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The objectives of this research were: 1) to survey the level of consumers’ awareness on traditional grocery stores in Dusit District, Bangkok, based on location, service quality , risk, shopping enjoyment, value for money, shopping satisfaction and future shopping intention;  2) to survey the influences of factors including: location, service quality, risk, shopping enjoyment, value for money and shopping satisfaction on  future shopping intention of the consumers of the traditional grocery stores in Dusit District, Bangkok. Quantitative and qualitative analyses are used in this research. The quantitative sample comprises of 400 consumers in Dusit District, Bangkok, to whom questionnaires were distributed. In-depth interviews were also conducted with five owners of traditional grocery stores in the same area. In analyzing data of this study, both multiple regression analysis and SPSS for windows were employed. According to the results of this research, it was found that consumers have moderate level of awareness on location, service quality, risk, shopping enjoyment, value for money, shopping satisfaction and future shopping intention. The factors including value for money, shopping enjoyment and the risk strongly influence on shopping satisfaction and the shopping satisfaction influences on the future shopping intention. This research also indicates that the factor on shopping enjoyment mostly stems from the consumers organize activities together at traditional grocery stores.

THE QUALITY AND MANAGEMENT DEVELOPMENT FOR TRADITIONAL GROCERY STORES IN DUSIT DISTRICT, BANGKOK