The Consumer Decision Making Style Influencing SKU Rationalization within Higher Education Institutions in Amphoe Mueang, Nakhon Pathom
Journal homepage http:/jmss.dusit.ac.th The Consumer Decision Making Style Influencing SKU Rationalization within Higher Education Institutions in Amphoe Mueang, Nakhon Pathom Corresponding Author e mail: nathawan.aom@gmail.com Introduction Currently, convenience store business is a modern retail business with the most market share from the traditional retailers. The major cause of changes is changing the lifestyle of consumers which currently exphasizes on convenient and modernity of lifestyles, high quality and variety of products, quick services, rushing through life, and size of family changed to a small size which lead to change in consumer behavior. Furthermore, consumers may buy more products from convenience stores in the future, thus, the convenience store business has a high expansion and competitive rate to compete for market share. Effective management is a key factor that makes the convenience store business success by modifying strategies in various fields to change the consumption habits of the target audience in order to meet the needs of consumers and the sustainable competitiveness. Inventory management is one of the key strategies of logistics that will enhance the competitiveness of the convenience store business. Furthermore, convenience stores have restrictions on the size of the area (limited space) resulting in the selection of products to be sold, which regards to consumer demands. The selection of products that do not meet the needs of consumers which makes the goods unable to be sold out at the right amount, resulting in excessive inventory. According to the previous studies (Malinowski, Karwana, Sunb Pintoc, 2018; Hubner, 2017) selecting products the can meets Journal of Multidisciplinary in Social Sciences (September December 2019) 15(3) 87