ส่วนประสมการตลาดที่มีผลต่อลูกค้าในการซื้อสินค้าจากร้านค้าในฟิตเนสในอำเภอเมืองเชียงใหม่

Abstract

The purpose of this study was to explore the marketing mix affecting customers towards purchasing goods from shops in fitness centers in mueang Chiang Mai District. The samples of this study consisted of customers of fitness centers in Mueang Chiang Mai District who purchased any goods from store in fitness centers. As the research instrument, the questionnaire was used to collect data from 300 samples. The data was analyzed by descriptive statistics namely frequency, percentage, mean and cross-tabulation. The results of this study showed that most of the respondents were male, 20-30 years old, single, graduated with Bachelor’s degree. They were students with monthly income of under 10,000 baht. The study of the respondent’s exercise behavior showed that mostly workout 3-5 times a week. They had spend an average of 1-2 hour per time. They mostly take place close to home and mostly prefer cardio workouts. The mostly type of exercise is running. They mostly workout at 18.00-21.00 O'clock. The most purchasing goods are drinking waters. The most popular store is 7-Eleven. They preferred to purchasing goods from shops outside fitness centers rather than shops in fitness centers. The mostly spent is 20-50 baht per time. In terms of marketing mix affecting customers towards purchasing goods from shops in fitness centers in mueang Chiang Mai District, the respondents rated the overall marketing mix at the high level in the following order: place, product, price and promotion. From considering individual elements, the respondents highest rated marketing mix are as follows. For place, cleanliness of store. For product, the cleanliness of product and safety products for health. For price, goods quality at a reasonable price. For promotion, Advertising through various media. In addiction to other criteria, which result depend on gender, age, income and workout times.