AN INVESTIGATION OF THE RELATIONSHIP BETWEEN LIFESTYLE PATTERNS AND THE MARKETING MIX AMONG USERS OF THE INDOOR SPORTS TRAINING CENTER, SPORTS AUTHORITY OF THAILAND

Abstract

This research article aims to: 1) Study and compare the influence of personal demographic factors on the marketing mix among users of the Indoor Sports Training Center, and 2) Examine the relationship between lifestyle factors and the marketing mix among users of the Indoor Sports Training Center. This is a quantitative study. The sample group consisted of 364 service users aged 11 years and above, selected through accidental sampling. Data were collected using a questionnaire divided into three sections: 1) Personal information, 2) Lifestyle, and 3) Marketing mix. The data were analyzed using percentage, mean, standard deviation, and correlation coefficient. The study found that the majority of service users were male, aged between 26 and 30 years, with the youngest group being 11 to 15 years old. Most respondents were private company employees or wage earners, with an average monthly income between 20,001 and 30,000 baht. Most users were classified as general service users. Overall, lifestyle factors were rated at a high level, ranked as follows: 1) Opinion, 2) Interest, and 3) Activity. The marketing mix was also rated at a high level, with price ranked first, followed by tangible symbols, and lastly, product. The analysis concluded that: 1) Personal demographic factors, including gender, age, occupation, income, and user status, had no significant effect on the marketing mix, except for occupation, which significantly affected the marketing mix in terms of place and promotion at the .05 level of significance; and 2) Lifestyle factors showed a moderate positive correlation with the marketing mix.