กระบวนการตัดสินใจของนักวิ่งในการเลือกงานวิ่ง ในจังหวัดเชียงใหม่

Abstract

This independent study focuses on understanding the decision making process of runners in selecting running events in Chiang Mai. The research used a questionnaire to collect data from 385 runners who participated in a running event within one year. Descriptive statistics, including frequency, percentage, mean, and inferential statistics, including t-test and ANOVA, were used to analyze the data. The results showed that Step 1 Problem Recognition: Respondents recognized the need to join a running event because they got invited by someone. Step 2 Information Search: Respondents looked for information about the event from posts shared by their friends on social media. Step 3 Evaluation of Alternatives: Respondents evaluated the Marketing Mix Factors as follows, Process: well-managed traffic along the route, Physical Evidence: adequate first aid and medical service locations, Place: open for online registration, People: staffs are well-trained to handle the crowd, Product: the event is in a convenient location, Price: the entry fee is in an acceptable range, and Promotion: convincing event reviews. Moreover, different gender and age indicate a significant difference in the importance of marketing mix factors, including Price, People, Process, and Physical evidence. Step 4 Purchase Decision: Respondents used 2-4 days to make their purchase decision because they were unsure about their schedule. Step 5 Post-Purchase Behavior: If respondents are satisfied with the event, they will post some photos and thoughts on their social media. If they are unsatisfied, they will not do anything. Moreover, results showed that differences in gender has different decision making process in the step Information Search, Evaluation of Alternatives, Purchase Decision and Post-Purchase Behavior. But according to age classification, they are different in every steps. And according to regional classification, only step Information Search, Evaluation of Alternatives and Post-Purchase Behavior are different.