ปัจจัยที่ส่งผลต่อการรับรู้คุณค่าตราสินค้ากีฬาของผู้บริโภคในเขตกรุงเทพมหานคร

Abstract

This research aimed to study demographics affecting consumers' perceptions of sports brand value in Bangkok. This study aimed to examine brand support and its impact on consumers' perceptions of sports brand value in Bangkok. This study also aimed to examine marketing mix factors affecting consumers' perceptions of sports brand value in Bangkok. The sample consisted of 400 consumers in Bangkok who had previously used a particular sports brand and were still using it. A questionnaire was used to collect data. Data were analyzed using frequency, mean, percentage, and standard deviation (SD). Hypotheses were tested using an independent samples t-test, a one-way ANOVA (F-test), and a multiple regression analysis at the 0.05 level of significance.

          The results of the hypothesis testing revealed that demographic factors included gender, age, education level, and average monthly income. The results of a multiple regression analysis revealed that the factors supporting sports brands influenced the perception of sports brand value among consumers in Bangkok.
The most influential factors, in order of importance, were brand loyalty, brand equity, brand love, brand interaction, and brand involvement. Marketing mix factors also influenced the perception of sports brand value among consumers in Bangkok.
The most influential factors, in order of importance, were product, price, promotion, and distribution channels, with statistically significant differences at the 0.05 level.