Factors Affecting Traditional Retail Stores Competitiveness in Chiang Mai, Thailand

Abstract

This study had objectives to study factors and model affecting traditional retail stores competitiveness in Chiang Mai, Thailand. The samples of this study were 400 traditional retail stores’ customers and 30 retail store owners. The result of the study showed that most of selected factors highly affected traditional retail stores competitiveness in Chiang Mai, Thailand. Those factors were employee, products, value, location, lay out of store and arrangement of goods, variety of products and services, corporate social responsibility, relationship with business competitors, pricing and profitability, store decoration, inventory, promotion and distribution. While technology and communication with customers fairly affected expected of customers. The owners of retail stores in Chiang Mai need to focus all these factors as their were affecting traditional retail stores competitiveness and ability to survive in this ever-changing world of retail.