MARKETING MIX FACTORS IN USING SMALL-SIZED FITNESS SERVICE AMONG THE POPULATION IN THE CENTRAL REGION UNDER COVID-19 MARKETING MIX FACTORS IN USING SMALL-SIZED FITNESS SERVICE AMONG THE POPULATION IN THE CENTRAL REGION UNDER COVID-19

Abstract

The objectives of this research were to investigate the behavior of using small-sized fitness service among the population in the central region under COVID-19 outbreak and to compare the market mix factors for the small-sized fitness service usage among the population in the central region, classified by demographic factors and to student service usage behavior.  The sample size was 400 individuals, obtained based on a quota sampling. Data were analyzed using statistics including  frequency, percentage, mean, standard deviation as well as Independent Sample t-test and One-way ANOVA statistics used to test the hypothesis.

     The samples were female, aged less than or equal to 25 years old, in their under graduate education. Each of the samples has their own business or works as freelance, with monthly income less than or equal to 15,000 baht. All of the female were single. The purpose of using small-sized fitness service was to keep in shape. Social media affected service selection, including the distance from homes or workplaces. Salespeople and social media reviews were involved in decision making. The fee was 50-100 baht per visit, and 3-4 times per week.

     The results of  data analysis indicated that  the respondents with different demographic factors including age, occupation, average monthly income, and marital status had different opinions towards marketing mix of small-sized fitness service with  significant significance level of 0.01 and 0.05 levels.  Moreover, the respondents with different service usage behaviors had different opinions towards marketing mix of small-sized fitness service with  significant significance level of 0.01 and 0.05 levels.