Abstract

Purpose: This study aims to examine the factors influencing the success of traditional retail businesses in Nonthaburi and to develop a business model that enhances competitiveness and sustainability. The proposed model serves as a strategic tool to help traditional retailers adapt, survive, and grow in a competitive environment shaped by digital transformation and shifting consumer preferences. Research design, data and methodology: A quantitative approach was used by collecting data through structured questionnaires from 283 traditional retail business owners in Nonthaburi. The data were analyzed using t-tests, one-way ANOVA, and multiple regression analysis (MRA) to identify key factors and evaluate the relationships among variables. Results: The findings revealed that the 7Ps Marketing Mix significantly influenced business model innovation (p < 0.05). Entrepreneurial characteristics had the greatest impact, followed by competitive capability. Customer relationship management (CRM) was a key driver of innovation. Trust in technological innovation and consumer behavior also significantly influenced business model transformation (p < 0.05), reflecting the need for adaptability to market trends. Conclusion: Business model innovation was confirmed as a critical determinant of business success (p < 0.05), highlighting the importance of innovation, responsiveness to consumer needs, and strategic alignment for sustainable growth in the traditional retail sector.