Marketing Mix Need Analysis of Consumers' use of Fitness Muaythai

Abstract

The objective of this study was (1) to study the marketing mix need towards the customer’s decision making in using FITNESS MUAYTHAI (2) to compare the needs of marketing mix need for the customer’s decision making in using FITNESS MUAYTHAI which the survey research has been used by divided into 2 periods as follows; The first period was to study the marketing mix need towards the customer’s decision making in using FITNESS MUAYTHAI and to compare the need between Y and X generation. The researcher collected the data from the questionnaire with non-statistics sample size, but magic number was used instead for defining the sample size.  The sample size was 100 people which had the details as follows; 50 people was the member of FITFAC MUAYTHAI academy and 50 people was the member of RSM MUAYTHAI Academy. Then, the data was analyzed by SPSS for finding the average, means, standard deviation , and the difference between the  actual condition and the expected condition, and the need condition. The second period was to study the marketing mix need towards the customer’s decision making in using FITNESS MUAYTHAI and to compare the marketing mix need towards the customer’s decision making in using FITNESS MUAYTHAI between Y and X.  The researcher collected the data by using the questionnaire, and the stratified random sampling has been used for defining the sample size by dividing those 300 customers who were interested in using FITNESS MUAYTHAI, and   have never been the member of FITNESS MUAYTHAI. And the data was analyzed by SPSS for finding the average, means, standard deviation, and independent t-test.

          The first period, the result from the study of the marketing mix need towards the customer’s decision making in using FITNESS MUAYTHAI between Y and X generation found that the actual condition overall were high (M = 4.03, S.D. = 0.47). The highest comment was in the people aspect (M = 4.30, S.D. = 0.56), the second highest was in the price aspect (M = 4.23, S.D. = 0.53), and in the place aspect (M = 4.18, S.D. = 0.43) respectively. The expected condition overall were highest (M = 4.90, S.D. = 0.24). The highest comment was in the people aspect (M = 4.96, S.D. = 0.12), the second highest was physical evidence and presentation (M = 4.92, S.D. = 0.27), process (M = 4.91, S.D. = 0.28) respectively. The marketing mix need towards the customer’s decision making in using FITNESS MUAYTHAI was defined as generations found that two aspects were urgently needed for the Y generation, and 3 aspects for the X generation. The urgent need for both generations were related to the first and second highest which were promotion and process. In the meantime, the urgent need for the X generation was increased at third highest, and product or service respectively.

            The second period was the result of analyzing and comparing the comment level about the marketing mix of FITNESS MUAYTHAI. The overall result were highest. The highest aspect was product or service (M = 4.73, S.D. = 0.33), the second highest was the place and people (M = 4.56 S.D. = 0.46) and (M = 4.46, S.D. = 0.51) respectively. The result of comparing the comment level about the marketing mix of FITNESS MUAYTHAI between Y generation and X generation overall found that people in Y generation who were interested in using FITNESS MUAYTHAI (M = 4.39) and X generation (M = 4.34) had no statistically significant different in marketing mix of FITNESS MUAYTHAI (t = 1.04, p = .31).

            The suggestion: The FITNESS MUAYTHAI entrepreneurs should give the importance to the service issue and the standardized equipment, and increasing the channels for the customers to approach in order to respond the customer’s needs by efficiency.