Marketing Mix and Corporate Social Responsibility Affecting Consumer's Purchase Intension of Product from Traditional Retail Stores in Phra Nakhon Si Ayutthaya Province

Abstract

The purposes of this research were to study the marketing mix factors and corporate social responsibility affecting the consumer's purchase intension of product from traditional retail stores in Phra Nakhon Si Ayutthaya province. The samples in this study were 385 consumers from traditional retail stores in Phra Nakhon Si Ayutthaya province. The results of the satisfaction on marketing mix found the Product, Price and Place were at a high level while the Promotion was at moderate level. The corporate social responsibility found the Business Ethics, Consumer Responsibility and Community Involvement and Development were at a high level while the Environment was at moderate level. The results of the opinions level of consumer's purchase intension from traditional retail stores found the purchase   intension was at high level. The result of hypothesis test found that service marketing mix composed of the Product, Price, Place and Promotion were affected the consumer's    purchase intension of product from traditional  retail stores. The corporate social responsibility composed of the Business Ethics, Consumer Responsibility and Environment were affected the consumer's purchase intension of product from traditional retail stores. However the Community Involvement and Development was no affected the consumer's purchase intension of product from traditional retail stores. The findings of this study, the traditional stores retailers could be utilized to develop the  product and service to serve consumer needs. The findings of this study, the traditional stores retailers could be utilized to develop  the product and service to serve consumer needs.