PARENTS’ PURCHASE DECISION OF FOOTBALL TRAINING COURSES FOR YOUTH UNDER 12 YEARS OLD IN BANGKOK

Abstract

The study of parents’ purchase decisions for football training courses for children under 12 years old in Bangkok reveals that such decisions do not depend on a single factor, but rather result from the interaction between the marketing mix (7Ps) and the consumer decision-making process within the specific context of youth football training. Parents perceive football courses as a “high-risk service” because the quality outcomes are difficult to evaluate in advance. Therefore, they rely on quality signals from the 7Ps elements, such as the expertise of coaches, safety of facilities, available amenities, and progress communication procedures, to build confidence and reduce uncertainty. Moreover, the parents’ purchase decision process reflects a complex evaluation pattern, ranging from need recognition, information search, and alternative comparison to purchase decision and post-service evaluation, with the 7Ps embedded in every stage. For example, price and value are linked to the family’s purchasing power, location and convenience relate to time management, and promotion and institutional image create social and emotional incentives. Finally, the context of youth football training adds a dimension of children’s potential development in physical fitness, discipline, and teamwork skills, which parents value as much as price and service quality. Therefore, the relationship between the 7Ps and the decision-making process is not merely about selecting a service but also reflects parents’ expectations and responsibilities for their children’s future. Understanding these mechanisms can help operators develop more effective marketing strategies, build trust, and achieve long-term sustainability in the football training course business.