TY - JOUR AU - โจนส์, พวงชมพู AU - ธรรมดี, นราภรณ์ AU - ธรรมไพบูลย์, อรรถพล AU - สัทธาฉัตรมงคล, นุช PY - 2019/06/27 Y2 - 2024/03/29 TI - Community Retail Stores’ Image and Marketing Activities Improvement towards Customers’ Lifestyle in the Southern Region of Thailand JF - Business Review Journal JA - bus. rev. j. VL - 11 IS - 1 SE - Research Articles DO - UR - https://so01.tci-thaijo.org/index.php/bahcuojs/article/view/198360 SP - 176-195 AB - <p>This study aims to (1) to analyse lifestyles of consumers who live in the southern<br>region of Thailand (2) to study the pattern of community retail stores which reach consumers’needs<br>in the southern region (3) to explore the consumers’ impression of the community<br>retail stores in the southern region towards stores’ image. This Research is a quantitative research,<br>using non-probability sampling technique by selecting the sample group with purposive<br>sampling technique. Four hundred fifty (450) questionnaires were distributed and four hundred<br>and five (405) completed questionnaires were returned, it was ninety percent (90) response<br>rate. The data were analysed by using descriptive statistics for describing characteristics of<br>data. In addition, cluster analysis statistics (Cluster Analysis), K-Means Cluster and inferential<br>statistics (t-test) were applied to test hypotheses. The results of hypothesis testing found that<br>the sample group with different lifestyles had different needs and impression toward community<br>retail stores with statistical significance at 0.05.</p> ER -