THE STUDY OF CORRELATION BETWEEN MARKETING STRATEGY FACTORS AND AUDIENCE BEHAVIOR THAI LEAGUE FOOTBALL: SAMOSON FOOTBALL PT PRACHUAP FC

Abstract

This research aimed to 1) study personal factors and fan behaviors 2) study marketing strategies related to fan behaviors 3) study problems that hinder or affect management 4) provide suggestions or guidelines that can be used to improve and develop the marketing strategies of PT Prachuap FC. This research was a mixed-methods study. Qualitative research collected data by interviewing 3 people, quantitative research collected data by questionnaires 3 people, analyzed qualitative data by summarizing the content with context, and analyzed quantitative data by frequency distribution, percentage, sample mean, standard deviation, and chi-square correlation.

The research results found that:

1) Personal factors, most were male, 251 people, accounting for 70.1 percent, aged 31-40 years, 105 people, accounting for 29.3 percent, had a bachelor's degree, 152 people, accounting for 42.5 percent, were marital, 152 people, accounting for 42.5 percent, were self-employed, 112 people, accounting for 31.3 percent, had a monthly income of 20,001 baht/month or more, 134 people, accounting for 37.4 percent, watched PT Prachuap FC matches at the team's home stadium, 165 people, accounting for 46.1 percent, had been a PT Prachuap FC fanclub for 6 years or more, 162 people, accounting for 45.3 percent, and the reason for choosing to be a PT Prachuap FC fanclub was because they felt that the club It is of 270 people in Prachuap Khiri Khan Province, accounting for 75.4 percent.

1. The relationship between marketing strategies and the behavior of watching football matches of PT Prachuap FC Football Club found that marketing strategies, including products, prices, distribution channels, promotion, personnel, physical characteristics, and processes, were related to the behavior of watching football matches of PT Prachuap FC Football Club at a significance level of .05.


2. Important problems that are obstacles or have an impact on the club are: 1) Weather conditions

2) There are relatively few opportunities to select quality and skilled footballers. 3) Traveling for footballers to compete in away matches with other clubs takes more time than other clubs.

4) It is difficult to build a football field because it is the central field of the province. It must follow the system, procedures, and regulations of the government. 5) Frequent defeats in home matches Reduce the faith of the fans

1. Suggestions include 1) Product aspect 2) Price aspect 3) Distribution channel aspect 4) Promotion aspect 5) Personnel aspect 6) Physical aspect 7) Process aspect