Consumer behavior toward book rental store : a study of rental behavior of residents at Soi Pattanakarn 61, Bangkok

Abstract

This study aims to study the book rental behaviors of the residents in Soi Pattanakarn 61, Prawet district, Bangkok, including studying the factors that influence their rental behaviors, the expectation and other recommendations toward the book rental store. The methodology used in this study is the quantitative approach, the primary data will be collected by distribute questionnaire to the population group who rented and could rent the book from Baan Cartoon book rental store, the sample size of this study is 92. The results of this study found that the most reason for using the service of book rental store is cost saving, comics are the most popular types of book to rent. Most of the factors that the respondent consider as an important are related to the book itself such as the availability of newly book or the variety types of book in the rental store. A frequently promotion plan is the most topic that respondents expected to have from the book rental store. It is expected that the data contained in this research study will interested and benefit to all readers.