THE INFLUENCE OF FAMOUS FOOTBALL PRESENTERS ON CONSUMER PURCHASING DECISIONS FOR FOOTBALL EQUIPMENT IN BANGKOK

Abstract

The objectives of this study were 1. to study the influence of personal factors on consumer purchasing decisions for football equipment in Bangkok and 2. to study the influence of Thai famous football presenters on consumer purchasing decisions for football equipment in Bangkok.

The samples in this research were 400 people who purchase football equipment and live in Bangkok. The research tool is questionnaire. This study used t-test, One-Way ANOVA and Multiple Regression to analyse hypothesis.

Research result found that the personal factors such as age difference affect the purchasing decisions of football equipment consumers in Bangkok at significant level of 0.05. In addition, the presenters image factors such as motivation and purchase reminder affect the purchasing decisions of football equipment consumers in Bangkok at significant level of 0.05