Adaptation Strategies for the Survival of Small Retailers in Samutsakhon Municipal Area,...

7/29/2019 Adaptation Strategies for the Survival of Small Retailers in Samutsakhon Municipal Area, Samutsakorn

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Adaptation Strategies for the Survival of Small Retailers

in Samutsakhon Municipal Area, Samutsakorn

. *, ** ***Dr.Viroj Jadesadalug, Panattha Pharktoop and Suparat Iamsamut

1) . . 2) 3)

. . 70 1) 2) 3)

:, ,

* ; E-mail: [email protected]

** ;E-mail:

[email protected]

*** ; E-mail:[email protected]


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Abstract

The objective of this research was 1) To study adaptation strategies of small retailers in

Samutsakhon municipal area, Samutsakorn. 2) To study the survival of small retailers. 3) To study the

relationship between adaptation and the survival strategies of small retailers. 70 entrepreneurs are used

to be samples, while questionnaires are instruments, and statistical technique used in this research. Data

was analyzed by frequency, percentage, mean, standard deviation and correlation analysis. The researchs

result found that 1) Entrepreneurs choosing strategy found that most had high level of satisfaction to

focus on the customers. 2) Believe that entrepreneurs survival of small retailers depend on the number

of new customers. 3) To create an environment within the store relationship with the survival, creating an

environment inside the store relationship to make a difference with the product. A beautiful shop fitting

for the service. Keep clean inside the store regularly, including the use of light and sound. To attract

customers to buy more products. Finally, theoretical and managerial contributions are provided and

suggestions for further research are introduced.

Key Word: Adaptation Strategies, Survival, Small Retail

3 34,346.50 0.40 (, 2555)

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1. . .


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2. . .3.

. .

( , 2552: 82) 5 (Five Forces Model, Micheal E. Porter) ( ,2552: 33) SMEs ( , 2544: 156)

1

(Quantitative Approach)

104 2555 70

Likert-scale 5 1 5 ( , 2545: 124) 1) 4.51-5.00 2) 3.51-4.50 3) 2.51-3.50 4) 1.51-2.50

5) 1.00-

1.50

1.

2.

3.

4.


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(Content Validity) (Reliability) Cronbach alphas 0.71-0.74

0.62-0.64 0.60

(Pearsons Product MomentCorrelation Coefficient) 6 4 5 4 5

( 57.1) 31-40 ( 41.4) .( 51.4) 5-10 ( 55.7) ( 27.1) 30,000 ( 41.4) 50,000-100,000 ( 50)

1

( ) (S.D.)

1. 3.95 0.33 2. 4.05 0.37

3. 3.93 0.34 4. 3.91 0.42

3.96 0.27

( = 3.96)

( = 4.05) ( = 3.95)

( = 3.93) ( = 3.91)


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2

( ) (S.D.) 1. 4.02 0.63

2. 4.02 0.70 3. 4.00 0.58 4. 4.22 0.56

5. 4.14 0.62

4.08 0.38

( = 4.08)

( = 4.22) ( = 4.14)

( = 4.02) ( = 4.02) ( = 4.00)

3

0.545**

1. 0.426**

2. 0.347**3. 0.435**

4. 0.414**

** 0.01

3 ( r) (r = 0.545**) (r = 0.435**) (r = 0.426**)

(r = 0.414**) (r = 0.347**)


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1.

2.

3.

. 2545. . : . . 2544. .: . . 2549.

. 2 (1): 89-97.

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. 2552. .: .

. 2555. . 30 2555 http://www.sakorncity.com.

Adaptation Strategies for the Survival of Small Retailers in Samutsakhon Municipal Area,...

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