—This study had objectives to study factors and
model affecting traditional retail stores competitiveness in
Chiang Mai, Thailand. The samples of this study were 400
traditional retail stores’ customers and 30 retail store owners.
The result of the study showed that most of selected factors
highly affected traditional retail stores competitiveness in
Chiang Mai, Thailand. Those factors were employee, products,
value, location, lay out of store and arrangement of goods,
variety of products and services, corporate social responsibility,
relationship with business competitors, pricing and profitability,
store decoration, inventory, promotion and distribution. While
technology and communication with customers fairly affected
expected of customers. The owners of retail stores in Chiang
Mai need to focus all these factors as their were affecting
traditional retail stores competitiveness and ability to survive in
this ever-changing world of retail.
—Business, competitiveness, retail store,
Phansawat Fongkam is with the Faculty of Business Administration,
North-Chiang Mai University, Thailand (e-mail:
Cite: Phansawat Fongkam, "Factors Affecting Traditional Retail Stores
Competitiveness in Chiang Mai, Thailand," Journal of Economics, Business and Management vol. 3, no. 2, pp. 297-301, 2015.