THE RELATIONSHIP BETWEEN MARKETING COMMUNICATIONS AND CONSUMPTION BEHAVIORS OF PROFESSIONAL LEAGUE FOOTBALL SPECTATORS

Abstract

The purpose of this paper was to examine the relationships between marketing communications and consumption behaviors of professional league football spectators in Thailand by adopted conceptual framework from the concept of a sport consumer decision-making sequence. The self-administered questionnaire was distributed to males and females aged 18 years or older, respondents were 1,000 spectators of ten Thai League games played at ten different stadiums in the Thailand. Collected data were analyzed via means, standard deviation, and Pearson Product Moment Coefficient. The results of the study revealed that the level of marketing communications of Thai league football spectators was found at a high level. Based on the results from the analysis of consumption behaviors of Thai league football spectators, was found at a high level. In addition, relationships between marketing communications and consumption behaviors of professional league football spectators was found positive and moderate at a significant level of .01.