Abstract

The purpose of this research were 1) to study the relationship of confirmatory factor analysis of the consumer decision making style influencing Stock Keeping Unit (SKU) rationalization within higher education institutions in Amphoe Mueang, Nakhon Pathom and 2) to study the decision making approach for selecting appropriate amount of SKUs for products or goods in the convenience store business. Furthermore, the samples in this study were collected which including students and staff who are in the higher education institutions in Amphoe Muang, Nakhon Pathom with a total number of 660 persons and data were collected by using questionnaire. The statistics used in this study consisted of descriptive statistics which are frequency, percentage, average, standard deviation and statistical hypothesis testing, structural equation modelling (SEM), relationship model between consumer decision making style and SKU Rationalization by AMOS program.

Keywords: Consumer Styles Inventory, SKU rationalization, Confirmatory factor analysis