FACTORS AFFECTING CONSUMER’S INTENTION TO PURCHASE FOOTBALL SPORTSWEAR IN BANGKOK
Article Sidebar
Main Article Content
Abstract
Perpose: The purpose of this study was to study factors affecting consumer’s intension to purchase football sportswear in Bangkok
Methods: The samples include 405 consumers who have bought football sportswear in Bangkok. Distributing queries over the internet. Online questionnaires were used as research instrument. Content validity (IOC) was 1.00 and the reliability of the questionnaire was 0.806. The data were analyzed using descriptive statistics including frequency, mean, and standard deviation. Research hypothesis was tested by using multiple regression.
Results: The results show that quality, brand image, fashion and availability are likely to affect the intention to purchase of football sportswear. While price do not seem to affect the intention to purchase of football sportswear.
Conclusion: The quality, brand image, fashion and availability factors are the factors that tend to affect willingness to purchase football sportswear. So this research can be used as a guideline for football sportswear business or researchers who interested in this field including for analysis, marketing plan, marketing policy according to the Bangkok customer football sportswear customer behavior.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Armstrong, G. (2009). Marketing: an introduction: Pearson Education.,
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. The Journal of Marketing.
Boor, S., Green, M., Hanson, C., & Winn, C. (2017). Planet Football Football Money League. Retrieved January 1, 2018, from deloitte website: https://www2.deloitte.com/content/dam/Deloitte/uk/Documents/sports-business-group/deloitte-uk-sport-football-money-league-2017.pdf
Euromonitor international. (2018). Apparel and Footwear in Thailand. Retrieved January 1, 2018, from euromonitor website: http://www.euromonitor.com/ apparel-and-footwear-in-thailand/report
Euromonitor international. (2018). Sportswear in Thailand. Retrieved January 1, 2018, from euromonitor website: http://www.euromonitor.com/sportswear-in-thailand/report
Fourfourtwo. (2016). Burirum united sold 35,000 shirts in one day and breaking old record. Retrieved from January 1, 2018, from fourfourtwo website: https:// www.fourfourtwo.com/th/news/wanediiyw-35000-taw-buriiramy-khaayesuu epii-2017-wanaerkthamlaaysthitiedim
Goal. (2018). Just one month! Buriram reveals over 130,000 shirt sales. Retrieved January 1, 2018, from goal website: http://www.goal.com/th/ข่าว/แคเดอนเดยว-บรรมยเผยยอดจำหนายเสอทะล-130000-ตว/wwcvz77osus617991cw578f9t
Houlihan, A., & Parkes, R. (2006). Football Money League. Retrieved January 1, 2018, from deloitte website: https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Audit/gx-deloitte-football-money-league-2006.pdf
Jetsadaporn SornSrikerd. (2012). Factors influencing the purchase decision through social media of Chiang Mai University students. Master of Business Administration, Chaiangmai University.
Kamolwat Thammaraksa. (2010). Brand Equity and Integrated Marketing Communication (IMC) Effecting on Consumer’s Applacation of Hair Color Cream Products in Bangkok. Master of Business Administration Degree in Management, Srinakharinwirot University
Kittikoon Boonkate. (2013). Factors Influencing Decisions to Purchase Buriram United Football Club Products of consumers in Buriram Province. Master of Science, National Institute of Development Administration.
Kotler, P. (2000). Marketing management: The millennium edition. Marketing Management.
Nakamon Phuthong. (2007). Factors influencing the decision purchasing behavior towards Nike sport shose in Bangkok Metropolitan Area. Master Degree, Srinakharinwirot University.
Nuttha Taweechokeanan. (2014). Brand equity and marketing factors affecting purchase decision toward running shoes of consumers in Bangkok. Master of Business Administration, Thammasat University
Piyanat sanguantoi. (2012). Dress up of Thailand. Retrieved January 1, 2018, from website: http://kham-piyanut.blogspot.com/2012_02_01_archive.html
Pornchan Inchansuk. (2005). Behaviour and marketing factor affecting consumer’s decision to purchase sport shoes in Bangkok.Master of Business Administration, The University of the Thai Chamber Commerce
Rahman, M. R., Itminan, S., Haque, S. J., & Farhad, S. M. (2011). Factors Affecting Consumer’s Decision Making while Purchasing a Shirt. Term paper, East West University, Mohakhali, Dhaka, Bangladesh.
Sasinapa Suanpud. (2012). The study and the values of teenagers today. Retrieved January 1, 2018, from website: https://non9279.wordpress.com/2012/04/25/article-edu-cult-popomalo/comment-page-1/
Saeree Wongmontha. (1999). Consumer Behaviour. Thera film and Saitex.
Sittirak Vichai. (2007). Factors Affecting the decision to buy clothes at holiday HYPERLINK "http://newtdc.thailis.or.th/result.aspx?ntk=subject_facet1&ntt=%E0%B9%80%E0%B8%AA%E0%B8%B7%E0%B9%89%E0%B8%AD%E0%B8%9C%E0%B9%89%E0%B8%B2%E0%B8%AA%E0%B8%B3%E0%B9%80%E0%B8%A3%E0%B9%87%E0%B8%88%E0%B8%A3%E0%B8%B9%E0%B8%9B"markets : HYPERLINK "http://newtdc.thailis.or.th/result.aspx?ntk=subject_facet1&ntt=%E0%B9%80%E0%B8%AA%E0%B8%B7%E0%B9%89%E0%B8%AD%E0%B8%9C%E0%B9%89%E0%B8%B2%E0%B8%AA%E0%B8%B3%E0%B9%80%E0%B8%A3%E0%B9%87%E0%B8%88%E0%B8%A3%E0%B8%B9%E0%B8%9B" A case study of HYPERLINK "http://newtdc.thailis.or.th/result.aspx?ntk=subject_facet1&ntt=%E0%B9%80%E0%B8%AA%E0%B8%B7%E0%B9%89%E0%B8%AD%E0%B8%9C%E0%B9%89%E0%B8%B2%E0%B8%AA%E0%B8%B3%E0%B9%80%E0%B8%A3%E0%B9%87%E0%B8%88%E0%B8%A3%E0%B8%B9%E0%B8%9B"Nikornthani HYPERLINK "http://newtdc.thailis.or.th/result.aspx?ntk=subject_facet1&ntt=%E0%B9%80%E0%B8%AA%E0%B8%B7%E0%B9%89%E0%B8%AD%E0%B8%9C%E0%B9%89%E0%B8%B2%E0%B8%AA%E0%B8%B3%E0%B9%80%E0%B8%A3%E0%B9%87%E0%B8%88%E0%B8%A3%E0%B8%B9%E0%B8%9B" Market, HYPERLINK "http://newtdc.thailis.or.th/result.aspx?ntk=subject_facet1&ntt=%E0%B9%80%E0%B8%AA%E0%B8%B7%E0%B9%89%E0%B8%AD%E0%B8%9C%E0%B9%89%E0%B8%B2%E0%B8%AA%E0%B8%B3%E0%B9%80%E0%B8%A3%E0%B9%87%E0%B8%88%E0%B8%A3%E0%B8%B9%E0%B8%9B"Ubon HYPERLINK "http://newtdc.thailis.or.th/result.aspx?ntk=subject_facet1&ntt=%E0%B9%80%E0%B8%AA%E0%B8%B7%E0%B9%89%E0%B8%AD%E0%B8%9C%E0%B9%89%E0%B8%B2%E0%B8%AA%E0%B8%B3%E0%B9%80%E0%B8%A3%E0%B9%87%E0%B8%88%E0%B8%A3%E0%B8%B9%E0%B8%9B" HYPERLINK "http://newtdc.thailis.or.th/result.aspx?ntk=subject_facet1&ntt=%E0%B9%80%E0%B8%AA%E0%B8%B7%E0%B9%89%E0%B8%AD%E0%B8%9C%E0%B9%89%E0%B8%B2%E0%B8%AA%E0%B8%B3%E0%B9%80%E0%B8%A3%E0%B9%87%E0%B8%88%E0%B8%A3%E0%B8%B9%E0%B8%9B"Ratchathani HYPERLINK "http://newtdc.thailis.or.th/result.aspx?ntk=subject_facet1&ntt=%E0%B9%80%E0%B8%AA%E0%B8%B7%E0%B9%89%E0%B8%AD%E0%B8%9C%E0%B9%89%E0%B8%B2%E0%B8%AA%E0%B8%B3%E0%B9%80%E0%B8%A3%E0%B9%87%E0%B8%88%E0%B8%A3%E0%B8%B9%E0%B8%9B"province. Master of Business Administration, Ubon Ratchathani Rajabhat University.
Sornsawan Siriwatthanasest. (2015). Factors Affecting customer satisfaction on Buying NIKE Sport Shoes in Bangkok and Metropolitan Area. Master of Business Administration, Thammasat University.
Sudaduang Ruengrujira. (1998). Marketing Principles Vol8. Bangkok, Prakaypruk.
Thaileague. (2016). Total revenue of all club in Toyota Thai League 2016. Retrieved January 1, 2018, from thaileague website: https://www.thaileague.co.th/official/?r=News/NewsRead&id=1793
Wannaporn Sinacharoen. (2015). Factors Affecting customer decision on Buying Adidas Sport Shoes in Bangkok and Metropolitian Area. Master of Business Administration, Thammasat University