This research has the objective of the research: 1. to study the implications of the purchase behavior in retail customers buying ice song. 2. to study the problem of the residents in buying ice song. 3. To study the retail customer segmentation based on purchase behaviors factor ice song. Samples used in the study are a group of residents who choose to buy the song ice from ice phichai tantayaporn. (Quota Sampling), made on a sample of 217 items, tools used to collect information is a questionnaire. Study results showed that the purchase behavior has ordered frozen on average per month, 15.1-25,0 baht has purchased an average ice ice factory number 2 PCs/day has ordered ice from the ice plant is a long time 1 – 3 years of the purchase frequency, amount of ice from an ice factory, 2 times per day. (9.1 – 12.00 pmStudy of the troubles) retail customer products, customers have little ice in quantity price quantity price is not suitable for the distribution of the service has been slowly dealer. Retail customer segmentation based on purchase behaviors factor ice song. All can be divided in 3 groups, and can name all group 3 group to contribute to defining the strategy in accordance with the purpose of further research. The group is as follows: The average amount of ice to buy low, and fewer new fee for procurement. 2. high ice and buy in bulk quantity for prolonged use in buying in the morning. Group 3 Buy a medium service procurement was not the evening until well into the night.
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