The Influence of Digital Marketing Strategies on Consumer Goods Companies in the Retail Sector of Thailand: An Psychological Study

Abstract

Today, the Thai retail sector is regarded as one of the world's most appealing marketplaces. In reality, many multinational retail organizations have joined the worldwide market, which has opened many opportunities for consumers, but this open market has produced formidable competitive hurdles for local businesses. This study aims to investigate the elements impacting the retail marketing tactics of Thailand's retailers of consumer products in the contemporary period. The researcher had gathered primary data by conducting an online survey using Google forms and analysing quantitative data with SPSS in order to fulfil her aims. Data was obtained from 200 stores, edited, and coded before being examined using descriptive statistics such as percentages, frequencies, mean, and factor analysis. Extensive literature evaluation is undertaken to comprehend the numerous aspects influencing retail marketing by retailers throughout the globe, and this research was conducted to determine the perspective of retailers of consumer products in Thailand.