Marketing Strategy Affecting the Decision to Purchase Decathlon's Products

Name: Li Long

keyword: Marketing Strategy

Classification :.DDC: Th 658.802 Li729M 2024

; Decision to Purchase

; Decathlon

; Dhonburi Rajabhat University

Abstract: The objectives of this research were as follows: 1) to find the marketing strategies of Decathlon in China and study marketing strategies affecting the decision to purchase Decathlon's product. This paper selects Decathlon as the research subject to explore ways to improve customers' decision-making processes when purchasing Decathlon products. This research employs a mixed-method approach. The qualitative research utilizes online resources and conducts in-depth interviews with experts, customers, and professionals. Additionally, the researcher also used the quantitative research by designing a questionnaire focused on customer decision processes and 4Ps marketing strategies. The researchers used the multiple regression linear to analyze the data. From the result, the interviewees mentioned that price and location are the most important factors when they chose to buy the products from the Decathlon. Based on the statistical analysis, result indicates that 75.596 of the variance in the dependent variable (Decision to Purchase) is explained by the independent variables (Product, Price, Place, and Promotion). Moreover, from the summary of the effect of marketing mix on decision to purchase Decathlon's product, the researchers have found that among these predictors, Promotion has the largest standardized coefficient (B = 0.866). The standardized coefficient (B) is 0.098, indicating a positive relationship between Price and decision to purchase. Moreover, the researchers found that place has a positive relationship with decision to purchase (ฺB = 0.134). The research findings have revealed that: The researchers have found that the product doesn't influence the decision to purchase based on the result. The research can make a conclusion that the price, place and promotion have a positive influence on the decision to purchase of Decathlon's products.

มหาวิทยาลัยราชภัฏธนบุรี. สำนักวิทยบริการและเทคโนโลยีสารสนเทศ

Address: กรุงเทพมหานคร

Email: arc.dru@dru.ac.th

Name: Lalita Puangmaha

Role: Advisor

Created: 2024

Modified: 2026-02-17

Issued: 2026-02-17

วิทยานิพนธ์/Thesis

application/pdf

Dhonburi Rajabhat University

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Master of Business Administration

Grantor: Dhonburi Rajabhat university

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