FACTORS AFFECTING THE SUCCESS OF HARDWARE RETAILERS IN EASTERN SEABOARD INDUSTRIAL ESTATE, RAYONG PROVINCE

Abstract

This research aims to study the factors influencing the success of retail hardware business operators in the Eastern Seaboard Industrial Estate area, Rayong Province. It is a quantitative study, with a sample group of 400 retail hardware business operators in the Eastern Seaboard Industrial Estate area, Rayong Province, selected through simple random sampling. The research instrument used was a questionnaire. Data analysis was conducted using descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics including t-test, F-test, and multiple regression analysis. A significance level of 0.05 was set for statistical significance.The results of the study showed that the factors related to marketing services, particularly in marketing management to create customer satisfaction and increase long-term profits, include: 1) Product quality: Operators should focus on selecting high-quality products that meet customer needs, promoting continuous inspection and quality control before shipment. 2) Distribution methods: Expanding distribution channels both online and offline.3) Shipping: Establishing an efficient and safe delivery system. 4) Delivery time: Managing inventory to reduce the time spent preparing products. 5) Operational costs: Planning to reduce operational costs, such as bulk purchasing of goods in advance. The success of operators has a significant impact on the success of retail hardware businesses in the Eastern Seaboard Industrial Estate area, Rayong Province. The personal factors of operators, including gender, age, education level, management experience, and registered capital, also significantly affect the success of retail hardware business operators.