This study was on Problems and Strategic Adjustments of Traditional Retailers  in Ayutthaya District, Ayutthaya. The objective of this study is  (1)  to study the problems and effects from the operation of modern retailers towards traditional retailers, (2)  to study strategic adjustments of the traditional retailers in Ayutthaya District, Ayutthaya. This study conducted in-depth interviews of 12 traditional retailing entrepreneurs Tambon Hua Ro Parish Hall Ratanchaikanont District Goals Tha Naga District Kamang Klong Plu  Ko study Distrcit Hunta  Ban ko  Village Lane  District  Poles  Parish  House 12 Distrcit inciude.

              The strengths of the traditional retailers in Ayutthaya District Ayutthaya. were noted. They had a good location which was close to communities and consumers. The entrepreneurs managed and operated their business on their own, so they could offer fast services and problem-solving solutions. The entrepreneur could remember    profiles even if they did not record customer database.

              In contrast, the weakness of the traditional retailers in Ayutthaya District, Ayutthaya. were discussed. There were  limited and confined space and no parking areas. There were not various kinds of products and services. The decoration was not modern. The  entrepreneurs did not understand modern management.

             According to the finds, it was found that opportunities of the traditional retailers in Ayutthaya municipal Area  were presented as follows. The low price of small and medium size products was in high demand. There were located in communities with a large population and was to create relationships with clients resulting in repeat customers and were client who preferred service from the traditional retailers. In addition, there was protest against modern trade which was the traditional retailer competitor.

              Threats of the traditional retailers in Ayutthaya municipal Area. were mentioned. The modern retail were outlets and a lot faster. Economic recession had caused a decrease in purchasing power. Modern technology has progressed, more and faster. On the other hand, they favored using services from the modern retailers.

        In contrast, the weakness of the traditional retailers in  Ayutthaya municipal Area. were discussed. There were had limited and confined space had not parking area. There were not various kinds of products and services. The decoration was not modern. The use of new technologies in operating their business was rare. Capital was limited, so they could not expand or their stores. Closed time to serviced was faster than modern retailers. Furthermore, there was no sale promotion, which influenced the buying decision, and the entrepreneurs themselves did not conduct any marketing research.

         The followings were problems of the traditional retailers in Ayutthaya municipal Area.  The entrepreneurs could not use low-price strategy, all year round advertising and promotion. There were not various kinds of product, and one-stop service centers. The capital was limited while operating costs were high. The entrepreneurs did not understand modern management. The government delayed their helping which caused  the decrement of sales. The consequence were also decreased working capitol