The Watch-out in Cigarette Retail Shop's Shop Sale Promotion Strategy, Case Study: the Lower Northern Region

Abstract

This research aims to analyze the sale promotion strategy and the motivation creation towards the customer' cigarette's using, the behavior that is unlawful of agents, wholesale shops, retail shops, shops in the big market, and to describe the cigarette products by using the description research, and definite selecting the sample group in the city area and the nearby district which are Phitsanulok, Tak, Kamphaengphet and Uttraradit – two districts from each province. The data collection was done by structural interview, owner's in-depth interview, independent observation, cigarette tricky buying between November 2010 – October 2011, total 11 months, data analysis by analyzing content and drawing inductive conclusion.

The research result found that agent retail shops buy cigarettes from the tobacco factory then process to contact with the tobacco factory's representatives and the tobacco factory has set up the price and the quantity for selling cigarettes to each agent in each province. If the agents order in large numbers, they will get some discount and receive the cigarette display box, as well as to join the wholesale shop thank you party. At the party, there will be souvenirs given, some equipment and signs that have

pictures of cigarette brand on them to the restaurants. In the wholesale shops, there aren't any sale promotions done. In contrast, in the retail shops, such as grocery stores, there are some cigarette display box found, and breaking-law behavior found. Those behaviors are opening the cigarette show box intentionally, indicating the price by the show box, etc...