A STUDY ON THE BEHAVIOR INTENTION TO ATTENDING MATCHES OF THAI LEAGUE FOOTBALL SPECTATORS : A CASE STUDY OF TRUE BANGKOK UNITED

Abstract

Purpose : 1) to study the spectator’s behavior in attending True Bangkok United match. 2) to study marketing mix of True Bangkok United. and 3) to study the relationship between demography and spectator’s behavior of True Bangkok United.

Methods : A total of 400 Thai league football spectators who attendning True Bangkok United match, using a random sampling, participated in this study. Questionnaire was used as a tool for the study. Data were presented as the frequency, percentage, and mean standard deviation, and were analyzed using Chi-Square Test with a statistical significant at p<0.05.

Results : The results showed that most True Bangkok United spectators were male (73%), age 31-40 years old (36.5%). They were single (64.5%), graduated with middle school (51.3%), worked as company officers (76.8%) and had monthly personal income between 10,000-20,000 Baht (58%). They had attended True Bangkok United before (93%) and the reason for attending game was due to their favorite football team or favorite football player played in that match (76.5%). The frequency of attending the football league was around 1-2 times a month (58.2%) with budget 300 Baht or lower (57.5%) and being a home stadium game (40.8%). Time of attending the football match was at weekend (84.5%) and a decision making was by themselves (55.2%).

Conclusion : The result indicates that most spectators had experienced in attending Thai league football match. The main reason for attending game was that a football team was their favorite football team or had their favorite players and being a home stadium. Additionally, they usually made a decision by themselves. The overall marketing mix toward attending match was at “high” level in all dimensions determined and each was related to gender, age, education level, occupation and revenue.