Service Marketing Mix Factors and Reference Groups Affecting Customers' Decision to Buy Football Equipment of Rome Sport Shop on Facebook Page

Abstract

This Independent study is objective for (1) To study the demaphic , service marketing mix factors that affect the decision to buy Football equipment Of Rome Sport shop on Facebook page And Reference Groups the decision to buy Football equipment Of Rome Sport shop on Facebook page The target population used in this study was the consumer who had bought souvenirs (consumer products) in Chachoengsao Province, which was infinite population. Therefore, a group sampling of 400 people was implemented. A survey was used to collect information. To analyze the data, the method of descriptive statistics, which included frequency, percentage, mean, standard deviation, and the method of inferential statistics, which was composed of T-test, One Way Anova (F-test) and multiple regression analysis, were conducted.
The study found that the majority of the respondents of (1) The demographic actors include gender, age, education, status, occupation And average monthly income Affecting the decision to buy Rome Sport shop on Facebook page, had statistical power of 0.05. (2) Marketing mix factors such as process and promotion Affecting the decision to buy Rome Sport shop on Facebook page, had statistical power of 0.05. The most influential factors were process and the least influential factor was promotion. They had predictive power of 1.60%.(3) The reference group factors include co-workers influencing the purchase of sports equipment, internet users influencing the purchase of sports equipment, sales staff influencing the purchase of sports equipment, family members Affecting the decision to buy Rome Sport shop On Facebook page, had statistical power of 0.05. The most influential factors were family and the least influential factor was colleagues. They had predictive power of 50.40%.