MARKETING MIX FACTORS AND SPORTSWEAR PURCHASING BEHAVIOR AMONG CON-SUMERS AT RAJABHAT MAHA SARAKHAM UNIVERSITY
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Abstract
This study aimed to: 1) investigate marketing mix factors (7Ps) and 2) examine consumers’ sportswear purchasing decision behavior in the Rajabhat Maha Sarakham University area. This research employed a survey research design. The sample consisted of 406 consumers in the Rajabhat Maha Sarakham University area. Data were collected using a questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The findings revealed that most respondents were male, aged 18–25 years, enrolled in bachelor’s degree programs, single, university students, and had a monthly income of 10,000–15,000 baht. Regarding sportswear purchasing behavior, most respondents spent 31–60 minutes selecting sportswear and spent 501–1,000 baht per purchase. ADIDAS was the most preferred brand, and friends were the main persons associated with purchasing decisions. Magazines were the most common source of sportswear brand information. Most respondents purchased sportswear every 3–6 months, preferred purchasing from sportswear stores outside department stores, and mainly wore sportswear for traveling or leisure activities. Comfort and fit were the most important considerations when purchasing sportswear. The average spending per sportswear set was mostly 1,000–1,500 baht. The overall importance level of marketing mix factors (7Ps) related to sportswear purchasing decisions was rated at a high level (Mean = 4.41, S.D. = 0.70). Among the seven dimensions, Process received the highest mean score (Mean = 4.45, S.D. = 0.67), followed by People and Physical Evidence. Although Price received the lowest mean score, it was still rated at a high level. The factors receiving the highest importance ratings were after-sales service and convenient payment procedures. In conclusion, consumers placed a high level of importance on all marketing mix factors (7Ps), particularly Process, People, and Physical Evidence. The findings provide useful information for developing marketing strategies, improving products and services, and designing approaches that are consistent with consumer behavior in sportswear purchasing.
Article Details
เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารวิทยาศาสตร์การกีฬาและนวัตกรรมสุขภาพ กลุ่มมหาวิทยาลัยราชภัฏแห่งประเทศไทย ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใด ๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารวิทยาศาสตร์การกีฬาและนวัตกรรมสุขภาพ กลุ่มมหาวิทยาลัยราชภัฏแห่งประเทศไทย ถือเป็นลิขสิทธิ์ของคณะวิทยาศาสตร์และเทคโนโลยี มหาวิทยาลัยราชภัฏศรีสะเกษ หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใด จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารวิทยาศาสตร์การกีฬาและนวัตกรรมสุขภาพ กลุ่มมหาวิทยาลัยราชภัฏแห่งประเทศไทย ก่อนเท่านั้น
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