วารสารวิทยาลัยบัณฑิตเอเซีย ...

The purpose of this study was to study the consumer’s decision factor in choosing a retail store service, adaptation of traditional retail operators and suitable strategies for traditional retail business under crisis. The sample group used in the study are consumers and traditional retailers in the area around Khon Kaen University. The tools used in this research are Questionnaires used to collect data on consumers and in-depth interviews used to collect data with traditional retail operators. By analyzing data obtained from questionnaire responses with a statistical package program in the form of descriptive statistics and analyzing data obtained from in-depth interviews with Content Analysis. The results showed that (1) Consumer’s decision factors for choosing retail stores are: Product factor which is a variety of products in the store to choose from. Physical evidence factor is that the store has clearly labeled the price of the product. And personal factors is that the seller has a good human relationship to be willing to serve. (2) Adjustment of traditional retail operators are as follow: products that are sold do not focus on a variety of products which may cause traditional retail operators to lose money on unwanted products. Adding payment channels through mobile banking services such as Prompt Pay and Having good human relations with consumers will impress consumers to come back to buy products again. (3) Appropriate strategies for running a traditional retail business under the crisis are as follow: SO strategies: building good relationships with consumers to maintain a loyal customer base in the long run. WO strategies: importing technology that helps manage retail stores with software packages to help reduce management problems within the retail store and increase selling channels through online channels. ST strategies: traditional retailers should reduce their fixed cost costs and understand the needs of consumers. And WT strategies: adapting to the changing conditions of events.