การวิเคราะห์ลักษณะของลูกค้าที่ใช้บริการศูนย์การค้า ในอำเภอเมืองเชียงใหม่

Abstract

The main objective of the study was to conduct profile analysis of customers who use shopping center in Meuang Chiang Mai District. Questionnaires were used for collecting data from customers in 5 different shopping centers. The data were analyzed by descriptive statistics including frequency, percentage, mean and Chi-square. The study revealed the profile in terms of demographic profile and behavioral profile of the customers visiting each shopping center. Kad Suan Kaew : most of the customers were high school students and university students, aged 16-20 years old, single. Incomes not exceeding 10,000bht per month. Family’s income 50,000-60,000bht. Living in dorms or apartments/condos across the city. They usually visited the mall to have a meal, more than 5 times per month, from Monday to Friday and on holidays, between 5.00pm-9.00pm. They also visited with 2-3 friends and spent not more than 500bht per person. They usually traveled by motorbikes to get there. They used kids services and food court area. Customers paid particular attention to amount of available spaces in parking lot. If there’s problem - they moved to other shopping centers. Customers got news and latest information through social media. Central Plaza Chiang Mai Airport : most of customers were 21-30 years old, with bachelor degree, private company workers and owners of business. Incomes 20,000-30,000bht, family incomes were more than 70,000bht per month. They visited the mall to have a meal, once a week, between 5.00pm-9.00pm. They visited with their couples or with their partners and spent about 1,000bht-1,500bht per person. They used mostly the restaurant service. And they tried best to find a parking lot, even if it takes longer time. They also complaint to their friends if some services were problematic. Promenada : most customers were women, aged 31-40 years old, graduated in bachelor degree, private company workers. Incomes 20,000-30,000bht, living in houses across Chiang Mai. They visited the mall to have a meal, from Monday to Friday, between 5.00pm-9.00pm. They usually came with 2-3 friends and spent about 1,000bht-5,000bht per person. They visited by car and used restaurant and shopping services. They chose Promenada due to lots of parking space, convenience and general safety. They got information about the center through social media. Central Festival Chiang Mai : most of customers were aged 21-30 years old, graduated in bachelor degree, owners of business. Incomes 20,000-30,000bht, family incomes were more than 70,000bht per month. Living in houses. They visited for 3-4 hours to have a meal, watch movie, use shopping and restaurant services and spent about 1,000-5,000bht per person. They visited with their couples or with their partners. They chose Central Festival due to lots of parking space, convenience and general safety. They got information about the center through social media. Maya : most of customers were aged 21-30 years old, graduated in bachelor degree, private company workers. Incomes 10,000-20,000bht. Living in houses. They visited for 1-2 hours to have a meal, watch movie, used kids and shopping services and spent about 5,000-1,000bht per person. They visited alone by their private cars. They chose Maya due to available services like movie theatre or kids park. They got information about the center through social media. They also always tried to find a parking lot, even if it took longer time. They got information about the center through social media.