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This research study examines the factors affecting student decisions to study at Asia-Pacific International University (AIU), a private higher education institution located in Thailand. The effects of personal factors and service marketing mix factors on the consumer buying decision process was analyzed using survey questionnaire data collected from 156 first year undergraduate students who enrolled in AIU in the 2013/2014 academic year.
The results found that gender, religion, high school CGPA and parental monthly incomes did not have a statistically significant effect on the decision to study at AIU. The service marketing mix factors which had a significant effect on the consumer buying decision process were physical evidence (facilities), product (curriculum), process (service), pricing (tuition fees), and place (location).
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