The Marketing Mix Affecting Towards the Buying Behavior in the Sport Product Selection of the Port Football Club’s Fan Club
Keywords:
: Marketing Mix, Buying Behavior, , Sport Product, PORT Football ClubAbstract
The objective in this research were (1) to study the marketing mix affecting towards the buying behavior in the sport product selection of the Port football club’s fan club, and (2) to compare the marketing mix affecting towards the buying behavior in the sport product selection of the Port football club’s fan club which was classified by the personal characteristics. The quantitative research was used in this research by collecting the questionnaire with the 384 Port football club’s fan club, and analyzed by the frequency, the percentage, the mean, the standard deviation, t-test and ANOVA by Scheffe's test in the statically significance at 0.05 which found that (1) The marketing mix affecting towards the buying behavior in the sport product selection of the Port football club’s fan club in overall were high ( =4.24). The most comment were in the product aspect ( =4.42) , the second were the price aspect ( = 4.22) , the promotion ( = 4.13) and the place ( =4.16) respectively. (2) To compare the marketing mix affecting towards the buying behavior in the sport product selection of the Port football club’s fan club in overall which were classified by the income and the profession were different in the statically significance at 0.05, but the gender, the age, the marriage status and the education weren’t different.
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