Factors Affecting Convenience Store Management During Rush Hours: A Case Study of Convenience Stores in Pathum Thani Province

Abstract

This research aimed to investigate the factors affecting convenience store management during rush hours in Pathum Thani Province. A quantitative research approach was employed. Data were collected through online questionnaires from 400 consumers in Mueang Pathum Thani District and Sam Khok District. The data were analyzed using frequency, percentage, mean, standard deviation, and One-Way Analysis of Variance (One-Way ANOVA). The results revealed that the majority of respondents were female, aged 20–30 years, single, had an educational level below a bachelor’s degree, were students, and earned an average monthly income of 10,000–15,000 baht. Consumers placed great importance on speed and convenience when purchasing products, with ready-to-eat meals, beverages, and familiar products requiring minimal decision-making time being the most frequently purchased items. Overall, consumers’ opinions toward convenience store management were at the highest level, with the highest mean scores observed for the store’s physical environment and service quality. The hypothesis testing indicated that differences in gender, age, occupation, and monthly income significantly affected consumers’ opinions regarding convenience store management at the 0.05 level. These findings suggest that personal factors play an important role in shaping consumers’ expectations and perceptions of convenience store management and service during rush hours.