The Impact of the Covid-19 Pandemic on Consumer Spending in

Flea Markets Evidence in Thailand

SUP AMORNPINYO

Faculty of Interdisciplinary Studies,

Khon Kaen University,

Nongkhai Campus, Muang District, Nongkhai, 43000,

THAILAND

purchase decision based on four factors in the marketing mix, which consists of product, price, promotion and

place. For flea markets in Thailand, the place has no statistical significance. Understanding consumer behaviour

can increase selling channels for vendors. In addition, online selling is not only an option that helps vendors to

increase their sales, but also a way to survive in the COVID-19 crisis.

Key-Words: - Purchase decision, Consumer behavior, Flea market, Marketing mix, Mixed methods, COVID-19

Received: November 9, 2021. Revised: August 12, 2022. Accepted: September 16, 2022. Published: October 12, 2022.

1 Introduction

a few weeks into the crisis [5]. In Europe, the start-

up industry which is the most important driving

power in the economic sector has received a lot of

negative impact from the COVID-19 pandemic [15],

[16]. One important thing that helps control the

crisis is the movement’s control order of the

government. In Malaysia, after the announcement or

the order, the income of small enterprises decreased

dramatically because the involved supporting

sectors such as retails and transportation had been

health problem and led to some symptoms of

depression and anxiety. This impact becomes a

major obstacle to achieving the Twelfth National

Economic and Social Plan of Thailand that

emphasizes economic growth in terms of investment

for both public and private sectors. The plan is to

target groups of customers. Flea markets are

operated by various types of organizations, not only

local government organizations. The proliferation of

flea markets is an indicator of a local economy [8].

In this COVID-19 pandemic, fruit and vegetable

markets were significantly impacted [20]. The

purchase decision is a decision-making stage of

consumers that leads them to purchase a product or

However, the price can be varied and depend on

places and inventories [9]. The response of

consumers to the simultaneous change of price and

package size increases the market tactics of sellers

[28]. The decision can be interrupted due to

unexpected situations such as a time of scarcity in

the COVID-19 pandemic [19]. There are five roles

involving this purchase decision: an originator, an

influencer, a decision-maker, a buyer and a user

[26].

some are smaller. Some offer general merchandise

while others specialize in one kind of product, like

antiques or local products. In 2009, Janepraphapong

found that the price factor has the highest influence

in purchase decisions of customers at flea markets in

Mae Phrik District, Lampang Province. For a flea

market in Muang District, Nakhon Ratchasima

Province, not only the price is the most effective

factor in the purchase decision, but also the

closeness of flea markets and customers’ homes

significantly depends on the variety, standardization

and quality of products [23]. Moreover, customers

value the appropriate pricing for products and their

decisions are also influenced by the market location

and promotion. In a competitive market where

vendors sell similar products, an effective sales

strategy is very important to help increase sales and

profits [1], [2], [18].

Flea market E opens on Wednesday from 2pm to

5pm and has capacity for 20 vendors. The

researchers collected the data from all vendors in

these five flea markets. The contingency table below

(Table 1) shows the percentage of five major flea

markets and types of goods, which can be

represented as a bar chart in Figure 1. The

proportion of flea-markets and types of goods are

Flea markets in the province have compiled the

stalls’ position to decrease crowding and the

possibility of being infected. Every dining area

must manage seats at least 1 meter apart or

have a partition between each table.

washing station or 70% alcohol gel at service

points, e.g., entrances, exits, and payment

points.

entire market every day. For toilets, tables,

utensils.

is overcrowded, and limit the amount of

customer service interactions.

between customers and products to prevent

saliva or other secretions falling into the

products, and avoid touching money directly.

Using payment methods via QR code or

internet banking is recommended. In addition,

must wear an appropriate protection uniform.

Permanent gloves must be carefully washed

and dried after using them. Disposable gloves

must be left in mixed waste bins. After the

gloves are taken off, the janitor must wash

hands up to elbows with water and soap. All

cloth must be cleaned or thrown away after

using.

vendors to increase their sales and the COVID-19

pandemic still has highly impacted on these flea-

market dynamics. Most products in the flea markets

are deli and fresh food.

Whitney U test. The null and alternative hypotheses

evidence of a significant difference among product,

price and promotion; however, there is a significant

difference between these three factors and place as

shown in Figure 3.

However, for some vendors whose target groups

so to increase sales by online platform is almost

impossible. Even though almost all customers in the

flea markets have mobile phones, many of them

cannot afford smartphones with a performance to

access internet or internet package. Scan to Pay

allows customers to scan a QR code at any retail

store and make a payment; in addition, it can reduce

the risk of COVID-19 because of no touching

flea markets are not only places for buying goods,

but also places for hanging out with their friends

and families. The COVID-19 crisis makes them less

face to face communication and far apart, especially

elderly people.

5 Discussion

As long as vendors can meet three factors, product,

price and promotion, then they can sell their

products at any flea market according to the group

interview.

range 50-100 baht, vendors should sell products

whose prices are less than or equal to 100 baht

because a customer can easily make a purchase

In the current report of WHO about the COVID-

businesses is decreasing and owners of businesses

try to find the best way to survive in this crisis [5,

16]. So, every vendor in flea markets must

transform themselves to survive and live with

COVID-19. Online selling is an option that helps

vendors to increase their sales; however,

understanding consumer behaviour is a key factor to

help vendors come up with new selling strategies

the future study can be specified to flea-markets

vendors.

Acknowledgement:

This research was supported by Research and

Graduate Studies, Khon Kaen University, Thailand.

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