Marketing Mix Factors Influencing Parents' Decisions to Purchase Youth Football Courses in the Bang Na District: A Case Study on Female Youth Athletes
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Abstract
This research study investigates the marketing mix factors influencing parents' decisions to purchase football courses in the Bangna district, specifically focusing on female youth athletes. The objectives of this research are: 1) to examine the demographic characteristics of parents that influence their decision to purchase football courses for their children in the Bang na district, specifically female youth athletes, and 2) to study the marketing mix factors that affect parents' decisions to purchase football courses in the Bangna district, focusing on female youth athletes. This quantitative research involved a sample of 400 parents who enrolled their children in football courses and reside in the Bangna district. The data were analyzed using frequency distribution, percentages, means, and multiple regression analysis. The target group data were collected through an online questionnaire. The research findings indicate that the model of factors influencing parents' decisions to purchase football courses, specifically for female youth athletes, explained 62.60% of the decision-making process, with a standard error of prediction of ± .495. The factors identified as influential include the service process, the product, and the personnel.
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