Service Marketing Mix Factors Affecting the Decision Making in Sportswear in Hatyai District, Songkhla Province

Abstract

This research purposes were (1) to study the consumer behavior in decision making to buy sportswear (2) to study the important level of service marketing mix affecting the decision making to buy sportswear (3) to study the relationship between demographic factors and consumer behavior in decision making to buy sportswear (4) to compare the service marketing mix classified by consumer’s demographic factors. Questionnaire was employed for getting the information from 400 consumers, who used to buy sportswear in Hatyai District, Songkhla Province. Data was analyzed by percentage, mean, standard deviation, Pearson Chi-square, t test and F test. The results revealed that (1) consumers bought sportswear every 5-6 month, in each purchase spent 500-1,500 baht, and bought sportswear for exercise. They decided to buy with their own money when price dropped or got very interesting promotion from general stores and pay with cash. (2) Service marketing mix affected the decision making to buy sportswear in high level.  (3) Age was the demographic factor that had the highest relationship with consumer’s decision-making following by job, education, salary, and gender respectively. (4) Consumers with different gender, job and salary had no difference in their service marketing mix factors affecting the decision making in sportswear. However, consumers with different age and education had difference in their service marketing mix factors affecting the decision making in sportswear.