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Abstract

This research aims

1) to study the demographic of customer’s traditional trade In Nongkhaem, Bangkok

2) to study marketing mix of customer’s traditional trade In Nongkhaem, Bangkok

3) to study customers’ behavior of traditional trade in Nongkhaem, Bangkok. The samples used for this study are 400
samples. This research was multi-stage random sampling. Questionnaires were used to collect data. The data was analyzed as frequency, percentage, mean, and standard deviation. For hypothesis testing was used chi-square.
The results of the study showed that most customers are female, aged between 20 - 30 years old, hold bachelor’s degree, worked in private companies, income over 30,000 baht, own vehicle and family of 4-5 people. In addition, Most customers buy by goods urgently, product was purchased for their own used,
purchasing more than 4 time per month because cheaper products, about 301-500 baht per time, type of product were snack, buy was during 18.01 to 22.00 hrs., distance from home to ship around 100 meters. In addition, the overall marketing mixes were high level. The most of factor was distribution channels, the second was physical evidence and person was important as the last.
The hypothesis testing revealed that demographic: gender, age, marital status, level of education, occupation, income, vehicles and number of family related to behavior of customers of Traditional Trade In Nongkhaem, Bangkok. In addition, the researcher found that marketing mix: product, price, distribution channels, promotion, person, process and physical evidence related to customers’ to behavior of customers of Traditional Trade In Nongkhaem, Bangkok.