full2010.pdf - page 998

960
O114
ž{‹‹´¥nªœž¦³¤šµŠ„µ¦˜¨µ—š¸É nŠŸ¨˜n°„µ¦˜´—· œÄ‹ °Š¤¦¤œ´„„°¨r¢¤»š¦Š‡¦µ¤
Ĝ„µ¦Á¨º°„čo ¦·„µ¦œµ¤ f „Žo°¤„°¨r ¢
Marketing Mix Factors Affecting the Decision Making of the Golfer in Samut-Songkhram
Golf Club to Using a Golf-Driving-Range
Á„˜» ª—¸ ¤¼¦–ršª¸ 1 ¨³„» «³¡´œ›»r „°ŠÂ„oª2*
Kedwadee Sombultawee1 and Kusaphun Kongkeo 2*
š‡´—¥n °
„µ¦ª·‹´¥Äœ‡¦´Ê Šœ¸Ê¤¸ª´˜™»ž¦³Š‡r Á¡ºÉ°«¹„¬µž{‹‹´ ¥nªœž¦³¤šµŠ„µ¦˜¨µ—š¸É¤¸°·š›·Ÿ¨˜n°„µ¦˜´—·œÄ‹ °Š
œ´„„°¨r ¢¤¦¤¤»š¦Š‡¦µ¤Äœ„µ¦Á¨º°„čo¦· „µ¦œµ¤ f„Žo°¤„°¨r ¢ ×¥„¨»n¤˜´ª°¥nµŠš¸ÉčoĜ„µ¦«¹ „¬µ ŗo„n
œ´ „„°¨r¢š¸ÉÁž}œ¤µ·„¤¦¤„°¨r¢¤»š¦Š‡¦µ¤ ‹Îµœªœ 250 ¦µ¥ Á‡¦ºÉ °Š¤º°š¸Éčo Ĝ„µ¦«¹„¬µ ‡º ° °™µ¤
ª·Á‡¦µ³®r o°¤¼¨Ã—¥šª·Á‡¦µ³®r Á·Š¡¦¦–œµ ×¥®µ‡nµ‡ªµ¤™¸É ¦o°¥¨³ ¨³‡nµÁŒ¨¸É ¥ ‹µ„„µ¦«¹„¬µ¡ªnµ¨´„¬–³ °Š
Ÿ¼o¦·Ã£‡n ªœÄ®nÁž}œÁ¡«µ¥ ¤¸°µ¥»¦³®ªn µŠ 40 ™¹Š 49 že ¤¸„µ¦«¹„¬µ¦³—´ž¦·µ˜¦¸ ž¦³„°°µ¸¡Á‹oµ °Š„·‹„µ¦
¨³œ´„›»¦„· ‹ ¤¸¦µ¥Å—o˜n°Á—º°œ 80,001 ™¹Š 100,000 µš ¤¸ ¦³—´ e¤º°š¸Éª´——oª¥Â˜o¤˜n° 23 ™¹Š 18 ˜o ¤ Ÿ¼o¦·Ã£‡nªœ
Ä®n˜o°Š„µ¦Äo¦· „µ¦n°Š f„Žo°¤Á¡ºÉ ° f„Žo°¤„°¨r ¢ ¦oµœ°µ®µ¦Â¨³Á‡¦ºÉ °Š—ºÉ¤ „¦¸ œÁ¡ºÉ°Žo °¤·¡Žo °¤¡´š ×¥¤¸
ª´˜™»ž¦³Š‡rÁ¡ºÉ° f„Žo°¤ e¤º° ×¥˜œÁ°ŠÁž} œŸ¼oš¸É¤¸°·š›·¡¨˜n°„µ¦Á¨º°„čo¦· „µ¦ ¨³šµŠ—oµœž{‹‹´¥nªœž¦³¤šµŠ
„µ¦˜¨µ—š¸É¤¸ Ÿ¨˜n°„µ¦Á¨º°„čo¦·„µ¦ ¡ªn µ —oµœn°ŠšµŠ„µ¦‹´ —‹Îµ®œn µ¥¤¸Ÿ¨˜n°„µ¦Á¨º°„čo ¦·„µ¦¼Šš¸É »—
¦°Š¨Š¤µ‡º° —oµœ»‡¨µ„¦ —oµœ·ÉŠœÎµÁœ°šµŠ„µ¥£µ¡ ¨³—o µœ„¦³ªœ„µ¦ ˜µ¤¨Îµ—´
‡ÎµÎµ‡´: nªœž¦³¤šµŠ„µ¦˜¨µ— ¡§˜·„¦¦¤ œµ¤ f „Žo°¤„°¨r¢
Abstract
The objective of this research was to study marketing mix factors affecting the decision making of golfer
to using a Golf-Driving-Range. The sample group was 250 customers of golfer in Samut-Songkhram Golf Club.
The research equipment was questionnaire and the data was statistically analyzed using descriptive analysis,
frequency, percentage and mean. It was found from the study that the majority of the consumers were male of 40
to 49 years old. They had university education and were owner in business or businessman. Their salaries were
80,001 to 100,000 baht. Their golf skills ranged from 23 to 18 scores. The consumers visited the golf-driving-
1 °µ‹µ¦¥rž¦³‹Îµ, ‡–³ª·š¥µ„µ¦‹´—„µ¦ ¤®µª·š¥µ¨´¥«·¨žµ„¦ 76120 Á°¦rÚ¦«´¡šr: 089-922-2939
Lecturer, Faculty of Management Science, Silpakron University 76120 Phone: 089-922-2939
2 œ´„«¹„¬µž¦·µ˜¦¸ µ µª·µ„µ¦˜¨µ— ‡–³ª·š¥µ„µ¦‹´ —„µ¦ ¤®µª·š¥µ¨´¥«·¨žµ„¦ 76120
Bachelor's Degree Student Program in Marketing, Faculty of Management Science, Silpakron University 76120
Corresponding author Ú¦«´¡šr 085-070-2995E-mail:kongkeopan@hotmail.com