The impact of maketing communiation factors on consumers' purchasing decision of discout stores in Thailand

Abstract

The objective of this study is to investigate the marketing communication factors that impact on consumers' purchasing decision on discount store in Thailand. The multinomial logistic regression analysis was used and the attitude survey was conducted from 450 consumers have shopped among top three discount store operators: Tesco Lotus, Big C, and Carrefour. The results of this study show that the marketing communication factors in order to increase the customer base and make more market share in this segmentation. Tesco lotus should maintain a strategy about "Brochures and booklets" and "Sweepstakes" by distributing of brochures & booklets to customers continuously and include the sweepstakes in order to increase the customer base and still having an advantage over the competitors. Big C should maintain a strategy about "Events and Sponsorships" by supporting of the activities that joint to customer continuously in order to in order to increase potential in the competition in this discount store business. Carrefour should maintain a strategy about "Billboards", "Company websites", and "Weekly sale promotions by increasing of the number of billboards, update the company website continuously include developing of the website to attract theirs customers. Moreover, Carrefour should use the special sale promotion tools such as prices off, premiums, and point-of-purchase displays by weekly in order to attract.