The Impact of Marketing Mixon Sport Newspaper Consumer's Buying Decision

Abstract

The objective of this research aims to study on the effect of marketing mix on the decision to buy sport newspaper. The sample group for this study is four hundred people who use to buy sport newspaper. The group is selected from accidental sampling by gathering data from six areas in Bangkok which consist of Chula book center at Siam square branch, B2S bookstore at silom complex shopping plaza, B2S bookstore at central plaza lardprao, SE - ED bookstore at the mall bangkapi, Nai-in bookstore at the circle ratchapruk and Se-Ed bookstore at seacon bangkae. This research applied questionnaires as a main method for collecting data. This study also applied statistical data analysis such as Frequency, Percentage, Mean, Standard deviation and multiple linear regressions.

The overall result of this research shows that the average level of marketing mix is at high level. When we consider in the detail, average level of place and price are at high level also. Meanwhile, the average level of product and promotion are at medium.

The multiple liner regression analysis shows that nine marketing mix can predict newspaper buying decision at 28.3 percent with correlation at 0.532. Marketing mix which can predict on newspaper buying decision at statistical significance level 0.05 on the positive direction are the content of sport newspaper is concisely, Promotion is the interesting activities that can effects on sport newspaper buying decision, the variety of place and personal selling. On the other hand, marketing mix which can predict newspaper buying decision at statistical significance level 0.05 on the negative direction are the development of place, the advertising of sport newspaper and the suitable price of sport newspaper.