The Influence of Perceived Salient Features of the Marketing Mix in Running Shoe Purchases on Consumer Satisfaction in Chiang Mai Province
Article Sidebar
Main Article Content
Abstract
This research aims to examine the influence of perceived salient features of marketing mix factors in the purchase of running shoes and to test the relationship between these perceived features and consumer satisfaction in Chiang Mai Province. A quantitative research method was employed. The sample consisted of 385 consumers in Chiang Mai who had purchased running shoes within the past year. The research instrument used was a questionnaire. The sampling technique was convenience sampling. Descriptive statistics used included frequency, percentage, mean, and standard deviation. Inferential statistics included Exploratory Factor Analysis (EFA) and Enter Multiple Regression Analysis.
The research findings revealed that the perceived salient features of marketing mix factors in the purchase of running shoes influencing consumer satisfaction consisted of 32 variables, which could be categorized into four components: (1) shoe attributes and price, (2) distribution channels, (3) sales promotion, and (4) brand image and knowledge. When testing the influence of these perceived salient features on consumer satisfaction in the purchase of running shoes, it was found that shoe attributes and price as well as brand image and knowledge significantly influenced consumer satisfaction. Other components were found to have no significant influence on consumer satisfaction in purchasing running shoes.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All published articles are SJMS’s copyright. The editorial board allows all published articles to be copied, excerpted, or disseminated with academic citation.
References
Abbas, U., Islam, K. M. A., Hussain, S., Baqir, M., & Muhammad, N. (2021). Impact of Brand Image on Customer Loyalty with the Mediating Role of Customer Satisfaction and Brand Awareness. International Journal of Marketing Research Innovation, 5(1), 1-15.
Agkradeechaigul, T. (2023). The Factors Influencing the Purchase of Running Shoes for Runners in the Bangkok Metropolitan Region. (Master ’s thesis). Nakhon Pathom: Mahidol University.
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions. Journal of Marketing, 66(2), 120-141.
Baromsuk, J. (2019). The factors influencing marathon runners' decisions to purchase running shoes. (Independent study). Bangkok: The University of the Thai Chamber of Commerce.
Bordalo, P., Gennaioli, N., & Shleifer, A. (2013). Salience and Consumer Choice. Journal of Political Economy, 121(5), 803-843.
Buranthaveekoon, N. (2022). How is the running shoe market in Thailand and what opportunity do Saucony have in the market? Retrieved November 12, 2024, from https://marketeeronline.co/archives/273982, Chiang Mai to Host World-Class Running Event, Expected to Generate Over 1 Billion Baht in Revenue. (December 6, 2024). In https://www.prachachat.net/local-economy/news-1710865
Chotikul, N., Malikaew, N., Toso, K. & Kraisanti, K. (2023). Marketing Mix Factors Affect the Decision to Buy Running Shoes After the Covid-19 in Hatyai District Songkhla Province. In Business Administration and Tourism Group. The 14th Hatyai National and International Conference. pp.1807- 1820.
Churchill, G. A., & Surprenant, C. (1982). An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research, 19(4), 491-504.
Cochran, W. G. (1977). Sampling techniques (3rd ed.). New York: John Wiley & Sons.
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193-218.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
Fathurahman, A. A., & Sihite, J. (2022). Effect of Promotion, Brand Image, and Product Quality on Re-purchase Interest Through Customer Satisfaction as Intervening on Erigo Apparel Products. Dinasti International Journal of Management Science, 3(4), 621-631.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21.
Guadagnoli, E., & Velicer, W. F. (1988). Relation of Sample Size to the Stability of Component Patterns. Psychological Bulletin, 103(2), 265-275.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, NJ: Pearson Education.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Khunthongjan, S. (2017). Business Research. Bangkok: Se-ed Education Company Ltd.
Kotler, P., & Armstrong, G. (2021). Principle of Marketing. (18th global edition.). Malaysia: Pearson education.
Kotler, P., & Keller K. L. (2016). Marketing Management. (15th global edition) Edinburgh: Pearson Education.
Maiphoom, U. (2021) The Relationship between Marketing Mix Factors and the Process of Purchasing Sports Shoes Among Elderly Customers in Bangkok. Valaya Alongkorn Review Journal, 11(1), 119-132.
Mothersbaugh, D. J., Hawkins, D. I., & Kleiser, S. B. (2020). Consumer Behavior: Building Marketing Strategy (14th Ed.). New York: McGraw-Hill Education.
Nunnally, J. C. (1978). Psychometric Theory (2nd Ed.). New York: McGraw-Hill.
Oh, H. (1999). Service Quality, Customer Satisfaction, and Customer Value: A Holistic Perspective. International Journal of Hospitality Management, 18(1), 67-82.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill.
Orachorn, T. (2019). Factors Affecting Decisions to Purchase Sport Shoes of Employees of Mckey Food Services (Thailand) Company Limited, Chonburi Branch. (Master’s Thesis). Bangkok: Ramkhamhaeng University.
Poklikuha, G. (2020). Consumer Awareness and Perceptions of Running Shoes and Training with Assessment of a Point of Purchase Educational Intervention. (Doctoral dissertation). Texas: Texas Tech University.
Pukongka, S. (2017). A Decision-making Processing on Buying Running Shoes of the Population in Bangkok. (Independent study). Bangkok: Ramkhamhaeng University.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Upper Saddle River, NJ: Pearson.
Schouten, A. P., Janssen, L., & Verspaget, M. (2019). Celebrity vs. Influencer Endorsements in Advertising: The Role of Identification, Credibility, and Product-Endorser fit. International Journal of Advertising, 38(2), 258-282.
Sloutsky, V. M., & Fisher, A. V. (2014). Salience or centrality: Why do some features influence inductive generalization more than others? Cognitive Psychology, 81, 1-27.
Sombultawaee, K. (2017). Fanpage NMD (Social Networking Online and Brand Equity Affecting Purchasing Decision through Adidas NMD Shoes of NMD Fanpage). Veridian E-Journal, 11(2), 1483-1499.
Steven, M., & Purba, S. (2021). The Influence of Brand Image on the Purchase Decision of Adidas Running Shoes. Journal of Brand Management, 29(6), 459-479.
Tabachnick, B. G., & Fidell, L. S. (2013). Using Multivariate Statistics (6th ed.). Boston, MA: Pearson Education.
Vutikorn, S. (2022). The game changes…when running shoes are your choice. Coming strong, overtaking big brands. Retrieved November 12, 2024, from https://brandage.com/article/31993
Winnie, L., Chen, H., & Zhang, Y. (2022). The Influence of Product Price on Purchase Intention for Sports Products. Journal of Consumer Psychology, 36(3), 445-467.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.
