The Marketing Mix Factors Affecting Consumer Purchase Decisions of Desporte Futsal Shoes in Thailand

Abstract

          This research aimed to: 1) study the marketing mix factors influencing the purchase of Desporte futsal shoes, 2) examine the decision-making level in purchasing Desporte futsal shoes, 3) compare purchasing decisions for Desporte futsal shoes based on personal information, and 4) identify the marketing mix factors affecting the decision to purchase Desporte futsal shoes. This study employed a quantitative research approach, using a questionnaire as the data collection tool, with a total of 400 respondents. Statistical methods used for data analysis included percentage, mean, t-test, F-test (One-Way ANOVA), and Multiple Regression Analysis.  The findings revealed that: 1) the overall importance of the marketing mix factors in purchasing Desporte futsal shoes was rated as very high; 2) the overall decision-making level for purchasing Desporte futsal shoes was rated as highly agreeable; 3) with comparisons of the purchasing decisions based on personal information, there were differences in the decision to purchase Desporte futsal shoes; and 4) the marketing mix factors, including product, price, and marketing promotion, significantly influenced the decision to purchase Desporte futsal shoes.