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Retail Store Environment in Songkhla Province
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Abstract
This research aims to compare retail store environment between traditional retail store and
modern trade. The research sample consisted of 400 retails’ customers.ǰThe research instrument was
7-point Likert scale questionnaires.
The preliminary scale consisted of 30 items (
D
= 0.97 ǰǰData was
analyzed via independent sample t-test, using SPSS. The result indicates that retail store environment
including ( ǰSocial factor (2) Light (3) Color ǰTemperature (5) Layout (6) Design and (7) Equipment of
the traditional retail store and those of modern trade are statistically different at the significant level of
0.001. Entrepreneurs, managers and marketing practitioners in retail business, especially traditional
retail can use the research results to formulate strategies for creating their retail store environment to
attract customers.
Keywords:
Retail Store Environment, Traditional Retail Store, Modern Trade, Song
1
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ǰCorresponding author:ǰTel.: 0892995757. E-mail address:
