The economic crisis affecting stationery shops in Bangkok

Abstract

This article has the objectives 1) to study the impact of the economic crisis on stationery stores in Bangkok and 2) to find ways for stationery stores in Bangkok to adapt to the economic crisis. The research design is qualitative research. The samples are stationery store owners, stationery store employees, and 15 stationery store users. Data is analyzed using content analysis and descriptive writing. The results of the research are as follows:

1. Research results according to objective 1: The economic crisis has clearly affected stationery shops in Bangkok, causing sales to decrease because consumers are more careful in spending, causing shops to have to adjust their marketing strategies, whether it be organizing price reduction promotions or offering economical products to meet customer needs.
2. The research results according to objective 2 during the economic crisis, stationery shops in Bangkok have adapted to survive and grow sustainably, both by adjusting marketing strategies by organizing discount promotions and offering economical products to attract customers. They also create differences from the original service, such as adjusting the sales format through online channels, providing advice on choosing products, reaching more customers, and increasing distribution channels, as well as building good relationships with customers through attentive and quality services, which will enable stationery shops to recover and grow in the future.

Knowledge from this research The economic crisis has reduced consumer purchasing power, resulting in a decline in stationery store sales. Stores must adjust their strategies by turning to selling cheaper products or adapting to online sales channels to expand their customer base. In addition, changes in the education system and the use of digital technology in online learning have also reduced the demand for stationery. The government can play a role in supporting stationery businesses through financial assistance or promoting new skills training for store owners. Stationery stores that can adapt to such situations will be able to survive and compete in the long term.