A comparison on consumer’s satisfaction purchasing in convenience goods between Convenience Store and Small Retailer in PhraNakhon Si Ayutthaya Province.

Abstract

The purpose of this research was to compare the consumer’s satisfaction purchasing in convenience goods between convenience store and small retailer in PhraNakhon Si Ayutthaya Province. Using the quota sampling method, the samples group was 355 customers who experienced buying products at convenience store and small retail stores in PhraNakhon Si Ayutthaya province. The instrument used for data collection was a questionnaire. The statistics for data analysis are percentage, mean, standard deviation and t-test.

The findings revealed that respondents who usually buy product from small retailer were more satisfied than convenience store  in term of its staffs, product they have bought  were  already packed in plastic bags or cartons, price reduction and offering credit for customers. While the  respondents  who buy products  from convenience store were satisfied in term of good physical evidence, products that sell are variety and the services of staff are fast and accurate. The suggestions from this study for small retailers  were to should have variety product especially fresh food categories, it must be fresh and good quality. The cashiers should calculate fast and accurate. The small retailer should provide facilities as well as price tag attached to the products.