Factors Affecting Student Decisions to Study at Asia-Pacific International University
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Abstract
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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References
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Atcharee Pimpibun. (2007). Component of Motivation Affecting First Year of 2008 Academic Year Undergraduate Level to Study at Ubonratchathani Rajabhat University (Research).
Asia-Pacific International University Academic Bulletin 2013-2015. (2014).
Chettana Suk-anake. (2009). The Marketing Factors that Influence the First Year Students in Determining to Further Their Studies in Private Universities. Retrieved from http://www.stjohn.ac.th/sju/research/pdf/research52-4.pdf
Cholada Sittigonsommanat. (2004). Motivation and Behavior in Choosing Further Study on Undergraduate Level at Chulalongkorn University. Master Project, M.B.A. (Management). Srinakharinwirot University. Decision making. Business Dictionary. http://www.businessdictionary.com/definition/decisionmaking.html
Decision making. (2009) QFINANCE Dictionary. http://www.qfinance.com_dictionary/decisionmaking
Hanlon, A. (2013). How to use the 7Ps of the Marketing Mix? Retrieved from Smart Insight website on http://www.smartinsights.com/digital-marketing-strategy/online-marketing-mix/how-touse-the-7ps-marketing-mix/
Harris, R. (2012). Introduction to Decision Making, Part 1-3. Retrieved from Virtual Salt website at http://www.virtualsalt.com/crebook5b.htm
Janjira Boonlue. (2007). Factors Affecting Students’ Decision to Study at Phetburi Rajabhat University (Research).
Jittraporn Changthong. (2009). Factors Affecting the Decision Making to Study in the Undergraduate Level at Rajamangala University of Technology Thanyaburi (Master’s Thesis). Retrieved from http://www.research.rmutt.ac.th/archives/3578
Kar, A. (2011). 7 Ps of Services Marketing. Retrieved from http://business-fundas.com/2011/the-8ps-of-services-marketing/
Kingkaew Jingrak. (2004). Motivate Factors Affecting Students’ Decision to Study at Chankasame Rajabhat University (Research).
Kittipon Kitayanurak. (2008). Factors Affecting Students’ Decision to Study Public Administration at Uttaradit Rajabhat University (Research).
Kotler, P., Hayes, T. and Bloom, P. (2011). Service Marketing Mix. Retrieved from Marketing 91 website at http://www.marketing91.com/service-marketing-mix/
Kotler, P., Armstrong, G., Cunningham, P.H. (2005). Principles of Marketing. Toronto: Pearson Education Canada. pp. 67-70.
Mazzarol, T. (1998). Critical Success Factors for International Education Marketing. International Journal of Education Management, 12(4): 163-175.
Narain Kaewyai. (2012). An Analysis of Factors Motivating Further Study by Undergraduates at Southeast Bangkok College (Master Thesis). Master of Education (Educational Research). Bangkok: Ramkhamhaeng University.
Perreau, F. (2010). The 5 Stages of Consumer Buying Decision Process. Retrieved from The Consumer Factor website at http://theconsumerfactor.com/en/5-stages-consumer-buying-decisionprocess/
Phatchariyta Srisod. (2005). A Factor of Motivation of Full-Time First Year Students in Selecting to Study at Phetchabun Rajabhat University. Master Thesis. M.Ed. (Educational Administration).
Phitsamai Thongthaing. (2006). Factors Affecting the Decision to Further One’s Studies to the Bachelor’s Degree Level at Bangkok University (Thematic Paper). Ramkhamheang University.
Ravikumar, A. (2011). Consumer Buying Decision Process. Retrieved from The Marketing FAQ website at http://marketingfaq.net/marketing-2/consumer-buying-decision-process/
Reighley, C. (2010). Six Stages of the Consumer Buying Decision Process. Retrieved from Reighley Group website at http://www.reighleygroup.com/2010/05/17/six-stages-of-the-consumerbuying-decision-process/
Shma. (2012). 5 Stages of Consumer Buying Decision Process. Retrieved from http://managementation.com/5-stages-of-consumer-buying-decision-process/
Somchai Lahnamwong. (2009). Factors Affecting Final Decisions on Five-year B.Ed. Program Admission at Faculty of Education, Chaingrai Rajabhat University. Master Thesis. M.B.A (Business Administration)
Suntaree Songmueang. (2010). Service Marketing Factors in Selecting to Study at University of Student’s Faculty of Business Administration of Ratchaphruek College. Master Thesis. M.B.A (Business Administration)
Tracy, B. (2004). The 7 Ps of Marketing. Retrieved from Entrepreneur website at http://www.entrepreneur.com/article/70824