Wiang Kao District and (2) to study the comparison of personal characteristics and satisfaction with the use of traditional retail stores in Wiang Kao District, Khon Kaen Province. The samples used in the study were users of traditional retail stores, in Wiang Kao District, Khon Kaen Province with total number of 400 people. Questionnaires were used as a tool in this study. The statistics used in the study were frequency, percentage, mean, standard deviation, t-test, f-test and factor analysis. The results showed that satisfaction of using the traditional retail stores in Wiang Kao District, Khon Kaen Province, in overall was mostly at a low level, and was found that service users were most satisfied with the product and quality, followed by the care and solution of the location, speed convenience of service, the impression of the service and the manners of the service providers respectively.