A A Study of the Purchasing Behavior of Big Point Members at Big C Supercenter, Surin Branch

Abstract

A study of the purchasing behavior of Big Point members at Big C Supercenter, Surin branch. The objective is to study personal factors and behavior in purchasing products. and Big Point members' satisfaction with the benefits they receive. By selecting a sample of 385 people, the instrument used was a questionnaire. Statistics were used in the analysis. Including frequency, percentage, mean, and standard deviation.

The results of the study found that the majority of the sample were female, between the ages of 31 and 40, and had a bachelor's degree. Occupation: Civil servant, salary 15,001 - 25,000 baht, average monthly income 15,000 - 25,000 baht, have been a Big Point member for 1 - 3 years, use Big Point membership rights sometimes to buy products at Big C. Most of them show their rights to become Big Point members by giving their phone number. The products most frequently purchased when special prices are offered are packaged foods. There is a cost of purchasing products per time of approximately 1,001 - 2,000 baht. They usually come to spend on Saturday - Sunday. The frequency of coming to buy products at Big C Surin branch is 1 - 2 times per month. Most of them use the benefits of Big Points as discounts on purchasing products. and the level of satisfaction of Big Point members at Big C Supercenter, Surin branch. Overall, Big Point members have the highest level of satisfaction. When considering each item, it was found that Big Point members They were satisfied with the top 3 benefits they received, including being able to use them as discounts instead of cash to pay for products. It is convenient to use, just tell us your phone number. or ID card number and exchange big points Receive discounts/special privileges from participating stores.