factors influencing thai smes to adopt point-of-sales
TRANSCRIPT
FACTORS INFLUENCING THAI SMES TO ADOPT
POINT-OF-SALES SYSTEM (POS)
BY
MR. PONGSAKORN TIKAPICHART
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERCE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2018
COPYRIGHT OF THAMMASAT UNIVERSITY
Ref. code: 25616002040597HIA
FACTORS INFLUENCING THAI SMES TO ADOPT
POINT-OF-SALES SYSTEM (POS)
BY
MR. PONGSAKORN TIKAPICHART
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERCE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2018
COPYRIGHT OF THAMMASAT UNIVERSITY
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Independent Study Title FACTORS INFLUENCING THAI SMES TO
ADOPT POINT-OF-SALES SYSTEM (POS)
Author Mr. Pongsakorn Tikapichart
Degree Master of Science Program in Marketing
Major Field/Faculty/University Faculty of Commerce and Accountancy
Thammasat University
Independent Study Advisor Professor Malcolm C. Smith, Ph.D.
Academic Years 2018
ABSTRACT
Technology has changed how businesses operate in a significant way. No
matter the size of the companies, technology can help companies work more effectively
and efficiently. The Point of Sale (POS) system is one of the technologies that could be
applied to most small-to-medium enterprises (SMEs). However, some Thai SMEs still
use manual inventory management and manual accounting, which are perceived as
traditional methods.
This study was conducted to explore the factors that could influence Thai
SMEs to adopt a POS system. The research determined the level of importance of each
element as well as any negative factors that would inhibit Thai SMEs from POS
adoption. The research will further help software companies which develop POS, and
inventors who are interested in POS businesses to target the appropriate segment of
business owners and implement the right product features, marketing strategies, or
business model to convert them into POS users.
This research used both exploratory and descriptive research methods. The
exploratory research consists of secondary research and in-depth interviews.
Respondents in the interviews are Thai SMEs, who own businesses or who have shares
in a company, and included POS users, ex-POS users, and non-POS users. The personal
contacts and social relations of the researcher were the essential resources for recruiting
respondents. The participants were recruited through announcements on social
media. For the quantitative analysis, data from 287 respondents was gathered using an
online survey site, which is SurveyMonkey. The surveys were distributed by means of
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personal contacts and social relationships of the researcher on Facebook and through
the Line application. Additionally, some questionnaires were collected by the
researcher, who went to retail stores and asked business owners to complete the survey.
The research used the Statistical Package for the Social Sciences Program (SPSS) to
analyze the data.
The findings suggest that the marketers should focus on the Explorer and
Realist group by providing the right POS system with acceptable price and good
customer service, which would encourage non-POS user to adopt POS system.
Keywords: Influencing Factors, Point of Sale System, POS, Adoption, Triggers,
Barriers
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ACKNOWLEDGEMENTS
I would like to express my deepest gratitude to my advisor, Professor
Malcolm C. Smith, Ph.D. for his helpful recommendations and his valuable time in
guiding me through this project. My journey under his supervision has been amazing
experiences and this research would not have been completed without his guidance and
support.
I wish express my appreciation towards all respondents who have spent
their time taking parts in both the qualitative research and quantitative research. Also,
I would like to give my sincere appreciation to my friends for sharing and distributing
the questionnaires. This research could not have been finished without those supports.
I would like to give my profound gratitude to Ms. Panchalee
Areethamsirikul and Mr. Chien-cheng Lien, who had helped me greatly in survey-
testing, data analyzing and suggesting.
Finally, I would like to express my deep appreciation to my family members
who always gave support and encouragement throughout the entire project as well as
the two years of study in the master’s degree.
Mr. Pongsakorn Tikapichart
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TABLE OF CONTENTS Page
ABSTRACT (1)
ACKNOWLEDGEMENTS (3)
LIST OF TABLES (8)
LIST OF FIGURES (10)
LIST OF ABBREVIATIONS (11)
CHAPTER 1 INTRODUCTION 1
1.1 Statement of the Problem 2
1.2 Objective 2
CHAPTER 2 REVIEW OF LITERATURE 3
2.1 Literature Review 3
2.1.1 What is a Point of Sales System (POS) 3
2.1.2 Evolution of POS System 3
2.1.3 POS System Industry 4
2.1.4 Features of POS System in Thailand Market 5
2.1.5 Thai SMEs’ Behavior towards POS 5
2.2 Summary of Literature Review 6
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CHAPTER 3 RESEARCH METHODOLOGY 7
3.1 Exploratory Research 7
3.1.1 Secondary Research 7
3.1.2 In-depth interviews 8
3.2 Questionnaires 8
3.3 Analysis 9
CHAPTER 4 RESULTS AND DISCUSSION 10
4.1 Qualitative Analysis and Results of Exploratory Research 10
4.1.1 Results from In-depth Interviews 10
4.2 Quantitative Analysis and Results of Descriptive Research 10
4.2.1 General Profiles of Respondents 11
4.2.2 Results from Factor Analysis 14
4.2.3 Result from Cluster Analysis 14
4.3 Research Results according to Objectives 15
4.3.1 Objective 1 15
4.3.2 Objective 2 16
4.3.3 Objective 3.1 19
4.3.4 Objective 3.2 19
4.4 Relationships between Variables 21
4.4.1 Relationship between Barriers and Intention to Adopt a
POS System
21
4.4.2 Relationship between Triggers and Intention to Adopt a
POS System
24
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CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 27
5.1 Summary of Results 27
5.2 Conclusions and Recommendations for Marketers 28
5.3 Limitations 29
5.4 Suggestion for further research 29
REFERENCES 30
APPENDICES
APPENDIX A QUESTIONS DESIGN FOR IN-DEPTH
INTERVIEW
34
APPENDIX B QUESTIONNAIRE FOR DESCRIPTIVE
RESEARCH
35
APPENDIX C OBJECTIVE MAPPING TABLE 47
APPENDIX D SOCIO-ECONOMIC STATUS (SES)
CLASSIFICATION FOR THAIS WHO LIVE IN
BANGKOK
49
APPENDIX E RESULT OF FACTOR ANALYSIS OF
QUESTIONNAIRE PARTICIPANTS’
PSYCHOGRAPHICS
50
APPENDIX F PARTICIPANTS’ PSYCHOGRAPHICS
ATTRIBUTES IN EACH FACTOR
51
APPENDIX G RESULT OF FACTOR ANALYSIS OF
BARRIER WITH PRICING FACTOR
52
APPENDIX H RESULT OF FACTOR ANALYSIS OF
BARRIER WITHOUT PRICING FACTOR
53
APPENDIX I BARRIER ATTRIBUTES IN EACH FACTOR
(WITHOUT PRICING FACTOR)
54
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APPENDIX J CLUSTER ANALYSIS BASED ON
PSYCHOGRAPHICS FACTORS
55
BIOGRAPHY 56
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LIST OF TABLES
Tables Page
4.1 Survey completion rate 11
4.2 Respondents’ profiles based on behavior 11
4.3 Respondents’ profiles based on demographics 12
4.4 Respondent profile based on business 13
4.5 Perspective of POS users toward POS system 15
4.6 Perspective of non-POS users and ex-POS users toward POS system 16
4.7 Intention to adopt a POS system between users and
non-users classified by psychographic factors. 17
4.8 T-Test result comparing intention to adopt a POS system
between users and non-users 18
4.9 ANOVA result comparing intention to adopt a POS system
by non-POS User among the psychographic group 18
4.10 Means of barriers for each segment 19
4.11 Means of triggers for each segment 20
4.12 Acceptable price for each segment 21
4.13 Regression analysis result of barriers inhibiting
the adoption of a POS system 22
4.14 List of barrier attributes 22
4.15 Level of important of barrier factors from regression analysis
for Explorer 23
4.16 Level of important of barrier factors from regression analysis
for Realist and Delegator Groups 24
4.17 Regression analysis result of influencing factors to adopt
a POS system 25
4.18 List of trigger attributes 25
4.19 The level of important of influencing factors
from regression analysis for Explorer 26
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4.20 Level of important of influencing factors
from regression analysis for Realist and Delegator 26
5.1 List of Top 3 rating scores of barriers and triggers and list of factors
that impact the prediction of intention to adopt a POS System 28
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LIST OF A FIGURE
Figure Page
3.1 Relationship of Key Research Variables 9
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LIST OF ABBREVIATIONS
Symbols/Abbreviations Terms
POS
SMEs
CAGR
mPOS
ANOVA
VIF
IVs
DV
SPSS
ex-POS users
SES
Point of Sales
Small-to-Medium Enterprises
Compound annual growth rate
Mobile Point of Sales
Analysis of Variance
Variance Inflation Factor
Independent Variables
Dependent Variable
The Statistical Package for the Social
Sciences Program
A person who used to use POS for
his/her business
Socio-Economic Status
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CHAPTER 1
INTRODUCTION
Nowadays, technology plays an essential role in all aspects of people’s lives
such as, education, transportation, communication, and business (Hauert, 2017).
Technology helps businesspeople to operate companies more effectively and efficiently
(Gregory, 2018). Operations in business have shifted from a traditional approach
operation to being technology oriented because of the lower cost of operations.
Consequently, the SMEs which do not adapt to the change would not be competitive
and would not survive (Olenski, 2016).
A POS system is one of the technologies that could be applied to most
SMEs and increase the efficiency in their operations (Nangia, 2017). This is the reason
why a POS system is becoming a popular fixture at a check-out counter of most retail
businesses. However, some Thai SMEs still use manual inventory management and
manual accounting (Kasikornresearch, 2018). As will be seen in the literature review
below, the factors that influence the willingness of Thai SMEs to adopt a POS system
and the barriers inhibiting the adoption of a POS system have not been previously
analyzed.
Therefore, the purpose of this research, which is a contemporary topic in
applied marketing focusing on a technology issue, is to investigate the barriers
inhibiting the adoption of a POS system and the critical factors influencing consumers
that can reduce the barriers for adoption.
This report will help software companies, which develop POS systems, or
inventors, who are interested in POS businesses, to gain more insight into Thai SMEs’
perceptions towards a POS system. Therefore, concepts could be initiated to develop
better products which would be suitable for the market, as well as a marketing campaign
to encourage SMEs to adopt a POS system into their business.
1.1 Statement of The Problem
This research aims to gain insight of Thai SMEs’ perceptions towards POS
system in order to give answer to the question - “What are the factors that discourage
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Thai SMEs to using POS system and what are the factors that influence them from
adopting POS system?”
1.2 Objectives
This research has three main objectives
1. To determine Thai SMEs’ perspectives toward POS system.
1.1 Marketing Mix
1.1.1 Product
1.1.2 Price
1.2 External Factors
1.2.1 Competition and Industry Norm
1.2.2 Family and Friends Recommendation
1.2.3 Reviews
1.2.4 The stiffness of law enforcement
1.3 Internal Factors
1.3.1 Past Experiences
1.3.2 Comfortability with technology
2. To identify Thai SMEs segmentation according to their demographics,
behaviors, and psychographics.
2.1 To determine the SMEs’ owner profiles according to
segmentation.
3. To determine the critical factors that influence Thai SMEs to adopt POS
system.
3.1 To determine the barriers inhibiting the adoption of POS
system.
3.2 To identify influencing factors that can reduce the
barriers for POS system adoption.
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CHAPTER 2
REVIEW OF LITERATURE
2.1 Literature Review
2.1.1 What is Point of Sale System
Point of Sales (POS) is ‘the place at which a retail transaction is
carried out’ (Oxford Dictionary). When mentioning POS, it usually involves a ‘Point
of Sales System,’ which concerns a system that allows the recording of transactions
between sellers and customers at the time when such goods and services are purchased
(Investopediastaff, 2018). To better enhance customers’ experiences at checkout
counters, a POS system may use additional devices such as scanners, cash drawers,
receipt printers, touchscreen, among others.
Some POS system vendors call their system a ‘Retail Management
System’ (Kaesehagen, 2016), which may be a more appropriate term because the
system features not only sales recording, but also has more capabilities such as
inventory management, stock transfer, alerts for low quantities of stock, suppliers, the
issuance of quotations, sale reporting, e-commerce, customers recording, as well as a
customer relationship system. Nevertheless, the term ‘usually tends to create confusion
among POS system providers and retailers (Wikipedia contributors, 2019), which is
why ‘POS’ is the more commonly used term.
2.1.2 Evolution of POS System
In 1879, the cash register prototype was invented by James Ritty, who
owned several saloons. He created the cash register to use in his saloon business. In
1883, Ritty and John Birch received a patent for creating the cash register and opened
a company called National Manufacturing Company to produce cash registers. They
later sold both the company and license to John H. Patterson, who renamed the
company ‘National Cash Register (NCR)’ in 1884 (Bellis, 2018).
In 1906, the first cash register powered by an electric motor was
invented by Charles F. Kettering, who worked for NCR. The machine made it faster
and more comfortable for cashiers to sale and tab on transactions (Bellis, 2018).
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By the time the 80s and 90s came around, cash registers had evolved
into the POS system. The electronic register, PC-based POS, touch-screen and barcode
scanners eventually saw widespread use by most retailers throughout the USA at that
time.
Due to the breakthrough of cloud computing in the 2000s, POS
systems were deployed for software services which could be accessed from the internet.
Cloud POS has enabled more possibility for POS and made it compatible with a wide
range of POS hardware, including tablets and smartphones (The History of Point of
Sale (POS), n.d.). According to Statista (Statista, n.d.), mobile POS (mPOS) is the most
valuable technology for retail stores. mPOS is the trend of POS in the future.
2.1.3 POS System Industry
The global POS system market size is expected to be worth $116
billion by 2025, CAGR 9.9%. Fixed POS accounts for the most significant product
segment, whereas mPOS has grown by a high rate (CAGR: 16%) during forecast
periods (Grandviewresearch, 2018).
Due to wireless technologies and mobile POS, an increasing demand
for mPOS is predicted to drive the overall market for the POS system over the forecast
period.
A Personal Identification Number (PIN) and chip-embedded
payment cards have decreased security concerns relating to cybersecurity and identity
theft, which is anticipated to drive the POS industry. In addition to the reduction of the
cybersecurity issue, wireless connectivity, including Bluetooth combined with external
devices such as card readers, barcode and QR code scanners, and mobile printers, is
projected to drive the surge in the POS demand.
Likewise, cloud computing as well as lower cost and portability of
mPOS, which will decrease retailers' operational costs and provide better reliability,
will drive a significant increase in demand for the POS system. Moreover, rapidly
gaining popularity among end users is another critical factor that will drive demand
over the predicted period. The software, which typically serves as a subscription model,
will help to reduce the operational costs of business owners by eliminating the
requirement of installing a hardware system (Mobile Point-Of-Sale devices to account
for almost 1 In 4 POS transactions by 2023, 2018).
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2.1.4 Features of POS System in Thailand Market
The features of POS which can be found in current technologies in
Thailand include Menu management, Table management, Order management,
payment, real-time report, inventory management, Staff management, Branch
management, reservation, e-Menu, e-promotion, e-payment, custom payments, printing
bills, carrying out loyalty programs, online ordering and delivery, cloud storage,
wireless connect, subscription model (auto update), barcode reader, and RFID.
(FoodStory Features, n.d.) (Loyverse Feature, n.d.) (Ocha Features, n.d.) (Software,
n.d.) (Storehub Features, n.d.)
2.1.5 Thai SMEs Behavior towards POS.
Thai retail SMEs have not been that familiar with the POS system.
POS is more apparent among chain retailers than non-chain retailers. However, most
retail SMEs usually record merchandise transactions by hand, though some may not
even record transactions. Nevertheless, the POS system has become more popular in
restaurants since 2016. If going into ten non-chain restaurants, we would likely see
about 6 of them with an Ocha POS system, which is owned by Seagroup, a Singaporean
technology company. The Ocha Business model is launching the Ocha application for
free on Apple store and Google Play. However, Ocha gives free POS hardware,
including touch-screen, receiver printer and cash drawers for three months. After that,
Ocha lends the device for 500 baht per month. Using this business model, many
restaurant or café owners have been attracted because it is low cost and they can try it
three months for free. However, it has only become viral in the restaurant section, not
other retail segments (Khunplathong, 2018).
According to a post on Pantip, the most popular discussion website
for Thais, the man who created the thread mentions that he wants to use a POS system
for his family business because he used to work at a Seven-Eleven store and he feels
that a POS system is very helpful and helps the store operate more effectively and
productively. However, he could not use POS in his shop because of three issues. The
first is that he could not find the right POS that could be applied for his business.
Second, his mother, who is usually at the front of the store, is not familiar with
technology. The third is not getting approval from authorized people. He said that his
mother and his aunt manage his family business. His aunt always sees him as a young
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and inexperienced person in doing business. When he proposes ideas, they are usually
be denied. (Want to applied POS system for my business, n.d.)
2.2 Summary of Literature Review
Over the years, POS has evolved from the basic cash register to the retail
management system, which allows retailers to work more efficiently and effectively.
Not just only due to the features of the POS system, but the outlook of the POS system
has also been made more modern and saves more space. Besides, mPOS enables
retailers to create commerce both in stores and in the community, such as through
mobile events or pop-up stores. POS is not limited by physical space. Mobile POS
payments like ApplePay, Google Wallet, Samsung Pay, True wallet, and Line are also
considered segments of POS.
The demand for the POS system should increase around the world,
including in the Thailand market. However, the growth of this demand only focuses on
the restaurant and café segment, not other retail businesses. This is the result of the
business model of the Ocha POS system, which is owned by Seagroup, a Singaporean
technology company and launched in the Thailand market in 2016. According to Ocha’s
business model, many restaurant or café owners have been attracted because of its low
cost of operations, and they can try it for three months for free.
However, some Thai SMEs still use manual inventory management and
manual accounting. We do not know about the attitudes of the potential Thai users of
POS systems. In addition, the factors that influence the willingness of the potential Thai
SMEs to adopt a POS system and the barriers inhibiting the adoption of a POS system
have not been previously analyzed. Therefore, this research will begin to address these
gaps.
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CHAPTER 3
RESEARCH METHODOLOGY
The research was conducted using exploratory and descriptive research
methods. The exploratory research consists of secondary research and conducting in-
depth interviews. Then the descriptive research was performed by online
questionnaires. Each of the methods has achieved the research objectives as mentioned
in the objectives section.
3.1 Exploratory Research
Exploratory research was conducted to discover behaviors, barriers to using
POS systems, and factors that influence adopting a POS system. The results indicated
clues and provided a framework for the descriptive research. Exploratory research
included secondary data and in-depth interviews.
3.1.1 Secondary Research
Secondary data research was performed with credible online public
sources from:
(1) Research institutions such as Grand View Research, Kasikorn
Research, Market Watch, Statista.
(2) Thai SMEs’ perceptions via Pantip.com, the most popular
discussion website for Thais.
(3) News and publication from reliable source such as Forbes, and
BBC News.
Objectives of Secondary Research
1. To identify the current situation of POS system in both Thailand and
globally. [Objective 1]
2. To identify SMEs’ perspective towards POS system. [Objective 1]
3. To identify factors that discourage people to adopt POS system
[Objective 3]
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3.1.2 In-depth interviews
The personal contacts and the social relations of the researcher were
essential resources of respondent recruitments. The participants were initially asked
screening questions via Facebook Messenger or Line application. Once the target
respondents matched the desired criteria (i.e., owners or shareholders of Thai SMEs),
the researcher contacted him or her to schedule a face to face interview during January
2019. The conversations were conducted mostly at coffee shops convenient for the
respondents. If a face to face meeting was not allowable, a telephone call was another
option. The duration of an interview was an approximately 30 – 45 minutes per person.
(see Appendix A)
Objectives of In-Depth Interviews
1. To determine SMEs’ perspectives towards POS system. [Objective 1]
2. To determine the barriers of SMEs in adopting POS. [Objective 3.1]
3. To identify influencing factors that can reduce the barriers to POS
system adoption. [Objective 3.2]
3.2 Questionnaires
The questionnaires were distributed through the survey online site which is
SurveyMonkey. This research used a non-probability (convenience) sampling
technique to collect all data. A minimum number from both users and non-users of POS
systems was set at 75 participants so that there was an adequate sample from each
subgroup for analysis when comparing the two groups. The online survey was
broadcasted via personal contacts and social relationships of the researcher on
Facebook and Line application. In order to inspire participation, respondents would
have a chance from drawing lots: five 500-baht Starbucks cards. In addition to the
relationships, some recruiting was personally conducted by the researcher who went to
retail stores and asked business owners to fill in the online survey form.
The screening questions were asked at the beginning of the survey to ensure
that respondents were part of the population of interest. The critical information
determined on the screening questions were ‘being the owner or have a share in a
company,’ ‘having an authority to operate or change the operation of the company,’
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and ‘the revenue of business is less than 200 million baht per year.’ (see Appendices B
and C)
The objectives of Questionnaires
1. To determine SMEs’ perspectives towards POS system. [Objective 1]
2. To identify Thai SMEs segmentation according to their demographics,
behaviors, and psychographics. [Objective 2]
3. To determine the critical factors that influences Thai SMEs to adopt a
POS system. [Objective 3]
3.3 Analysis
The data collected from the questionnaires was interpreted using the
Statistical Package for the Social Science Program (SPSS). Factor analysis and cluster
analysis were run to determine the segmentation of respondents. ANOVAs and T-tests
were used to compare the means of interval variables from the 5-point scale questions.
The two regression were run to determine the relationships between triggers and
intention to adopt POS system, and between barriers and intention to adopt POS system.
The independent variables for this study were barriers and triggers. The dependent
variable was intention to adopt POS system. (see Figure 3.1)
Figure 3.1: Relationship of key research variables
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CHAPTER 4
RESULTS AND DISCUSSION 4.1 Qualitative Analysis and Results of Exploratory Research
Two groups of respondents were selected for in-depth interviews as POS
users and non-POS users. The in-depth interviews revealed one ex-POS user who tried
to find a suitable POS but no POS matched with the business model and the subject
dropped out. Data obtained were used to develop a questionnaire for the descriptive
research.
4.1.1 Results from In-depth Interviews
The in-depth interviews determined four main reasons why Thai
SMEs do not integrate POS terminals into their business models. 1. No suitable POS
software matched their business model. 2. The existing POS software was hard to use.
3. POS terminals did not add much value and may even negatively impact their
business. Many SKUs don’t have barcodes. Thai SMEs don’t want to spend time
making barcodes. 4. Thai SMEs don’t want tracking systems because the government
could audit them.
Two main attributes can be improved to encourage intention to adopt
POS; 1. Product itself, and 2. Change the law so that every purchase needs to include
taxes to make prices competitive.
There were two other interesting results from the in-depth interviews
as follows:
1. Some Thai SMEs do not understand what the POS system is.
2. People who are familiar with technology are more likely to adopt
POS systems than those who are not.
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4.2 Quantitative Analysis and Results of Descriptive Research
The questionnaire was distributed to 287 respondents via Facebook and
Line applications through personal connections and posted on many Thai SME
Facebook groups. However, only 257 respondents passed the screening test and only
219 completed the questionnaire and were eligible for research data analysis. Table 4.1
shows that the completion rate of the survey was 76%.
Table 4.1: Survey completion rate
4.2.1 General Profiles of Respondents
Table 4.2 lists two main groups of respondents as POS system users
(42%) and non-POS users (51%). Only 8% of respondents were ex-POS users. The
small number of ex-POS users was included in the non-POS user group.
Table 4.2: Respondents’ profiles based on behavior
Most respondents (67%) were female and ages ranged from 21 to 50;
91% had a degree or higher educational qualification. Besides, 61% were class A and
B based on their Socio-Economic Status (SES) Classification (see Appendix D) with
personal income more than 50,000 baht per month. In addition, 81% enjoyed household
income at more than 100,000 baht per month, a high level of income compared to the
average monthly income per household in Bangkok in 2017 at 45,707 baht.
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Table 4.3: Respondents’ profiles based on demographics
Table 4.4 shows that the majority group of respondents (23.3%) were
connected to restaurant and cafeteria businesses. More than half operated small
business enterprises, with less than 5 employees at only one branch and revenue of less
than 1 million baht per month.
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Table 4.4: Respondent profile based on business
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Key findings were separated into three parts - Factor analysis, cluster
analysis and results according to the objectives.
4.2.2 Results From Factor Analysis
The first factor analysis grouped respondents’ psychographic
attributes using Principal Axis Factoring as the extraction method with Promax and the
Kaiser normalization rotation method-rotations converged into five iterations. Ten
attributes of participants’ psychographics were grouped into four factors, were named
‘Realistic’, ‘Tech Liking’, ‘Explorative’, and ‘Optimistic.’ (see Appendices E and F)
The second factor analysis used Principal Component Analysis as the
extraction method utilizing Promax with Kaiser normalization rotation converged into
six iterations. The pricing factor was removed due to low communalities of extraction.
(0.263 see appendix G) The factor analysis was rerun without the pricing factor. The
extraction method was Principal Component Analysis with Promax with Kaiser
Normalization rotation method-rotational converged in 6 iterations. Four factors were
named ‘Complex’, ‘Unnecessary’, ‘External’, and ‘Not Match.’ (see Appendices H and
I)
4.2.3 Results from Cluster Analysis
A cluster analysis was performed for segmentation based on
participants’ psychographics. A K-Means clustering was run on the participants’
psychographics factors (‘Realistic’, ‘Tech Liking’, ‘Explorative’, and ‘Optimistic’)
analyzed from factor analysis. The cluster analysis resulted in three groups; Explorer,
Realist, and Delegator. (see Appendix J) Segmentation is discussed further in the next
section.
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4.3 Research Results according to Objectives
4.3.1 Objective 1 To determine Thai SMEs’ perspectives toward POS
system.
According to Table 4.5, most POS users were very satisfied with their
current POS system in terms of Product aspects. More than 90% of POS users agreed
that the POS system matched with their business model and offered the functions that
they wanted. The POS system was reliable and made their business run smoothly.
However, some POS users (18%) disagreed that the POS system allowed them to not
be at the store all the time, meaning that they did not believe in the POS system.
In terms of Price, most POS users (81%) agreed that POS price was
acceptable. Only 4% of POS users disagreed and no one strongly disagreed that price
was acceptable. However, a large number of POS users (38%) neither agreed nor
disagreed that a large amount of money was not required for investment in POS. This
means that a large investment is required for POS installation but it is value for money.
Table 4.5: Perspective of POS users toward POS system
On the other hand, non-POS users thought differently. Table 4.6
demonstrates that 46% of non-POS users agreed that they could not find the right POS
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which matched their business model. In addition, the attribute with second mean scores
was price (3.43) and 47% of non-POS users thought that the POS system was too
expensive, while 42% neither agreed nor disagreed.
Table 4.6: Perspective of non-POS users and ex-POS users toward POS system
4.3.2 Objective 2 To identify Thai SME segmentation according to
demographics, behaviors, or psychographics.
According to factor analysis and cluster analysis, three groups of
respondents were classified by psychographics as follow; 1. Explorer (n = 87), a group of SMEs who like to learn new things. They
like technology which makes them early adopters of new technologies.
It is not hard for them to learn new technologies. Besides, they like to
talk with their customers to discover insights.
2. Realist (n = 105), a majority group of Thai SMEs who are realistic.
They accept a situation as it is and find the solution to deal with it. They
realize that many Thai SMEs avoid taxes because of lax Thai tax
regulations. They also prepare to deal with it. They set up video cameras
in their shops to cater for emergency situations.
3. Delegator (n= 27) Thai SMEs who think that their employees are
trustworthy. They delegate all work to their employees including
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important aspects related to money. This group of people is not familiar
with technology.
Table 4.7 shows the intention to adopt POS systems among users and
non-users classified by psychographic factors. POS system users already adopt the
system in their businesses, so the question asked to them was ‘Score intention to use
POS systems when starting a new business.
Table 4.7: Intention to adopt a POS system between users and non-users
classified by psychographic factors.
According to Table 4.8, there are different intentions to adopt POS
system by non-POS users and intentions to use POS system by POS users when starting
a new business. POS system users are willing to use POS in the new business more than
non-POS system users. The reason might be that POS users already see the benefit of
POS systems and are familiar with the technology compared to non-POS users.
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Table 4.8: T-Test result comparing intention to adopt a POS system between
users and non-users
Table 4.9 demonstrates that both user and non-user groups have
different means of intention to use POS systems for a new business, and intention to
adopt POS systems among each psychographic group (Explorer, Realist, and
Delegator). Further analysis was performed to elucidate the difference between each
pair. Looking at the first attribute, as intention to use POS systems for a new business
user, post hoc tests showed that Explorer and Realist had no difference between each
other but both means were different from the mean of Delegator group. However,
Explorer subclass had a different mean to Realist and Delegator for the non-user group
at significance level of 0.05. Realist and Delegator had the same mean for intention to
adopt POS systems.
Table 4.9: ANOVA result comparing intention to adopt a POS system by non-
POS User among the psychographic group
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4.3.3 Objective 3.1 To determine the barriers inhibiting the adoption
of a POS system.
Barriers and triggers analysis were analyzed for only the non-user
group.
Table 4.10 shows that each segment has different barriers which
discourage adoption of POS systems. The top three barriers of each segment were
emboldened and labeled as black color. All three segments (only non-POS users)
considered that POS systems were too expensive and not a norm to use in their
businesses. However, there are significant differences between segments. Explorer and
Realist could not find a suitable POS system to match their business model. The
Delegator group needed support to set up the system because they were not familiar
with the technology involved.
Table 4.10: Means of barriers for each segment
4.3.4 Objective 3.2 To identify influencing factors that can reduce the
barriers for POS system adoption.
Table 4.11 indicates that there is only one significant difference on
‘if the system was reliable, they would adopt a POS system’. For the rest of the triggers,
there are no significant differences among the segments. This means that all means are
equal and they all have the same opinion on triggers to adopt a POS system.
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All three segments (non-POS user) agreed that ‘if there is a good
customer service, they would adopt a POS system.’ This had the highest score to trigger
and adopt POS systems. Also, acceptable price was another trigger for POS adoption.
The Explorers, who are familiar with technology, are aware of the reliability and
security of POS. However, Realists and Delegators thought that not requiring a large
investment and acceptable price would trigger them to adopt a POS system. (see Table
4.11)
Table 4.11: Means of triggers for each segment
Table 4.12 shows the acceptable price for each segment. POS users
tended to have a higher acceptable price than non-POS users. The Explorer group
valued POS the highest and would pay higher prices, followed by Realists and
Delegators, respectively. However, there are no significant differences between the
segments. This means they share the same opinion on Acceptable price for a POS
system. This is likely due to the large standard deviations.
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Table 4.12: Acceptable price for each segment
4.4 Relationships between variables
4.4.1 Relationship between barriers and intention to adopt POS
Barriers inhibiting the adoption of a POS system were further
analyzed to determine the relationship between barriers and intention to adopt a POS
system using regression analysis. First, four groups of barriers, analyzed by factor
dimension reduction, were used to run the regression analysis. However, the R-Square
of analysis was only 0.236. So, another attempt was made using the original list of
attributes as independent variables. The R-square value increased from 0.236 to 0.371.
The R-Square of regression analysis for IVs (independent variables)
from the original list of attributes was higher than the value for independent variables
from factor analysis. The value was not sufficient to predict intention to adopt the POS
system. Thus, another regression analysis was performed by separating the
segmentation groups as (1) Explorer, (2) Realist, and (3) Delegator. The regression
prediction equation was divided into two lines according to the different means. (see
Table 4.9 ANOVA with Tukey HSD post hoc tests) The first regression line was from
the Explorer group and the second line was from the Realist and Delegator groups. The
separated equations had R-Square values as 0.634 and 0.397.
Therefore, the original list of attributes was used as independent
variables and two regressions were conducted with sample group 1 (Explorer) and
sample groups 2 and 3 (Realist and Delegator) to interpret the barriers that discourage
adoption of POS system variables.
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Table 4.13: Regression analysis result of barriers inhibiting the adoption of a POS system
When checking the VIF scores, maximum value of the Explorer
group was 7.505. This was moderately high and led to multicollinearity issues (even if
the acceptable range is less than 10). Many regression attempts were conducted to
reduce the maximum VIF value. B3 and B5 (see Table 4.14) were removed from the
independent variables to achieve acceptable VIF and R-Square values.
Table 4.14: List of barrier attributes
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Table 4.15 shows that three barriers had significant impact on
intention to adopt a POS system. Firstly, ‘A POS system makes the operation more
difficult.’ had the highest level of importance (-0.61). This means that non-users who
believed that the POS system created difficulties in operation would have low tendency
to adopt a POS system.
The second barrier was ‘It is not normal to use a POS system in this
type of business.’ Coefficients for this attribute were 0.52. This attribute had a positive
value, meaning respondents who agreed that it was not a common practice to use POS
systems in their businesses had a high level of intention to adopt.
The last attribute concerned tax regulations (-0.43). This means that
people who are afraid of tax audits would have a low tendency of POS adoption.
Table 4.15: Level of important of barrier factors from regression analysis for Explorer
According to Table 4.16, no barrier had a significance level less than
0.05. So, there was no significant barrier variable to predict intention to adopt POS
systems from these two groups. It was noted that ‘Google sheet or Microsoft Excel is
enough for my business’ attribute had significance at 0.051 (the lowest), meaning that
non-users who thought that free software (Google and Excel) was sufficient to conduct
their business had low levels of intention to adopt POS systems.
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Table 4.16: Level of important of barrier factors from regression analysis for Realist and Delegator Groups
4.4.2 Relationship between triggers and intention to adopt a POS
system
Similar to the barriers, the R-Square value of regression analysis for
independent variables from factor analysis had a lower value than R-Square from the
IVs of the original attribute. Therefore, the original attributes were used and a separate
regression equation was utilized to analyze the influencing factors. R-Square value
increased from 0.425 to 0.741 and 0.657 for group 1 and groups 2 and 3, respectively.
However, the maximum VIFs were 6.943 and 5.391. Therefore, the T3, T4, and T9
attributes (see Table 4.18) were removed from the independent variables of regression
analysis. (see Table 4.17)
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Table 4.17: Regression analysis result of influencing factors to adopt a POS
system
Table 4.18: List of trigger attributes
According to Table 4.19, three attributes of influencing factors had
an impact on intention to adopt POS systems for non-user Explorers. First, ‘if the price
is acceptable’ had the highest impact on intention to adopt POS system. The
unstandardized coefficient beta at 1.11 suggests that if explorer people thought that the
price was acceptable they would adopt POS systems. The next factor is ‘if I can find a
POS system that matches to my business model’. This had coefficient of the attribute
as -0.79. This result was surprising because the trigger factor should be a positive value.
The multicollinearity issue was checked. Maximum VIF value was 3.36 which
suggested acceptable range. The negative value of the trigger factor suggested that
people tended to think the same way, no matter of having high intention to adopt POS
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systems or having low intention to adopt POS systems. The last attribute was ‘If the
POS system is reliable’. The coefficient of this attribute was 0.59.
Table 4.19: The level of important of influencing factors from regression analysis
for Explorer
The three triggers for the Realist and Delegator groups were ‘If I read
a good review from others’, ‘If the price is acceptable’ and ‘If I can find a POS system
that matches to my business model.’ The coefficients were 0.71, 0.70, and 0.61,
respectively. (see Table 4.20)
Table 4.20: Level of important of influencing factors from regression analysis for Realist and Delegator
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CHAPTER 5
CONCLUSIONS AND RECOMMENDATIONS
5.1 Summary of Results
The perception towards POS systems is different when comparing POS
users and non-POS users. This can be seen from the fact that POS users have higher
positive scores than non-POS users on every aspect.
The identification of three segments can be concluded from the results of
the factor and cluster analysis based on psychographics, which are Explorer, Realist,
and Delegator. There are a few distinctions among these three groups in terms of
demographics and their perceptions towards the triggers of POS adoption. However,
there are many significant differences in their perceptions towards the barriers of
adopting POS.
Table 5.1 shows the conclusions of the Top 3 rating scores of the barriers
and triggers based of this segmentation and the list of factors that have an impact on the
prediction of the intention to adopt a POS system. The barriers have a negative impact
on the intention to adopt a POS System, which means the higher the barrier is, the lower
the intention to adopt a POS system. In contrast, the triggers act as positive impacts on
the intention to adopt a POS system. Thus, the higher the value of the trigger, the higher
the intention to adopt a POS system.
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Table 5.21: List of Top 3 rating scores of barriers and triggers and list of factors
that impact the prediction of intention to adopt a POS System
5.2 Conclusions and Recommendations for Marketers
The recommended target markets for the marketers of POS companies are
the Explorers and Realists. There are three reasons to focus on these two segments.
First, both segments share the same top three rating scores of barriers and triggers, even
though both segments have different personalities. Second, both segments are the first
and second groups who gave high ratings on the intention to adopt POS. Third, both
segments are not able to find the right POS that properly matches their business model.
When the second and third reasons are combined, it means that there is the demand for
POS systems, but there is no supply that can provide a response to that demand.
Therefore, a POS marketer should collaborate with POS developer team to develop the
right POS for those business owners.
Acceptable price is an important key factor for these SMEs, including both
POS users and non-POS users. However, the Non-POS users have a lower acceptable
price than that of POS users. Therefore, offering the discounts to non-POS users is a
good option. This could be combined with ‘reading a good review’ to significantly
impact the prediction of the intention to adopt a POS system for the Realist and
Delegator segments, as a referral program. Additionally, companies should encourage
the users to write the reviews and provide recommendations on social media.
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Good customer service is another trigger that is shared among all segments.
Therefore, POS companies should have 24-hour support because an emergency error
might create significant impacts on the operations.
5.3 Limitations
Time is one of the limitations of the research. Due to the 2-month process
of the research design, the data collection and the analysis of the data, the convenience
sampling method was selected. In addition to the time constraint, the process of
gathering the data is another limitation. Most of the participants responded to the survey
through social media, and as a result, the number of respondents who are on social
media is higher than that of the non-social media users. The final limitation is that not
enough data regarding former POS users was obtained.
5.4 Suggestions for Future Research
In terms of recommendations, this study only focused on the overall
examination of the barriers and triggers for all types of business. However, there are
some specific types of business that have the high intention to adopt POS but have no
POS that matches their business model, such as LPG shops, gold and jewelry stores,
garage services, automobile parts shops, apartment services, and fashion stores.
Therefore, the future research should further investigate this area in order to gain more
insights into their needs, which would be valuable for both POS companies and the
economic development of the country.
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REFERENCES
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https://www.foodstory.co/en/features
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2025 | CAGR: 9.9%. Retrieved December 2018, from Grand View Research:
https://www.grandviewresearch.com/press-release/global-point-of-sale-
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Investopediastaff. (2018, June 19). Point of Sales. Retrieved November 2018, from
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Kaesehagen, R. (2016, January 13). What Is A Point of Sale or Retail Management
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Loyverse Feature. (n.d.). Retrieved March 2019, from Loyverse:
https://loyverse.com/th/features
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software-smes-must-have/
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https://ocha.in.th/en/feature/pos
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https://www.forbes.com/sites/steveolenski/2016/06/08/adapt-or-die-the-
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APPENDICES
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APPENDIX A
QUESTIONS DESIGN FOR IN-DEPTH INTERVIEW
1. General questions about interviewees’ demographic such age, types of
businesses, size of businesses.
2. Ask about attitudes toward technology and social media?
3. What is ‘POS system’?
4. Have you ever applied POS system into your businesses? Why?
5. Have you ever searched or looked for POS system for your businesses?
Why?
6. What are the benefits of POS system?
7. What are the drawbacks of POS system?
8. What are the barriers inhibiting the adoption of a POS system? Ask
further if-else questions in order to investigate how to reduce that
barriers.
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APPENDIX B
QUESTIONNAIRE FOR DESCRIPTIVE RESEARCH
Screening question
1. Do you own or have shares in a retail business?
� Yes
� No [End of survey]
2. Is the total revenue of your business(es) less than 200 million baht a year?
� Yes
� No [End of survey]
Business overview
3. What is(are) your business(es)? (check all that applied)
� Restaurant/Cafeteria
� Cloth/Accessory/ eyewear/Fashion
� Jewelry
� Pharmacies
� Electricity/Plummer/Building/Inertia
� Packaging
� Clinic (skin care, dental, general)
� Gas store/ Kitchen ware
� Grocery store / supermarket
� Massage/ spa
� Automobile
� Other (please specify)
4. Check all applied for your business(es)
� Manufacture
� Wholesale
� Retail
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5. Do you sell online or offline?
� Online
� Offline
� Both online and offline
6. How many employees do you have?
� Less than 5
� 5 to 20
� 21 to 50
� 51 to 100
� More than 100
7. How many brunches (of all businesses), you are running? (count 1 per brunch)
� One
� Two
� Three
� four
� five and above
8. Total revenue per month (This data is being collected only for classification
purposes and that no individual data will be report)
� Less than 1.00 million
� 1.00 – 2.99 millions
� 3.00 – 5.99 millions
� 6.00 – 9.99 millions
� 10 millions and above
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Behavior overview
A Point of sale system or a POS system is the place at which a retail transaction is
carried out. The features of POS system basically are
Calculate the transection (payment)
Inventory management
Delivery management
Printing the receipt
CRM
Financial
Warehousing
Employee management
9. Have you ever used a POS in your business?
� Yes (go POS user section)
� Used to applied POS in business (go to Ex-POS User section)
� No (go to a Non-POS user section)
A. a non-POS-user
A1. Below are some statements for why some businesses do not use a POS system.
Please indicate how much you agree with these statements for why you have
not adopted a POS system (please rate 1 to 5: 1 means strongly disagree, 5
means strongly agree)
1 2 3 4 5
a. I cannot find a good POS software which matches my business model
b. Google sheet or Microsoft excel is enough for my business
c. The existing POS software is hard to use
d. A POS system does not add much value to my business. In contrast, it makes it more difficult
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1 2 3 4 5
e. I need the service support because I don’t know how to set it up
f. A POS system is too expensive
g. I don’t want a tracking system because the government could audit it
h. It is not normal to use a POS system in this type of business
i. A POS system is not necessary.
j. A POS system is not reliable.
k. I am not comfortable with a POS system because it is too complex.
A2. Please indicate how much you agree that the followoing factors could make
you adopt a POS system in the future. (please rate 1 to 5: 1 means strongly
disagree, 5 means strongly agree)
I would adopt a POS system in the future if......
1 2 3 4 5
a. … I can find a POS system that matches to my business model
b. ... the price is acceptable
c. …don’t need a major investment.
d. …there is full service support from the POS company.
e. …the POS system is reliable
f. … other competitors are using a POS in their business
g. … I get a recommendation from friends or family members.
h. … I read the review from other users.
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I would adopt a POS system in the future if......
1 2 3 4 5
i. … the government is serious about collecting tax duty. No one is exempt.
j. … I can get a free trial for 2 months.
A3. Please rate the tendency to adopt POS system in the future (1 to 5).
� 1 � 2 � 3 � 4 � 5
A4. What is acceptable price for POS system (Baht per month)?
� Less than 100
� 101 – 300
� 301 to 500
� 501 to 1000
� More than 1000
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B. A POS user
B1. Below are some reasons why businesses have adopted a POS system. How
much do you agree with the following statements for why you adapted a POS
system(please rate 1 to 5: 1 means strongly disagree, 5 means strongly agree).
1 2 3 4 5
a. POS system make my life easier.
b. POS system allow me to not be at the store all the time
c. My business operation run smoothly with POS system.
d. Other competitors were using a POS system in their business
e. I had recommendations from friends or family members.
f. I read the reviews from other people.
g. There was a free trial for a few months.
B2. Please rate the tendency to using POS system in the future if you were starting
the new retail business (1 to 5)?
� 1 � 2 � 3 � 4 � 5
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B3. How much do you agree with the following statements about your current
POS (please rate 1 to 5: 1 means strongly disagree, 5 means strongly agree).
1 2 3 4 5
a. The POS system matches your business model.
b. The price is acceptable
c. There is full service support from the POS company.
d. Don’t need a major investment.
e. The POS system is reliable
B4. What is acceptable price for POS system (Baht per month)?
� Less than 100
� 101 – 300
� 301 to 500
� 501 to 1000
� More than 1000
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C. A POS ex-user
C1. Below are some reasons why businesses have adopted a POS system. How
much do you agree with the following statements for why you adapted a POS
system(please rate 1 to 5: 1 means strongly disagree, 5 means strongly agree).
1 2 3 4 5
a. POS system make my life easier.
b. POS system allow me to not be at the store all the time
c. My business operation run smoothly with POS system.
d. Other competitors were using a POS system in their business
e. I had recommendations from friends or family members.
f. I read the reviews from other people.
g. There was a free trial for a few months.
C2. How much do you agree with the following statements about your past POS
(please rate 1 to 5: 1 means strongly disagree, 5 means strongly agree)?
1 2 3 4 5
a. The POS system matches your business model.
b. The price is acceptable
c. There is full service support from the POS company.
d. Don’t need a major investment.
e. The POS system is reliable
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C3. Below are some reasons why busnesses stop using a POS system. How mich
do you agree with the following statements for why you stopped using s POS
system (please rate 1 to 5: 1 means strongly disagree, 5 means strongly agree).
1 2 3 4 5
a. I cannot find a good POS software which matches my business model
b. Google sheet or Microsoft excel is enough for my business
c. The existing POS software is hard to use
d. A POS system does not add much value to my business. In contrast, it makes it more difficult
e. I need the service support because I don’t know how to set it up
f. A POS system is too expensive
g. I don’t want a tracking system because the government could audit it
h. It is not normal to use a POS system in this type of business
i. A POS system is not necessary.
j. A POS system is not reliable.
k. I am not comfortable with a POS system because it is too complex.
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C4. Please indicate how much you agree that the followoing factors could make
you adopt a POS system again in the future. (please rate 1 to 5: 1 means
strongly disagree, 5 means strongly agree)
I would adopt a POS system in the future if......
1 2 3 4 5
a. … I can find a POS system that matches to my business model
b. ... the price is acceptable
c. …don’t need a major investment.
d. …there is full service support from the POS company.
e. …the POS system is reliable
f. … other competitors are using a POS in their business
g. … I get a recommendation from friends or family members.
h. … I read the review from other users.
i. … the government is serious about collecting tax duty. No one is exempt.
j. … I can get a free trial for 2 months.
C5. Please rate the tendency to adopt POS system in the future (1 to 5)?
� 1 � 2 � 3 � 4 � 5
C6. What is acceptable price for POS system (Baht per month)?
� Less than 100
� 101 – 300
� 301 to 500
� 501 to 1000
� More than 1000
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Demographics
10. Age
� Less than 20
� 20 to 28
� 29 to 35
� 35 to 50
� Above 50
11. Education
� Less than a high school
� High school degree or equivalent
� Associate degree
� Bachelor’s degree
� Master’s degree/Professional degree
� Doctorate
12. Personal income per month (This data is being collected only for classification
purposes and that no individual data will be report)
� Less than 50,000 baht
� 50,000 to 100,000 baht
� 100,001 to 200,000 baht
� More than 200,000 baht
13. Household income per month (This data is being collected only for
classification purposes and that no individual data will be report)
� Less than 50,000 baht
� 50,000 to 100,000 baht
� 100,001 to 200,000 baht
� 200,000 to 300,000 baht
� 300,000 to 500,000 baht
� 500,000 to 1,000,000 baht
� More than 1,000,000 baht
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Psychographics
14. How much do you agree with following statements? (scale 1 -5)
1 2 3 4 5
a. Technology makes life easier.
b. Your employees are trustworthy.
c. You set up the video camera in your shop in order to oversee your employees.
d. Working at front line does not allow you to see the big picture of your business.
e. If you had kids, you preferred your kids to be an entrepreneur rather than working in organization.
f. There is no age limit for learning.
g. Controlling cost is more important than increasing revenue.
h. You like to talk with your customers.
i. It’s okay to avoid some tax duty.
j. I avoid some tax duty because I might not be competitive with my competitor in term of selling price.
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APPENDIX C
OBJECTIVE MAPPING TABLE Objective
No. of questions No. Detail 1 To determine Thai SMEs’ perspectives toward POS
system.
1.1 Marketing Mixes
1.1.1 Product A1-a, b, c, d, e, i, j,
k,
A2-a, d, e, j,
B1-a, b, c, g
B3-a, c , e
C1- a, b, c, g
C2- a, c , e
C3- a, b, c, d, e, i, j,
k
C4- a, c , e
1.1.2 Price A1-f, A2-b, c, A4
B1-b, B3-b, B4
C1-b, d, C2-f, C3-f,
C4-b, C6
1.2 External Factors
1.2.1 Competition and Industry Norm A1-h, A2-f, B1-d,
C1-d, C3-h
1.2.2 Family and Friends Recommendation A2-g, B1-e, C1-e
1.2.3 Reviews A2-h, B1-f, C1-f
1.2.4 The stiffness of law enforcement A1-g, A2-i, C2-g,
C3-g
1.3 Internal Factor
1.3.1 Past Experience B1-g, C1-g
1.3.2 Comfortability with technology 11
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Objective No. of questions
No. Detail 2. To identify Thai SMEs segmentation according to their
demographics, behaviors, and psychographics.
2.1 To determine the SMEs’ owner profiles
according to their demographics – age, income,
education, business type, business size, number
of branches.
3, 4, 5, 6, 7, 8, 10,
11, 12, 13
2.2 To determine the SMEs’ profiles according to
their behaviors – Technology familiarity, POS
usages.
9
2.3 To determine the SMEs’ profiles according to
their psychographics – attitudes towards
technology, POS system, POS price, Necessity of
POS.
14
3 To determine the critical factors that influences Thai SMEs to adopt a POS system.
A3, B2, C5
3.1 To determine the barriers inhibiting the adoption of a POS system.
A1, C1
3.2 To identify influencing factors that can reduce the barriers for POS system adoption.
A2, C2
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APPENDIX D
SOCIO-ECONOMIC STATUS (SES) CLASSIFICATION FOR
THAIS WHO LIVE IN BANGKOK
(Poomontree Kasemsant, 2018)
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APPENDIX E
RESULT OF FACTOR ANALYSIS OF QUESTIONNAIRE
PARTICIPANTS’ PSYCHOGRAPHICS
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APPENDIX F
PARTICIPANTS’ PSYCHOGRAPHICS ATTRIBUTES IN EACH
FACTOR
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APPENDIX G
RESULT OF FACTOR ANALYSIS OF BARRIER WITH PRICING
FACTOR
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APPENDIX H
RESULT OF FACTOR ANALYSIS OF BARRIER WITHOUT
PRICING FACTOR
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APPENDIX I
BARRIER ATTRIBUTES IN EACH FACTOR (WITHOUT
PRICING FACTOR)
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APPENDIX J
CLUSTER ANALYSIS BASED ON PSYCHOGRAPHICS
FACTORS
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BIOGRAPHY
Name Mr. Pongsakorn Tikapichart
Date of Birth e.g. September 30, 1990
Educational Attainment 2012: Bachelor of Engineering,
Chularlongkorn University
Work Position Restaurants Owner (2017 – present)
Tai Shabune
Director (2019 – present)
Chokpaisangas Ltd.
Work Experiences Development Drill Site Manager (2013 –
2016)
Chevron Thailand Exploration and Production,
Ltd.
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