CONSUMER BEHAVIOR IN CHOOSING RENTAL FOOTBALL FIELDS: A CASE STUDY OF LAT PHRAO DISTRICTK

Abstract

The study reveals that consumer behavior in choosing rental football fields is influenced by multiple factors, particularly the service marketing mix (7Ps): product, price, place, promotion, people, process, and physical evidence. These factors are directly linked to the stages of the consumer decision-making process, from need recognition, information search, and evaluation of alternatives, to the final decision and post-purchase behavior. Football fields that effectively manage these elements can enhance customer satisfaction and loyalty, thereby strengthening competitiveness and ensuring sustainable business growth.