Main Article Content
The objective of this research is to study the consumer behavior in order to increase customer satisfaction, and the factors inflences consumers buying behavior that concern merchandise management and service of modern trade in case supermarket. Empirical evidence from 416 participants shopping at supermarkets in Hatyai Songkhla province. The purpose of the study for provided a marketing strategy on merchandise management for the local entrepreneurs, who do business on modern trade as supermarket.In order to make a competitive situation which direct and indirect competition. Results reveal that the marketing strategy inflence to merchandising management. The fidings contribute to marketing factors that includingproduct value, price, shopping convenience, store atmosphere, sale promotion and service characteristics as shows signifiance level of 0.05. Furthermore, personal factors that includes age, income, education and organizations inflence to expense of product and service as shows signifiance level of 0.01. However, the localentrepreneurs, who do business on supermarket can be applied the result of this research for managing the merchandise planning processto enhance customer satisfaction and improve profi margin in to business.