The purpose of this study was to study the marketing mix affecting the decision making of customer in selecting badminton courts, compared between sex of customers and size of badminton courts. This research used both quantitative and qualitative techniques. For quantitative technique, the subjects were 432 badminton court customers who were randomly selected. For qualitative technique, the researcher interviewed a total of 18 badminton court customers, badminton court staff and badminton court owners. The data was collected using questionnaires and interviews. The face validity from five experts and The alpha - coeffcient of Cronbach were found to be 0.94 and 0.954. The data was analyzed to find mean and standard deviation t-test and One-way ANOVA were used to compare the difference of customers’ opinion toward marketing mix when compared between customers’ sexes and sizes of badminton courts, respectively. Scheffe’ method was employed if differences were found in ANOVA, the significant level was set at .05. The results were as follow: 1. Most customers were male and female between 15 - 24 years old. Mostly, they were students and were educated in bachelor level. Their average income was less than 10,000 baht a month. Most customers came with friends and played one to two days a week between 17.01-20.00 pm. Most customers came to play in medium size badminton courts having 6-10 courts and the fee was around 101-150 baht per hours. 2. Marketing mix affecting the decision in selecting badminton courts of customers were high in every factor, Physical Evidence (x = 4.27), Place (x = 4.17), People (x = 4.07), Process (x = 3.98), Product (x = 3.94) , Price (x = 3.89), and Promotion (x = 3.52). 3. For the comparison of customers toward marketing mix between sexes, there was significant difference in personal . When compared between sizes of badminton courts, customers selecting different sized of badminton used different marketing mix in making decision toward the selection of badminton courts. When considered 7P factors, the difference were found in product and services, price and promotion.
