Business Plan of Smart Electronics Distribution Store

Abstract

This research aimed to study (1) Study consumer behavior in purchasing smart electronic devices; (2) Examine the decision-making process in purchasing smart electronic devices; (3) Investigate the influence of the 7Ps marketing mix on consumers' purchasing decisions; and (4) Develop a business plan for a smart electronic device retail store. The research used quantitative research with 400 samples from 6 areas, which are within a 5-kilometer radius of the store. Data were collected through online questionnaires and analyzed using descriptive statistics. The research results found that (1) 95.5 percent of consumers have purchased smart devices, with 42.5 percent of consumers able to purchase at any time. However, 53.2 percent of consumers still need more information before making a decision, with an average spending of more than 3,000 baht per transaction. (2) The main factors influencing the purchase decision were product quality (89.8 percent), reasonable price (84.1 percent), and brand (75 percent). Most consumers purchased from specialized stores (66.6 percent) and used social media (80 percent) as their main source of information. (3) The factors that most influenced consumers’ purchase decision were product features, such as innovation and modern technology, including price comparison from multiple sources, convenience of access to stores, store credibility, and comprehensive marketing promotions. and personnel with expertise (4) For the business plan, it was found that an investment of 9 million baht was required, with a strategy that emphasizes quality and innovation, increases installation and repair services, and offers multiple price levels and promotions to build confidence, with an internal rate of return of 63.74% and a payback period of 3 years. This research contributes to the body of knowledge regarding consumer purchasing behavior for smart devices in the context of the Thai market and the appropriate formulation of 7Ps marketing strategies.