MARKETING MIX AFFECTING ON THE DECISION MAKING TO PARTICIPATE IN THE TRIATHLON RACE
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Abstract
Purpose:
The purpose of this research was to study factors affecting the decision making to participate in the triathlon race by applying the 7Ps marketing mix including and to compare demographic attributes: gender, age, education level and income of triathletes.
Methods:
The sample of research consisted of 400 Thai people who living in Bangkok, age ≥ 20, years and had participated in triathlon races in Thailand. This research used questionnaires as the method to collect data with the IOC of 0.88 and coefficient alpha of 0.943. Data were expressed as frequency, percentage, and mean and standard deviation and were analysed using multiple linear regression, Independent sample t-test, and One-way ANOVA with a statistical significance at p < 0.05.
Results:
Overall, the samples scored the highest for their opinions in both of the 7Ps marketing mix and the decision making for participating in triathlon race. The hypotheses testing revealed that 7Ps marketing mix including promotion, people, physical evidence and process had significancely affected on the decision making to participate in the triathlon race (P >.05). Moreover, the comparison of demographic attribute revealed that differences in gender, age education level and income had no effect on decision making to participate in the triathlon race.
Conclusion:
Only marketing mix factors of promotion, people, physical evidence and process affected on the decision making to participate in the triathlon race, regardless of gender, age, education level and income.
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