Factors influencing consumer behavior in using the golf course services at Rattanarangsarn Camp
Keywords:
Marketing Mix, Consumer Behavior, Golf CourseAbstract
The study on factors influencing consumer behavior in using the golf course services at Rattanarangsarn Camp has the following objectives 1. To study the behavior of consumers using the golf course services at Rattanarangsarn Camp. 2. To examine the influence of marketing mix factors on consumer behavior in using the golf course services at Rattanarangsarn Camp. This research is quantitative in nature. The sample group consists of 400 consumers using the golf course services at Rattanarangsarn Camp. The researcher used a questionnaire as the tool to collect data from a simple random sample. The reliability of the questionnaire is measured at .857. The statistics used for data analysis include descriptive statistics, such as Percentage, Mean, and Standard Deviation, as well as inferential statistics, which include One-Way ANOVA and Linear Regression Analysis.
The study results show that the majority of the sample group are male, aged between 31 and 40 years, with a bachelor's degree education level. Most have an income ranging from 15,000 to 30,000 baht. Regarding their opinions on the behavior of using the golf course services at Rattanarangsarn Camp, the overall level was found to be moderate. Additionally, the study of the overall marketing mix of Rattanarangsarn Camp's golf course showed that it was rated at a high level.
The hypothesis testing results found that 1.Demographic characteristics of those using the Rattanarangsarn Camp golf course services, such as age, highest level of education, and income, have a statistically significant effect on consumer behavior in using the golf course services, at a significance level of 0.05. 2. The marketing mix factors, specifically price and place, have a statistically significant influence on consumer behavior in using the Rattanarangsarn Camp golf course services at a significance level of 0.05. The order of influence, from greatest to least, is price (Beta = .154) and place (Beta = .114), respectively.
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