THE CORRELATION BETWEEN FACTORS OF MARKETING MIX AND DECISION-MAKING PROCESSES OF BUYING SPORTS SHOES AMONG ELDERLY CUSTOMERS IN BANGKOK

Abstract

This research study is a quantitative research. The objective was to study the relationship between marketing mix and the decision-making processes of buying sports shoes among elderly customers in Bangkok. The questionnaire was used as a data collection tool. The research sample was 400 active-aging customers (self-help and income groups) with over- 60-year-old range who preferred exercising as well as buying sports shoes and lived in Bangkok. The samples were obtained using purposive sampling. Descriptive statistics analysis was used to analyze the marketing mix of sports shoes and decision-making processes of buying sports shoes among elderly customers in Bangkok. Inferential statistics were also used to analyze information about marketing mix factors affecting the decision-making processes of buying sports shoes among elderly customers in Bangkok. The Pearson Product Moment Correlation Coefficient was employed for analyzing the relationship of variables.
The finding showed that the majority of the respondents had opinions on overall factors of marketing mix of sports shoes at the high mean score of 4.25. Additionally, the opinion on each factor’s item showed the mean scores respectively as follows; product factor showed the highest mean score of 4.33, marketing promotion and distribution channels showed the mean scores of 4.28 and 4.23, and price factor showed the lowest mean score of 4.15. Moreover, the Pearson's simple correlation test of hypothesis showed that the factors of marketing mix consisted of products, prices, distribution channels and marketing promotion correlate with the elderly customers' decision-making processes of buying sports shoes in aspects of being aware of problems, seeking information, assessing alternations, decision-making of buying and behavior after buying. The correlation showed the statistically significant level at .05. In addition, the decision-making of buying correlated with the following income level as follows:
1. Product factors mostly correlated with; buying decision making at a value of .468, behavior after buying at a value of .445, being aware of problems at a value of .382, assessing alternations at a level of .379 and least correlated with seeking information at a value of .293, respectively.
2. Price factors mostly correlated with behavior after buying at a value of .659, buying decision making at a value of .622, assessing alternations at a level of .580 and being aware of problems at a level of .392 and least correlated with seeking information at a value of .280, respectively.
3. Distribution-channel factor mostly correlated with; assessing alternations at a level of .612, behavior after buying at a level of .559, buying decision making at al level of .539 and being aware of problems at a level of .395 and least correlated with seeking information at a level of .232.
4. Marketing promotion factor mostly correlated with; buying decision making at a level of .923, behavior after buying at a level of .874, assessing alternations at a level of .557, being aware of problems at a level of .467 and least correlated with seeking information at a level of.328. According to the findings, the business should consider marketing planning, especially for marketing promotion factors that can stimulate a decision to buy quickly. To persuade the elderly customers’ decision-making of buying sports shoes, seeking marketing channels where customers can conveniently buy products as well as serving customers’ demands should be emphasized.