Marketing Factors Influencing Students’ Decision Making for Choosing Private University to Pursue Bachelor Degree in Chiang Mai
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Abstract
The objectives of this study were 1) to compare students’ decision making to pursue bachelor degree in private university based on demographic 2) to study students’ different demographic influencing service marketing mix 3) to analyze marketing factors influence students’ decision making.
Research Methodology: using quantitative research, the sample consisted of students in private universities in Chiang Mai and determined the sampling size by appropriate number of 380 which is non-probability sampling by quota sampling method.
Research findings were as follows: the Service Marketing Factors (7P) actually influenced decision making of local students on choosing private university to pursue bachelor degree in Chiang Mai. They were Place, Promotion, People and Process including Product, Price and Physical Evidence.
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References
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