การศึกษาปัจจัยที่มีอิทธิพลต่อพฤติกรรมการซื้อผลิตภัณฑ์สโมสรระยอง เอฟซี ของแฟนคลับ

Abstract

          This study aim to examine the basis of personal characteristics, Marketing factors,  Attitudes and product purchasing behavior of Rayong FC's fan club. And factors that influences purchasing behavior of the fan club Rayong FC fan. The population in this study are the people who visit or purchasing product's club. And the people who visit the football match of Rayong FC club at the central stadium in Rayong. The size of the sample of 400 cases. The instrument used for this redearch are the questionnaire document that use for collecting data. Statistics used were Percentage, Arithmetic Mean, Standard Deviation. And logistic regression analysis. The statistical analysis used for program SPSS. This research determinded statistically significant at the .05 level.

The study feather a personal basis found that respondents were male, aged between 21-30 years who almost graduated in Bachelor degree and private employees, their income from 20001-30000 baht. And almost of them are single. The marketing factors always pay attention to the club the second is product factor. The attitudes toward to the club are satisfied with the match enjoynable. The overall attitudes for product of the club. Fans are satisfied with the product . They can show their identity for each other. And buying behavior, most consumers will buy ticket in a football match and clothing.

And study the factors that influences the behavior purchasing of Rayong FC fan club is devided into three factors are the personal basic found that gender, occupation and income that influences purchasesof Rayong FC's fan club. Marketing factors found that the club and its products infkuences for buying behavior product of Rayong FC fan club.