BUSINESS PRESSURE THAT AFFECTS THE COMPETITIVE ADVANTAGE OF RETAIL STORE ENTREPRENEUR IN MUEANG DISTRICT, LAMPANG PROVINCE

แรงกดดันทางธุรกิจที่ส่งผลต่อความได้เปรียบทางการแข่งขัน ของผู้ประกอบการร้านค้าปลีกในเขต อำเภอเมือง จังหวัดลำปาง

Abstract

This research has the objective to study the study business pressures, study competitive advantage and study business pressures that affects the competitive advantage of retail store entrepreneur in Mueang district, Lampang province. It is quantitative research. The sample group consisted of 187 retail store operators in Mueang district, Lampang province. Purposive random sampling was used. The tool used is a questionnaire. Data were analyzed used descriptive statistics used percentages, means, and standard deviations and used inferential statistics by analyzing multiple regression equations. Results of the study of business pressures is at a high level. The aspect with the highest average value is the bargaining power of buyers, followed by the entry of new competitors. The bargaining power of buyers sell substitute products and competitors in the same industry. As for the competitive advantage of entrepreneurs it is at a high level. The aspect with the highest average is focusing on a specific market, followed by cost leadership and differentiation. Analysis of the Pearson correlation value found that five forces model that affect the competitive advantage of entrepreneurs: include the entry of new competitors, competitors in the same industry, bargaining power of buyers, substitute products, and bargaining power of sellers. It has a relationship statistically significant at the 0.05 level. Multiple regression analysis found that in terms of substitute products and bargaining power of sellers affects the competitive advantage of retail store entrepreneur. As for the entry of new competitors, competitors in the same industry and bargaining power of buyers it has no influence on the competitive advantage of retail store operators in Mueang district, Lampang province.