The key motivation factors that influence Thai people who live in Bangkok to participate Muay Thai class at Muay Thai GYM.

Abstract

The purpose of this study is to investigate potential influencing factors such as demographic, health related motives, service marketing mix, social factors, psychological factors which influence Thai consumers in Bangkok to attain Muay Thai class at Muay Thai gym in order to gain better understanding about Thai participants’ decision making and behaviors. Quantitative approach and self-administered online questionnaire were used for this research. The research results revealed that no differences between gender and income groups toward participating intention in Muay Thai class among Thai participants at the age 18 – 40 years old. There are three key influencing factors that showed the significant relationship between Muay Thai class participation intention in Muay Thai class which are Value on mental and health, Growth needs motivation, Reference group. Consequently, the results bring about better understanding in Thai consumer behavior and help to create suitable marketing strategies that valuable for Muay Thai gym business owners in highly competitive market.