The Approach for Business Success of the Artificial Turf Football Field Rental in Samut Sakhon, Thailand

Abstract

The objectives of this research are to study the marketing mix which consists of products, prices, distribution channels, marketing promotion, employees, processes, and physical environment of the users of the artificial turf football field in Samut Sakhon Province and to compare such marketing mix classified by individual factors including age, education level, occupation, and average monthly income, classified by service use behaviors consisting of frequency, rental period, time period for renting the field, and the costs for using service each time. The sample in this research consists of 400 users of artificial turf football field in Samut Sakhon province. The tools used in this research are questionnaires. The statistics used for data analysis are frequency, percentage, mean, standard deviation, One-way Analysis of Variance, and test for differences in pairs using LSD method. The results show that the marketing mix of the users of the artificial turf football field in Samut Sakhon province is overall in the high level. The comparison of marketing mix of users of artificial turf football fields in Samut Sakhon Province classified by personal factors reveals that the users have 4 different personal factors. The overall marketing mix has no statistically significant difference classified by personal factors with marketing mix. When being considered in each aspect, it is found that the education levels and average monthly income are different. The products are significantly different at the .05 level. The age and the marketing promotion are different at the significant level of .05. The age and the employees are different at the significant different level of .05. The comparison of marketing mix of users of artificial turf football fields in Samut Sakhon Province classified by service usage behavior reveals that the service users have 4 different behavioral factors. The overall marketing mix has no statistically significant difference classified by service usage behavior. The time taken to rent the field is different and the prices are different at the significant level of .05. The cost of each time of service is different and the employees are different at the significant level of .05.