| dc.description.abstract | Convenience stores are a type of retail business and are a growing shopping trend. This research was conducted to evaluate factors affecting on customer’s buying decision toward convenience store; specifically, analyzing 6 factors such as place, product, price, service quality, promotion and store atmosphere.
Data collected from the survey is delivered directly to customers at the 15 selected stores. Then the research proceeds with analysis by SPSS software.
Results from the analysis express that place, product, price, promotion and store atmosphere have a positive effect on customer’s buying decision. Finally, there are a few proposals related to customer satisfaction toward convenience stores to help the retail industry grow. | en_US |
