MARKETING MIX FACTORS (7PS) AFFECTING DECISION BY OFFICE WORKERS FOR CHOOSING HEALTH ESTABLISHMENT TO RELIEVE OFFICE SYNDROME
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Abstract
The purposes of this research were: 1) to study how demographic factors affect the decision to use a health establishment 2) to study how demographic factors affect opinions on marketing mix factors of health establishments, and 3) to study how the marketing mix factors affect the decision to use the service to relieve office syndrome.
The sample group for this research comprises 450 people of working age (20-59 years) in the Bangkok area, randomly sampled from 37 licensed health establishments across the 6 administrative zones of Bangkok. The questionnaire was used as a tool for data collection. The data were analysed by descriptive statistics for frequency, percentage, mean and standard deviation. The hypotheses were tested by Independent t-test, One-way ANOVA and Multiple Regression Analysis.
The results of the hypothesis testing revealed that: 1) the demographic factors affecting the decision were career and income level while sex, age, and level of education might have had an influence, but it was not statistically significant. 2) the demographic factors affecting opinions on marketing mix factors were age, level of education and career 3) the marketing mix factors affecting the decision of 62% of office workers were product, price, promotion, and process, whereas place, people and physical evidence were not significant factors in the decision.
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