Marketing Mix Needs of Sports and Exercise Service Users in the Sports Authority of Thailand

Abstract

The purpose of this research was twofold: to study the marketing mix needs of sports and exercise service users in the Sports Authority of Thailand; and to compare the marketing mix needs classified by Demographic Segmentation including gender, age, and income. A total of four hundred and five subjects answered the questionnaire which was used as a survey tool. Data were analyzed statistically by using mean, standard deviation, t-test, and One-way ANOVA (F-test). Then the differences were analyzed in pairs by using Scheff’ Method.

The results were as follows: 1) sports and exercise service users need the marketing mix overall at a high level: Product, Price, Place, Promotion, People, Process, Physical Evidence, and Presentation; 2) comparison of the marketing mix needs of sports and exercise service users classified by gender using t-test were found to be significantly different at .05 level; 3) comparison of the marketing mix needs of sports and exercise service users classified by age using the One-way ANOVA (F-test) found the users with different average age have different marketing mix needs in the subject of Price which differentiated at a .05 significance level; and 4) comparison of the marketing mix needs of sports and exercise service users classified by income using the One-way ANOVA (F-test) found the users with different average monthly income have different marketing mix needs in the subjects of Price, Physical Evidence, and Presentation which differentiated at a .05 significance level.