ปัจจัยส่วนประสมทางการตลาดที่มีผลต่อการตัดสินใจเลือกใช้บริการสถานประกอบกิจการด้านการออกกำลังกายเพื่อสุขภาพ

Abstract

The purposes of this research were to study the decision to choose fitness center for health, to study the marketing mix factors affecting the decision to choose the Fitness Center for Health, including product factors, price, distribution channels, personnel, physical characteristics and service process, and to create predictions marketing mix affecting consumers’ decision of using health service fitness establishment in Muang district, Phitsanulok province classified by personal characteristics such as genders, ages, education levels, occupations, monthly income and health service fitness establishments that they are members or regularly use. The data were collected by survey questionnaires of 390 consumers who use health service fitness center for health in Mueang district, Phitsanulok province by the stratified random sampling. Data were analyzed in term of the rating scale in 5 levels and the total confidence was at 0.95 and statistical analysis was conducted through percentage, mean, standard deviation, correlation coefficient and multiple regression.  

Results of the research