Marketing mix affecting decision making in choosing Thai lion air services in domestic

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Nattha Somprasong
Kanokporn Chaiprasit

Abstract

This independent study aimed at studying Marketing Mix Affecting Decision Making in Choosing Thai Lion Air Services in Domestic. The sample group used in this study was Thai people who use Thai Lion Air Service. Part for 400 samples, by using questionnaire as the tool in collecting data. Statistics used in analysis were frequency percentage, means, and standard deviation. Statistics used in testing hypothesis was Independent Samples t-test, One-way ANOVA, the analysis of differences in pair by Least Significant Difference (LSD) and the Pearson Correlation. It was found from the study that most respondents were females whose ages were between 21-30 years old, were single, with Bachelor's Degree level, work as employees of private companies, having monthly income of 10,001-20,000 baht. The Service user had opinions on marketing mix factors in service business in overall at most level, the first rank was Physical Evidence, followed with people, Place, Product, process, price and promotion of distribution respectively. It was found from the hypothesis test that different personal factors including gender, age, status, education, occupation and income affecting the decision making in using service differently. When analyzing the relationship, service business marketing factors were associated with the decision making process in the choosing Thai Lion Air services.

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บทความวิจัย