วารสารวิทยาลัยบัณฑิตเอเซีย ...

The objectives of this research were to study and compare the opinions of consumer’s behavior and marketing mix factor affecting to purchase decision making of traditional retail stores in That Phanom District, Nakhon Phanom Province. The study were 382 has been selected to be a sample group. The research tools was Likert’s 5 rating scales questionnaire. The data has been analyzed using frequency, percentage, mean, standard deviation, and one way ANOVA. The result revealed that the of consumer’s behavior and marketing mix factor affecting to purchase decision making of traditional retail stores in That Phanom District, Nakhon Phanom Province In overall aspect at high level ( =4.22) and was subsequently arranged from higher to lower level as shown next. Place for service aspect ( =4.29) Promotion aspect ( =4.20) Price aspect ( =4.16) and Product aspect ( =4.15). Therefore, the result of comparative analysis of opinions on marketing mix factor towards consumer decision-making in traditional retail service, classified by education level, was not different.