Marketing Mix Factors Influencing Decisionmaking Behavior in Choosing the Services of Major Arena Artificial Turf Football Field Khon Kaen

Abstract

The objective of this research study are 1) to study the marketing mix factors affecting the decision-making behavior of customers in choosing to use the service of Major Arena’s artificial grass football field in Khon Kaen, 2) to study the behavior of users of Major Arena’s artificial grass football field in Khon Kaen that affects their satisfaction with the service, This research is a quantitative research by studying from a sample group of 400 people who decided to use the services of the artificial turf football field, Major Arena, Khon Kaen, using the Yamane formula by accidental sampling. The tool used in the study was a questionnaire. The statistics used for data analysis were percentage, mean, standard deviation, Pearson's product moment, and correlation.

            field in Khon Kaen were mostly male, aged 20 - 30 years. They used the service on Fridays 5 - 6 times a month, usually between 18:01 and 21:00, for 3-4 hours per session, for exercise purposes by playing football. The majority of the sample group considered the marketing mix factors, with price being the most important factor, with a mean score of  ( = 4.84, S.D. = 0.33) This was followed by distribution channels with a mean score of  ( =4.64, S.D. = 0.58), products with a mean score of ( = 4.64, S.D. = 0.38), physical characteristics with a mean score of ( = 4.56, S.D. = 0.44), service processes with a mean score of ( = 4.55, S.D. = 0.42), promotional activities with a mean score of ( = 4.52, S.D. = 0.43), personnel with a mean score of ( = 4.48, S.D. = 0.45), and psychology with a mean score of ( = 4.41, S.D. = 0.52) in that order.