| dc.description.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. | en_US |
