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|標題:||A Study of Determining the Types of Business Shops in Commercial Zones and Its Marketing Strategies
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The study aims to determine the types of business shops in Commercial Zones through consumer behavior approach and to develop suitable marketing strategies for Commercial Zones. The primary data was collected through the purposive sampling technique and face-to-face interview and electronic mail of 400 respondents between 15 January 2009 until 15 March 2009 at Chiang Mai province, Thailand where will be initiating the Commercial Zones talking in the research.
Descriptive statistics are used to describe the basic features of demographic characteristics of respondents and analysis cross percentage between demographic characteristics of respondents and their shopping behaviors. Moreover, the Grey relation analysis (GRA) are used to evaluate and rank the priority of the factors which are involved in analysis of consumer shopping behaviors through the consumer decision process (CDP) model.
The study found that the majority of respondents is 21-30 years old and is single female, and have bachelor degree and work related to education, training and students. Most of them have monthly income less than 5,001 in Thai Baht, and there are 3 to 4 people in their family. Also, respondents live at home that located far from downtown at least 6 kilometers. They have a sense of accomplishment when asking their lifestyles. For shopping behaviors of respondents, the results showed that most of them are neither enjoy nor unenjoy grocery shopping and go shopping once a week on weekend time in general. The largest groups of them go shopping at supermarkets and amount spent each time in shopping is less than 1,000 in Thai Baht. Thus, the results indicated that differences of demographic of respondents cause the differences of shopping behaviors.
The study also indicated the results of CDP model analysis. The feasible marketing strategies in each stage of CDP model are following; 1) The Commercial Zones can be separated in five shops zones which are food and beverage zone, coffee and bake zone, minimart zone, discount retail zone, and fashion shop zone 2) Commercial Zones also should use TV program, window or store displays, magazines, billboard, paper advertisement and catalogues, and friend to provide useful information sources where respondents can get the information before purchasing products, 3) Commercial Zones should maintain high quality of its products with appropriate price because product quality and price are very sensitive to the respondents' evaluation whether they will buy products or not, 4) Commercial Zones should develop appropriate marketing strategies to influence marketing campaign. It should concern about purchase environment as point-of-purchase stimuli. This study finds the most effect on purchase decision is offering discount price, buy 1 gwt 1 free, and lastest 9 price, and 5) the Commercial Zones should provide product guarantees and provide information on product use for facilitating consumer after-purchase such product from Commercial Zones.
According to the above mentioned CDP figures, it can be as a reference for other Commercial Zones in other countries to develop their marketing strategies. In order to succeed and meet with the objectives of Commercial Zones, as well as consisted with consumers who are willing to purchase the products at marketing promotion stand point of Commercial Zones. The Commercial Zones should be operated based on their consumer orientation, monitoring their consumer behaviors, and also have good relationship with customers in order to maintain long-run business value.
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