Consumer Behavior and Marketing Factors of Famous Department Store in Chengdu, China

บทคัดย่อ

This research aimed to 1) study the consumer behavior of the MINISO department store, 2) study the marketing factors of the MINISO department store, and 3) compare the marketing factors of the MINISO department store classifier by the demographics profile of the sample. This research was a quantitative method via accidental sampling of 385 respondents. The research instrument was a questionnaire. The statistics used for analysis were frequency, percentage, means, standard deviation, ranking, and hypothesis testing by ONE Way ANOVA.

The research results were as follows: 1) consumer behavior of MINISO department store customers was frequency of purchases three months ago between 2 times – 3 times 191 respondents (46.6 %), average purchase three months ago less than 188 respondents (48.8 %), and type of products purchase were household and consumer goods 107 respondents (27.8%), 2) marketing factors of MINISO department store at a high significant level were process, product, price, promotion, physical evidence, distribution, and people respectively, three and there were not significant deferent overall of marketing factors of MINISO department store classifier by age, marital status, occupation, average monthly income.