Marketing Factors Affecting Rental Decisions of Retailers on Markets in Sriracha, Chonburi Province

Abstract

The objective of this study was it to study factors affecting rental decisions of retailers on markets in Sriracha, Chonburi Province. Primary data was collected from a sample of 400 retailers in Sriracha and analyzed by frequency, percentage, arithmetic mean and standard deviation. The Logit model was used for hypothesis testing by studying the relationship between personal factors, behavioral and marketing mix factors with rental decisions of retailers on markets in Sriracha. The KU market which operates every Tuesday was used as a case study. The results of the Logit model analysis revealed rental decisions at KU market that were affected at the statistical significance level of 0.10 were education, selling on Tuesday, product category, year of sale, vehicles, selling price and the distance between residence and KU market including marketing mix factors in terms of product, price, place, promotion, process and physical evidence. Hence, the management of markets should improve marketing factors according to retailers’ desire.