Service consumption behavior and opinions on mixed factors marketing of white house badminton court users

Abstract

The purposes of this study were to investigate 1) population factors, 2) behavior of service users, 3) opinions on marketing mix, 4) compare the consumer behavior classified by their demographic factors, and 5) compare their opinions on marketing mix classified by their demographic factors. The sample group of the users of badminton court of White House was 412 people who were asked to respond to a questionnaire designed to collect the research data. The data analysis applied frequency distribution tables, percentage, mean, standard deviation, and inference statistical data. It was found that the consumers decided to use the court service at White House Badminton court more than 6 times with the individual three hours of each use and with usually groups of two. Mostly, reasons for using the service were for being healthy and most users brought their own equipment. They normally rented or bought the equipment and other things such as the badminton rackets, socks, or water at the court. The Marketing mix affecting the decision-making behavior of choosing to use the White House badminton court was the standard of the equipment for its acceptable price. In term of the distribution channel, it was found that the users appreciated convenient parking facilities. For the promotion of marketing, it was found that the advertisements were interesting and came in a variety of ways. In terms of People Marketing, the service efficiency was found to have encouraging personality and in terms of the physical characteristics, it was found that the use of the service was appropriate and the service process was quickly delivered in time.