Business Plan for Developing Convenience Stores in Bangkok Metropolitan and Its Vicinity

Abstract

This research aims to (1) analyze consumer behavior when purchasing products from
convenience stores, (2) examine the factors influencing purchasing decisions at convenience stores, and (3) develop a business plan for the development of convenience stores in Bangkok metropolitan and its vicinity. The study was conducted using a quantitative research approach. The population of the study includes individuals who use or have used convenience store services, specifically those residing in Bangkok metropolitan and its vicinity. The sample size was determined using Taro Yamane’s formula, with a total of 412 respondents selected through convenience sampling, and data were collected using Google Forms. The confidence level was set at 95%, with a margin of error of 5%. Data analysis was performed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The findings revealed that (1) most respondents were female, aged between 27-44 years, married, holding a master's degree, employed in private companies, with an average monthly income exceeding 30,000 THB. They last used the service 1-3 months ago and frequented the store 2-3 times per month, mostly on weekends. Their average expenditure per visit was between 401-500 THB. The most commonly purchased items were cleaning supplies, with family or partners often influencing their purchasing decisions. Payments were mostly made through Mobile Banking. (2) The factors influencing purchasing decisions included the availability of a wide variety of products, clear price tags, a range of price options, multiple promotions, clean, well-lit, and safe store environments, helpful staff, various payment options (cash, bank transfer, credit cards, app payments), and spacious store layouts that make shopping convenient. (3) The proposed business plan for developing convenience stores in the Bangkok Metropolitan Area and surrounding provinces requires an investment of 34,180,500 THB, with a payback period of 4 years and an estimated return on investment (ROI) of 19.80%.