ปัจจัยที่มีอิทธิพลต่อการเลือกซื้อของที่ระลึกของแฟนคลับ :กรณีศึกษา สโมสรฟุตบอลบางกอก เอฟซี

Abstract

          This research aims to study consumer demographic, marketing factors, attitudes, and behaviors of people in BANGKOK in purchasing products of BANGKOK Football Club by comparing between those who are BANGKOK Football Club’s fans and those who are not BANGKOK Football Club’s fans. Moreover, the quantitative research technique is applied to investigate about factors influencing decisions to purchase products from BANGKOK Football Club for those who live in BANGKOK. Questionnaire is used as a data collection tool and target population is those who are 15 years old or above and live in Nakhon BANGKOK. Two-stage cluster sampling technique is used in this research. Firstly, 35 districts are randomly selected from the total of 2 districts in BANGKOK. Thereafter, quota sampling is applied to get 400 sampling units. The statistical techniques used in this research include descriptive statistics and logistic regression analysis.

          The results of study show that most respondents are male with bachelor’s degree and single. BANGKOK Football Club’s fans have higher monthly income and older than those who are not BANGKOK Football Club’s fans. Moreover, BANGKOK Football Club’s fans usually run their own businesses whereas those who are not BANGKOK Football Club’s fans are government employees. For purchasing behaviors, most customers including NPTUTD’s fans and non-fans usually purchase BANGKOK Football Club C’s products, attendance tickets, and join BANGKOK Football Club activities. Fans purchase new released products, but non-fans purchase in order to support the club. Fans purchase BANGKOK Football Club’s products more frequently than non-fans. The overall attitude towards BANGKOK Football Club is in the very good level for both fans and non-fans, of them are satisfied in club performance. The attitude level towards BANGKOK Football Club’s products is also in the good level. Both fans and non-fans satisfy the BANGKOK Football Club’s products because of the image of the BANGKOK Football Club. For marketing factors, both fans and non-fans give an importance to the factors related to the club. BANGKOK Football Club’s fans have paid more attention in supporting the club whereas non-fans emphasize on the club performance. Beside club-related factors, other important factors include product factors and distribution factors respectively.