BUSINESS SUCCESS FACTORS OF FRESH MARKET: A CASE STUDY OF NEW NA KLUEA FRESH FOOD MARKET, BANGLAMUNG DISTRICT, CHONBORI PROVINCE

Abstract

The research aimed to study personal factors, behaviors and the satisfaction level of marketing mixes of New Na Kleu Fresh Market customers and the personal factors affecting  the satisfaction level of marketing mixes of New Na Kleu Fresh Market customers, including the analysis of business success factors of the fresh market. This mixed method research consists of quantitative research, which used the questionnaires as data collection instrument from the 400 samples, who were New Na Kleu Fresh Market customers. It combined both descriptive and inferential statistics in analyzing the data. The qualitative method applied structured in-depth interview, which studied the content about the business success factors as the data collection from the interview with the entrepreneurs and 6 fresh market commissioners.

     The study found that the service customers’ income per month was around 5,001-10,000 Baht. The frequency of service was one time per week. Each spending was less than 500 Baht. The satisfaction level of the product was highest. The differences of personal factors as genders, ages, occupations, and average income affect the marketing mixes at a statistical significance level of 0.05. The entrepreneurs and the fresh market commissioners agreed with the 3 business success factors, which were product, service providers and price. The matters which needed to be urgently improved were the place, particularly parking-lots. Therefore, entrepreneurs and fresh market commissioners should bring these obtained data to develop the strategic plan of the business success model for the fresh market, to strengthen the efficient and sustainable business.