ปัจจัยส่วนประสมทางการตลาดที่มีผลต่อพฤติกรรมการเลือกซื้อของที่ระลึก ของสโมสรวอลเลย์บอลสุพรีมชลบุรี

Abstract

The primary purpose of this study is to determine factors of marketing mix effecting consumer behavior to buy souvenir from Supreme Cholburi Volley Ball Club. The samplings were 385 sport fans who came to watch Supreme Cholburi volley ball games by using a check list and rating scale questionnaire as a tool. Statistical application used for this study were percentage, mean, standard deviation, Chi-Square, and multiple regression analysis.

                On the basis of the results of this study, it can be concluded that most of respondents were males, age between 21-30 years old, single marriage status, work for private corporations, average monthly income between 15,000-20,000 baht, total expenses for 1-2 pieces of souvenir between 1,000-1499 baht monthly, and bought team sport shirts which influenced by friends decision. The average opinions on factors of marketing mix effecting customer behavior to select sport souvenir from Supreme Cholburi Volley Ball Club were at high level when considered every aspects.  The hypothesis testing revealed that the factor of personal different as gender would not affect consumer behavior on buying souvenir from Supreme Cholburi Volley Ball Club, but factor of personal different as age, marriage status, income, occupation, would affect consumer behavior on buying souvenir from Supreme Cholburi Volley Ball Club at a statistically significant at 0.05 level.

                Recommendations from this study were administrative officers of Supreme Cholburi Volley Ball Club should develop souvenir products, sale promotion, appropriate prices, convenient of channel of distribution, e-commerce, attractive display items to motivate consumers to purchase souvenir items.