Factors Affecting Spending Behavior of Shoppers at 7-Eleven Convenience Stores in Front of Songkhla Rajabhat University, Thaksin University in Songkhla and Rajamangala University of Technology Srivijaya at Songkhla

Abstract

Objectives of this research are (1) to study consumer behavior in using the services of 7-Eleven convenience stores, (2) to analyze the level of buyer satisfaction with products and services of 7-Eleven stores, and (3) to identify factors affecting purchases at 7-Eleven stores in front of Songkhla Rajabhat University, Thaksin University, Songkhla Campus, and Rajamangala University of Technology Srivijaya, Songkhla. Qualitative samples were executives and employees of 3 stores, 2 people each. Quantitative samples were 360 ​​shoppers in 7-Eleven stores, 120 people in each of the 3 stores. Two research instruments were used, an interview form and a questionnaire. Statistical analysis was performed using frequency, percentage, mean, and standard deviation.

Research results found that the behavior of buyers in using the services of 7-Eleven stores was mostly female, 20-24 years old, holding a bachelor's degree, and student occupation. Income less than 10,000 baht, single, number of family members 3-5 people, used the services 1-2 days a week, spent use less than 100 baht per time. Most consumers were moderately satisfied with products and services.

Factors affecting shopping in the store in all 4 aspects were at a moderate level overall, 1) environment and facilities factors, 2) consumer cost factors, 3) product factors, and 4) employee service factors. Suggestion was that entrepreneurs should increase attention to the physical appearance of the store, which will affect consumer attitudes towards the store, causing them to return to buy again and tell others in a positive way.