Factors Influencing the Decision to Use Rental Football Fields in Ladprao District, Bangkok

Abstract

Currently, the use of rental football fields in Bangkok has been increasing, particularly among adolescents and university students. Understanding user behavior and the marketing mix (4Ps) factors is essential for service development and marketing strategy implementation. This study aims to investigate the personal characteristics of users of rental football fields in the Lat Phrao district of Bangkok and the marketing mix (4Ps) factors influencing their service usage decisions. A quantitative research design was employed, collecting data from a sample of 400 participants from a population of 112,815. Data were analyzed using frequency distribution, percentage, mean, one-way ANOVA, and multiple regression analysis. The results indicated that most participants were under 18 years old, were students, had a monthly income not exceeding 10,000 Baht, used football field services once a week for approximately two hours, typically on Saturdays and Sundays between 16:00 and 20:00. The primary reasons for using the service were social interaction with friends and peer influence. The findings suggest that maintaining high-quality facilities that are clean and well-equipped, as well as organizing activities that promote participation, such as team matching and competitions, can effectively meet user needs and support marketing strategies. This study contributes to the understanding of recreational sports consumer behavior in Thailand by providing quantitative insights into personal characteristics and marketing factors affecting service usage decisions. The results can be applied both academically and practically by rental football field operators.