ADAPTATION STRATEGIES OF TRADITIONAL GROCERY STORES FOR BUSINESS SURVIVAL IN THE DIGITAL ERA: A CASE STUDY IN NONTHABURI PROVINCE
Keywords:
Management, Marketing, TechnologyAbstract
This research aimed to: 1) examine the level of adaptation among traditional grocery stores in Nonthaburi Province, 2) investigate the level of business survival in the digital era, and 3) analyze the influence of adaptation on business survival. The study employed a quantitative survey research design. The sample consisted of 400 traditional grocery store entrepreneurs in Nonthaburi Province, selected through convenience sampling. The research instrument was a five-point Likert scale questionnaire that had been validated for content validity and demonstrated a high level of reliability. Data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that: 1) The overall level of adaptation among traditional grocery stores was high (= 4.03), with the service dimension recording the highest mean score (= 4.25) 2) The overall level of business survival in the digital era was also high (= 4.05), with the customer dimension having the highest mean score (= 4.10) 3) The factors of service, management, marketing, and technology had a positive influence on business survival at a statistically significant level of .01. Collectively, these factors explained 60.70% of the variance in business survival (Adjusted R² = 0.607, F = 155.432, p < .001). The new knowledge generated from this study indicates that the survival of traditional grocery stores in the digital era depends on the systematic integration of service, management, marketing, and digital technology. Such integration enhances competitive capabilities and promotes long-term business sustainability
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