To Study Customer Choice’s Criteria for Football Field

Abstract

The purpose of this study is to determine and identify on the variables and the factors which influence on customer choice’s criteria for football field. This can prove that the factors we set up as a customer choices criteria for football field are influence on customer to choose the field to play. This is a quantitative research by distributing the questionnaire in 3 ways which are online via Facebook and Line application and Instragram. The sample size of this research is male 400 respondents who is living in Bangkok area. The age of respondents are between 18 years old – 50 years old and usually play football. The questions are about demographic, consumer behavior, marketing mix, brand, product, service and quality to examine which one is significant. The result was showed in statistics to indicate the frequency by percentage to analyze the data, indicate the cross tabulation to explain the relationship between the factors and type of football field, indicate binary logistic regression analysis to identify customer choice’s criteria for football field which influence on customers to choose football field to prove the hypothesis and make them to repurchase the service. According to the result of this study, researcher found that factors which are consumer behavior, marketing mix, brand, service and quality influence on customer to choose football field.