Customer Behaviours in Purchasing Products at Lawson 108 Convenience Store (Pracha Uthit 76 Branch)

The research, titled "Customer Behaviours in Purchasing Products at Lawson 108 (Pracha Uthit 76 Branch)," aimed to study consumer behaviours in purchasing products at Lawson 108 (Pracha Uthit 76 Branch) and to compare consumer behaviours in purchasing products at Lawson 108 (Pracha Uthit 76 Branch) by gender and age. This quantitative research was conducted. Data were collected using a questionnaire. A purposive sample of 200 customers was selected using convenience sampling. The research results regarding the use of marketing factors in relation to shopping behaviours at Lawson 108 (Pracha Uthit 76 branch) revealed that the overall average of the 4P's marketing mix factors influencing the decision to use Lawson 108 (Pracha Uthit 76 branch) was 4.49 (= 4.29, S.D. = 0.71), which is at a high level. When considering each aspect, the highest average was product (= 4.38, S.D. = 0.64), which is at a high level. This was followed by sales promotion (= 4.34, S.D. = 0.72), which was at a high level. Distribution channels (= 4.24, S.D. = 0.72), which was at a high level. The lowest average was price (= 3.75, S.D. = 0.83), which was at a high level.