| บทคัดย่อ(English) |
This research has two main aims, firstly to analyze the consumer'sevaluation of the factors that influence their decisions to purchase fooditems from a traditional markets and supermarkets, and secondly, to analyzewhether different consumer groups would evaluate these factors differently.Questionnaires that primarily asked the consumers to evaluate a number offactors that might influence their decision to patronize the food outletthey chose were administered to 208 traditional market and 200 supermarketaccidentally sampled consumers. SPSS for Windows was used firstly tocalculate descriptive statistics, and secondly to carry out the t-test andone-way analysis of variance. It was found that among the traditional market customers, locationwas the most important factor that influenced their decision to shop therewhile supermarket consumers equally regarded location and prices as the twomost important factors. It was also found that consumers with differentage, sex, education level, occupation and family income tended to evaluatethe factors that influenced their decision differently. |
