Identifying types of stores in commercial zones and their marketing strategies

Naiyarat Singhavolakul, Tzong-Ru Lee and Nirote Sinnarong

International Journal of Enterprise Network Management, 2011, vol. 4, issue 3, 275-301

Abstract: This study aim at selecting types of stores in commercial zones by applying consumer behaviour approach and at developing feasible marketing strategies for them. An example of commercial zone used in our paper is located in Chiang Mai province, Thailand. The grey relational analysis was used to evaluate the factors which are involved in the analysis of consumer shopping behaviours through the consumer decision process (CDP) model. Our results can be used as a reference for other commercial zones in other countries to develop their own marketing strategies.

Keywords: commercial zones; consumer decision processes; grey relational analysis; Thailand; stores; shops; retail trade; retailing; marketing strategies; store identification; consumer behaviour; Chiang Mai; factor evaluation; consumer behaviour; shopping malls; supermarkets; traditional markets; night markets; enterprise network management. (search for similar items in EconPapers)
Date: 2011
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