Marketing Mix Factors Influencing the Decision to Use Convenience Store Services Among Private Company Employees

Abstract

This research aimed to (1) examine the decision-making behavior of private company employees in using convenience store services based on their personal characteristics; (2) investigate the marketing mix factors influencing their decisions to use convenience store services; (3) analyze the relationship between convenience store usage behavior and personal characteristics; and (4) compare differences in the importance of marketing mix factors according to personal characteristics. This study employed a quantitative research design. Data were collected using a questionnaire administered to 400 private company employees selected through purposive sampling. The reliability of the questionnaire was assessed using Cronbach’s alpha coefficient, yielding a reliability value of 0.975. Data were analyzed using frequency, percentage, mean, standard deviation, Chi-square test, independent samples t-test, one-way analysis of variance (ANOVA), and Scheffé’s post hoc test. The findings indicated that (1) most respondents were female, aged between 30 and 40 years, single, held a bachelor's degree or higher, earned a monthly income of 15,000–30,000 baht, and visited convenience stores more than three times per week, with 7-Eleven being their preferred convenience store; (2) the overall importance of the marketing mix factors was rated at a high level ( = 4.32, S.D. = 0.50). The highest-rated factor was place, followed by product, physical evidence, process, people, price, and promotion, respectively; (3) some personal characteristics were significantly related to convenience store usage behavior at the .05 level; and (4) there were no statistically significant differences in the overall importance of the marketing mix factors among respondents with different personal characteristics.