DEMOGRAPHIC FACTORS, PSYCHOLOGICAL FACTORS, SOCIAL FACTORS AND MARARKETING MIX 7Ps AFFECTING CUSTOMER DECISION TOWARD FITNESS CENTER IN BANGKOK DURING THE OUTBREAK OF COVID-19
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Abstract
The objectives of this research are to study demographic factors, psychological factors, social factors, and marketing mix 7Ps affecting customer decision toward fitness center in Bangkok during the outbreak of COVID-19. Online questionnaires were used to gather data from the number of 290 participants, male and female, who attended fitness center in Bangkok. Statistical methods employed for data analysis consisted of percentage, means, standard deviation, and multiple regression.
The results indicate that the majority of the sample were female, with an average age of 31 years, 52.1%. 82.4% of them were single, and their education was at the bachelor’s degree or equivalent, 64.8% engaged in private company employees. 52.1% of their average monthly income was equal to 39,783 baht. Most of the sample group lived in the eastern Bangkok area, 23.0%.
The results show that there were two factors affecting customer decision toward fitness center in Bangkok during the outbreak of COVID-19 were motivation factors ( p − value = 0.000) and promotion factors ( p − value = 0.000). The multiple linear regression equation was listed below;
y2 = - 11.164 + 4.496 x3 + 1.893 x8 ; R2 = 25.9%
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