MARKETING MIX FACTORS INFLUENCING PEOPLE TO PARTICIPATE IN RUNNING RACES THE MINI HALF MARATHON IN THE PHUTTHAMONTHON GARDEN

Abstract

This research aims to study the relationship on demographic factors of participants of half-marathon running events and to study the relationship influencing decision making of participants of half-marathon running events with marketing mix factors (7Ps). This research was conducted in the form of quantitative research and the sample group of this research was 400 participants of half-marathon running events held at Phuthamonthon Park obtained from using simple random sampling. Research tool was questionnaire and data were collected by using questionnaires with explanation on recording methods. Statistics used for data analysis were frequency, percentage, mean, Standard Deviation, t-test, and One-way Analysis of Variance (ANOVA). The results revealed that: (1) In overview, marketing mix factors influencing decision making to participate in half-marathon running events held in Phuthamonthon Park was in the highest level. When considering on each dimension, it was found that most participants firstly emphasized on Promotion followed by Product and Process, respectively; (2) For personal factors, it was found that different personal factors on gender and age (.012) had different influences on decision making to participate in half-marathon running events held at Phuthamonthon Park with statistical significance at .05. In addition, different factors on educational level, occupation, average monthly income, and frequency of participation in half-marathon running events had no difference on participation in half-marathon running events held at Phuthamonthon Park.