Marketing Mix Influencing Decision of Renting Shop Spaces and the Tenants’ Satisfaction: A Case Study of Chatuchak Weekend Market, Managed by State Railway of Thailand

Abstract

This research had 5 main objectives including: 1) to study the characteristics of demographic factors, marketing mix, decision of renting shop spaces, and satisfaction of tenants; 2) to examine how different demographic factors affected difference in decision of renting shop spaces; 3) to explore how different demographic factors affected difference in satisfaction of tenants; 4)  to how marketing mix affected decision of renting shop spaces; and 5) to study the role of marketing mix in predicting satisfaction of tenants. This study used a case of Chatuchak Weekend Market, managed by State Railway of Thailand. The results showed that: 1) most of respondents were females, aged between above 30 and 40 years old, being married, having their own business, graduated with bachelor’s degree, earning around 20,001 to 30,000 Baht per month, having a domicile in Bangkok; 2) the marketing mix was found to have an important role in overall as they were rated at a high level; 3) most of respondents decided to rent the shop spaces because of their supplementary occupation or as their hobbies, used the rented shop space around twice a week; rented either as sublet tenants or for selling the products by themselves in a form of family business, sold clothes, rented for around 5 to 10 years, and knew the rented spaces from friends or acquaintances; 4) the respondents with different gender, age, occupation, average income per month, and domicile were found to have different decision of renting shop spaces, at a .05 level of statistical significance; and 5) product and price were found to have relations with the tenants’ decision to rent shop spaces at the Chatuchak Weekend Market in terms of their frequency in using the space, at a .05 level of statistical significance; (6) product, price, and promotion had relations with the tenants’ decision to rent shop spaces at the Chatuchak Weekend Market in terms of the length of renting period, at a .05 level of statistical significance; and 7) product, place and promotion could predict the tenants’ satisfaction, at a .05 level of statistical significance.