An Analysis of Data Base on Consumer Preference in Nakhon Ratchasima

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An Analysis of Data Base on Consumer Preference in Nakhon Ratchasima

ඡԧÈÑ¡´Ôì ªÑªҭ*

Takerngsak Chaichan*

ÊÒ¢ÒÇÔªÒà·¤â¹âÅÂÕ¡ÒèѴ¡Òà ÊӹѡÇÔªÒà·¤â¹âÅÂÕÊѧ¤Á ÁËÒÇÔ·ÂÒÅÑÂà·¤â¹âÅÂÕÊØùÒÃÕ

Abstract

This research aimed to study a data base on consumer preferences for business services in order to understand conditions and levels of consumer preferences, compare the levels of their preferences for 3 types of business services: department stores, banks, and hotels located in Nakhon Ratchasima, and to investigate problems relating to the provision of those services that have an impact on consumer preferences, and to propose solutions to the problems. The primary data were collected from 496 consumers using questionnaires and interviews as research tools. The correlation of the data was established and explained by using narrative statistics. The research found that for department store services, the majority of consumers preferred The Mall Nakhon Ratchasima; for banks, they preferred Krung Thai Bank; and for hotels, they preferred Ratchapruek Grand Hotel. The most important reasons for their preferences was the convenience of transportation and parking. As for the conditions of the consumer preference, it was the found that the overall preference for the business services provided by department stores, banks, and hotels was at a ‘moderate’ level, with the preference for department stores higher than for hotels and banks, respectively Concerning the levels of their preference, when classified by sex and occupation, it was found that they were not different. However, when classified by age and income, it was found that the levels of their preference were different for department stores, but not for banks and hotels.

When classified by education, it was found that they were different for all 3 types of

* Corresponding author. Tel.: +66 4422 4267; fax: +66 4422 4205 E-mail address: kerngsak@sut.ac.th

business services. Recommendations for improving the services provided by these 3 types of businesses indicated that improvement was most needed in the areas of pricing and marketing.

Keywords: ¼ŒÙºÃÔâÀ¤ (consumer); ¤ÇÒÁ¾Ö§¾Í㨠(preference); ¸ØáԨºÃÔ¡Òà (business services)

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Êӹѡ§Ò¹Ê¶ÔµÔáˋ§ªÒµÔ. (2549). ÊÁØ´ÃÒ§ҹʶԵԨѧËÇÑ´ ¾.È. 2549: ¹¤ÃÃÒªÊÕÁÒ 2549. ¹¤ÃÃÒªÊÕÁÒ:

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