ส่วนประสมการตลาดที่มีผลต่อนักวิ่งในการเลือกการแข่งขันวิ่งเทรลในจังหวัดเชียงใหม่

Abstract

This independent study aims to study marketing mix affecting runners towards selecting trail running events in Chiang Mai Province. Questionnaire is used as the tool to collect data from 385 candidates and participants in trail running, Chiang Mai in not more than 1 year. The research is analyzed with descriptive statistics including frequency, percentage, mean, and inferential statistics, associated with Independent-sample t-test and One-Way ANOVA.

The finding of the research shows that most respondents is male, aged of 30-39, from Chiang Mai province, receiving bachelor’s degree, working as government officers, and earning 15,000 -25,000 baht per month salary.

According to the research, marketing mix affecting runners towards selecting trail running events in Chiang Mai Province in terms of tournament’s people ranks in the most mean, physical evidence, process, price, place, product, and promotion respectively. The minor factors which contain the highest means in each category shows that the product is that the trail provides good scenery. Price provides online purchase, internet banking and mobile banking, for instance. Place provides tournament on the internet. Promotion provides advertisement via various online media, such as Facebook. People provides service-minded team. Physical evidence provides signs and notices which are observable, such as trailing signs, distance signs, stopover spots, and warnings. Processprovides security and welfare unit through the running trail.

The result of the comparison on means which affect marketing mix in deciding to participate in the tournament in Chiang Mai province, categorized by gender, shows that means varying in some of the minor marketing mix factors in product is that sufficiency of along stopover spots. The minor marketing mix factors in promotion is that bringing famous figures to promote the campaign. The minor marketing mix factors in people is that staff is always in service to assist the application online, such as on Facebook. Moreover, staff on duty wear the attire properly and politely. According to classifying from ages, it shows that there are some differences in some marketing mix minor factors. Particularly, in term of product, it is reputation of the tournament organizer, running merchandize, such as jersey, medals, variety of trail distances, two-way and wide running trail, sufficient food and refreshment, trash bins, and muscle relaxant spray at stopover spots, preparedness of first aid unit in any emergency, and foods supplied after running. In term of price, the price is suitable with tournament’s image, especially compared with others. In term of place, the factor is that there are a variety of applications which are on the internet, promoting booth, and counter service, such as 7-eleven, including service to drive runners to the running site. In term of promotion, application provides discount coupons for buying merchandize. Famous figures are brought to promote the tournament. There is a campaign distributing some prizes for runners and participants. Moreover, there are some advertisements and promotion through online media, such as Facebook. In term of people, there are staff assisting application process via telephone throughout working hours. In term of physical evidence, the venue is decorated in modern and beautiful condition. The venue is outstanding and noticeable.