The Perception of Marketing Communications and New Marketing Mix (4E’s) Factors Affecting Decisions to Use the Houseclub Board Game Café Services

Abstract

The purposes of this research were (1) to study the demographic factors and customer behaviors of Houseclub Board Game Café’s consumers, (2) to study the perception of marketing communication affecting decisions to use Houseclub Board Game Café and (3) to study the New Marketing Mix (4E’s) factors affecting the decisions to use Houseclub Board Game Café. This is quantitative research, which data were collected from 400 users of Houseclub Board Game Café in Muang District, Samut Sakhon Province from January to March 2023. The data were analyzed using Frequency, Percentage, Mean, Standard Deviation and Multiple linear Regression. The research results revealed that (1) The Houseclub Board Game Café’s consumers profiles are mostly female entrepreneurs with bachelor’s degrees. They, mostly accompanied by friends, visit board game café more than 1 time per 2 weeks, mostly in the evening estimate 3-4 hours with 100–200-baht spending. (2) the perception of marketing communication in personal selling and sales promotion aspects positively affect the decision to use services in Houseclub Board Game Café with statistical significance at the 0.01 level and (3) the new marketing mix factors in accessibility aspect positively affects the decision to use services in Houseclub Board Game Café, statistically significant at the 0.01 level. From the results, entrepreneurs should focus on developing marketing communication; specifically personal selling and sales promotion, and the new marketing mix; specifically accessibility, which positively affect the decision making to use services.