Football shoes, also known as "Football studs" are one of the necessary pieces of equipment in football, football boots are very important for playing football because they provide grip and directly affect movement on the field. There are many different techniques for choosing studs considering the studs on the sole, the football court, the material of the face of the shoe, the length of the user's foot, as well as the way of playing and the physiology of the player's foot, etc. Thus, this research aims to study the buying behavior of football shoes and study the marketing factors affecting the selection of football shoes for football players in the Muang district, Chiang Mai Province. The samples used were people playing football on the main football field (real grass) and artificial turf football fields in Muang District, Chiang Mai Province, totaling 385 people, using a specific sample group selection method. The research instruments were questionnaires. Statistics used in the analysis were frequency, percentage, mean, and standard deviation. The analysis can be done as follows. Most of the respondents were between 20 and 30 years old, with the highest education, bachelor's degree, single, mostly students/students. The average monthly income is 10,001 - 15,000 baht. Most of the respondents have seen and heard advertisements for soccer shoes in the radio media. Love white soccer shoes Buy new soccer shoes. Use Nike brand soccer shoes (NIKE). Buy soccer shoes in the price range of 1,000 - 2,000 baht. Buy soccer shoes for their use. The goal is to buy soccer shoes. For modernity in the eyes of friends or buy from friends or recommended by a friend decided to buy sports shoes from a friend. Buy sports shoes in case the shoes are damaged. If you want to buy soccer shoes, look for sources in soccer magazines. Buy soccer shoes from a sports shoe store in the mall. If you want to buy soccer shoes, you will buy the same brand.