Factors Affecting Consumers’ Decision to Use Fitness Centers in Muang District, Uttradit Province
Keywords:
Service marketing mix, Purchase decision, Consumer behavior, Fitness centerAbstract
The objective of the research was to study the marketing service mix factors (7Ps) and consumers’ behaviors affecting consumers’ decision to use fitness centers in Muang District, Uttradit Province. The research instrument was a set of questionnaires. The target group of the study was 400 people aged above 20 years old. Statistics used for data analysis included frequency, percentage, mean, standard deviation, and inferential statistics including the multiple regression.
The findings revealed that the marketing service mix factors (7Ps) affecting consumers’ decision to use fitness centers in Muang District, Uttradit Province were at a high level. There were six aspects including; the personal aspect relating service order management; the product aspect relating qualified and safe fitness and exercise equipment; the physical aspect relating the readiness and cleanliness of exercise equipment; the process aspect relating optional payment method; the marketing aspect relating marketing campaigns such as weight loss challenge for free service or free exercise trials; and the distribution aspect relating close distance to working place. The price aspect relating reasonable price and quality service was the only factor at the average level. Consumers’ behaviors affecting consumers’ decision to use fitness centers in Muang District, Uttradit Province were the preference of exercise with equipment, the concern on good health as a main objective of the exercise, regular use on Saturdays, and influence of a variety of exercise equipment and service on consumer’s decision. The hypothesis found that the marketing service mix factors (7Ps) in Muang District, Uttradit Province were at 76.7%. Fitness service providers may use this data to make marketing plans that serve consumers’ needs.
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