Marketing mix factors affecting the attendance of football matches in football stadiums
Keywords:
traffic, football, competitionAbstract
This research aims to study the marketing mix factors influencing the attendance of a football match in a football stadium. The sample group was 400 fans of the Police Tero Football Club, using a questionnaire as a data collection tool. The statistical analysis was conducted on the frequency, percentage, mean, standard deviation, and Pearson correlation coefficient analysis. The research results have shown that most of the respondents were male, age 31-40 years old, single, graduated bachelor's degree, work in a private company with an average monthly income of 10,001-20,000 baht, and has been following the club for at least 5 years. It is reported that the frequency of the respondents watching the club’s football matches in the stadium is 1-2 times a month and majority of the respondents visit football matches during the middle of the week with friends. The average expense upon a visit is 501-700 baht. The marketing mix factors that affect the attendance of football matches consist of Product, Price, Place, Promotion, People, Physical Evidence, and Process which was at a high level with an average of 4.05. As for the hypothesis testing results, it was found that the marketing mix factors were related to the attendance of the football match in the field of the Police Tero Club, with a statistical significance at the .01 level.
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