MARKETING FACTORS AFFECTING PEOPLE’S INTENTION TO EXERCISE IN NAKHON PATHOM MUNICIPALITY

Suporntip Pupanead, Maradee Siriphat, Medha Aroonprasatporn

ABSTRACT:

The purposes of this research were to find out marketing factors affecting the intention to exercise among people. The study sample consisting of 200 people aged 30-59 years who exercise >3 times per week from Nakhon Pathom Municipality were recruited by the convenience sampling method. The questionnaires were used as instruments in two areas: marketing, and intention. Its reliability was 0.95. The data were analyzed by pearson product moment correlation coefficient. The results presented along with the 7P’s marketing factors and the others were as follows. 1)Products: People choose to exercise in such types as walking, yoga, and Tai Chi. 2)Price: It was at a high level and found that low-income people should not pay sportsfacility entrance fees 3)Place: They prefer to exercise in a public park with shady and natural atmospheres 4)Promotion: Exercising should be publicized and promoted by governmental agenciesto be done in local celebrating seasons 5)People the staff were friendly, polite, and neat, and they always greeted, invited,encouraged, and reminded them to exercise, assisted and facilitated people during the exercised 6)Process: It was at the high level found that the place had good management as therewere exercise instructions, how-to-use equipment, and security protection for life and property. 7)Physical evidence should be publicized and presented in attractive dimensions oftraveling and parking convenience, a clean modern, and beautiful design with some relaxing seats. The correlation coefficient, medium level of intention to exercise as follow: Motivation, Perception, Personality, Product, Price, Promotion, People, and Physical Evidence. The correlation coefficient, low level of intention to exercise as follows, Reference group, Social status, Price, and Processes.

KEYWORDS: Marketing, People, Intention, Exercise

DOI: 10.62788/R3d8X1m4Nw

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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