عنوان انگلیسی مقاله:

Marketing Mix and Purchasing Behavior for Community Products at Traditional Markets

ترجمه عنوان مقاله: آمیخته بازاریابی و رفتار خرید برای محصولات جامعه در بازارهای سنتی

رشته: مدیریت بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 6 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

This research involved [i] discovering the differences of purchasing behavior of consumers at traditional markets in Bangkok by gender, age, marital status, educational level, occupation and monthly income; [ii] investigating a correlation between marketing mix determinants and consumers’ purchasing behavior; [iii] investigating a correlation between product mix determinants and consumers’ purchasing behavior; and [iv] examining a correlation between consumers’ purchasing behavior and their likelihood of future purchasing. The goal was to identify the marketing mix of Bangkok traditional markets that determined the purchasing behavior of consumers. A total of 400 samples were selected from the population of consumers who visited and shopped at traditional markets, in Bangkok. The findings provided more understanding of viewpoints towards the community marketing mix determinants on consumers’ purchasing behavior. The findings revealed a significant correlation between the consumers’ attitudes towards the marketing mix determinants of price, sellers and place and buying behavior in terms of the buying frequency. Moreover, a higher purchasing frequency level also determined the likelihood of revisiting to shop at traditional markets, positive recommendations and more frequent shopping in case of receiving a higher income.
Keywords: Consumer Purchaing Behavior; Determinants; Marketing Mix; Traditional Market

مقدمه انگلیسی مقاله

Community products have played an important role in traditional markets in Bangkok, Thailand. For the last three or four decades, the globalization has mobilized Thailand into the modern era, bringing with it threats frommodern trade practices as well as some liberalization laws and new regulations that promote foreign direct investment and free flow of labor, especially from ASEAN nations. With higher financial status, technological advancement, and management innovations, transnational corporations have posed a threat to Thai entrepreneurs, especially old-style retailers in traditional markets. Leading modern or large trade retailers from abroad have now expanded their branches around Bangkok, neighboring provinces, and all other provinces throughout Thailand. This is bound to affect modern consumers’ purchasing behavior. High competition in this modern trade environment brings about a vulnerability to old-style retailers in traditional markets. Many times the effects were so critical that these old-style retailers often decide to close their businesses due to less and less customers. Unprofitability for these old-style retailers in traditional markets can be caused by many factors, for instance, changes of tastes and values towards community products, competition from imported products, consumers’ modern lifestyle and purchasing behavior, and a lack of capability of old-style retailers to offer consumers more attractive retail prices and attractive marketing campaign (Kotler, 2003).
The abovementioned situation is important for end consumers who want cheaper prices and more variety of products, as well as in an expansion of local employment, yet long- term negative effects cannot be ignored. Inreality, with a continuously higher number of local residents buying goods from modern trade and other franchised retailer corporations rather than from small single-owned groceries, will potentially create problems of dramatic income leakages and circular flow of income in the national economy (Santiwong, 1998). From a historical perspective, Thai consumers started to understand the word ‘market’ in the ancient period as a place where selling and buying activities occurred for consumer goods in daily life both in the morning market and the evening market. Traditionally, a market in the sense of Thai consumers referred to retail trading which could occur on a river as well as on land markets. These traditional markets have a physical and emotional attachment to local consumers living in and nearby, and characterize Thai traditional ways in settling down. In terms of river or floating markets, the urbanization and environmental changes have transferred local traditional buying and selling along rivers and canals to land markets. Nevertheless, floating markets today are still been promoted by local authorities for the sake of promoting local community tourism (Rattanareuthai, 2006).

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