PRODUCT ELEMENTS AND DIGITAL MARKETING TOOLS THAT AFFECT THE THAI CONSUMERS’ DECISION TO PURCHASE FOOTBALL BOOTS
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Abstract
Purpose
The purpose of this study is to study the elements of football boot products and digital marketing tools that affect the Thai consumers’ decision to purchase football boots.
Methods
The Samples used in this study were 400 Thai people who have experience in purchasing football boot at least once. Questionnaires in Google Form were used as a main method to collect data in this research with IOC of 0.9 and coefficient alpha equal of 0.84. Questionnaires Google Form were collected from 5 Facebook including (1) Genuine studs, hard to find, cheap price (2) Rare football boots-genuine-cheap price, huy-sell (3) Mizuno Nike Adidas Thailand (4) Adidas Football TH (5) Nike Football TH II. This study also applied statistical data analyses with the determination of patterns in data such as the frequency, percentage, mean and standard deviation. This research also undertook Multiple Linear Regression with statistical significance at 0.05 to test the hypothesis of this research.
Results
Hypothesis testing showed that core product, generic product, expected product, augmented product, potential product, search engine marketing, online PR, online partnerships, display advertising and social media marketing have affected on the decision to consumer football boots with statistical significance at 0.05. On the other hand email marketing have not affected on the decision to consumer football boots.
Conclusion
Core product, generic product, expected product, augmented product, potential product, search engine marketing, online PR, online partnerships, display advertising and social media marketing have affected on the decision to consumer football boots.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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