were collected from 39 grocery store entrepreneurs in areas surrounding Mahasarakham University with a developed questionnaire. Data were analyzed by frequency, percentage, mean and standard deviation. The results of the research revealed that (1) most grocery stores have been in operation for more than 10 years, located on main roads and people’s thoroughfares. Most shops located in the area of the owner's house or private building. The impact of stores when convenience stores were added to the area makes almost grocery stores have no increase in revenue from the original. (2) All aspects of the marketing mix moderately affect the survival of grocery stores, ranked in order of influence from highest to lowest as follows: a diverse range of products, location and distribution channels, marketing promotion, and prices equal to or lower than competitors. (3) Grocery store owners have opinions on the survival of stores in the competitive situation with modern convenience stores, indicated that stores must maintain regular customers with friendliness, and build confidence in customers' stores.