Marketing Mix Factors Effecting University Students’ Decision in Choosing English Language Institutes in Pathumthani Province

Abstract

           The objectives of this research were to study 1) the level of importance of market mix (7 Ps) ; 2) the level of importance of university students’ decision to in choosing English Language Institutes in Pathumthani Province; 3 ) to compare of decision making among university students in Pathum Thani province who chose to study English at English language institutes with different personal data and decision making processes; 4) Marketing mix that affects the decision of university students’ decision to in choosing English Language Institutes in Pathumthani Province. The population is students studying in the nine universities located in Pathumthani province, with purposeful sampling. The sample size was calculated according to the formula of Cochran W.G. (1953), with a sample of 385 students, and data were collected from all nine universities with 43 students each. The research instrument were questionnaires. The Index of Conformity (IOC) was between 0.934 to 1.00, the confidence factor was .834. The statistics used in the analysis were frequency, percentage. Mean, standard deviation and multiple correlation coefficients in multiple regression analysis. 

          The results of the study had shown that: 1) The level of importance of marketing mix in all aspects, was at a high level with the
average of 3.92. When considering each aspect individually, it was found that the price was the highest, followed by the marketing promotion, distribution channel, personnel, physical characteristics, products, and processes, with the average of 4.10, 4.08, 4.07, 4.03, 3.83, 3.75 and 3.56, respectively. 2) The level of significance of decision making in all aspects, was at a high level, with an average of 3.69. When considering each aspect individually, it was found that brand loyalty, had the highest level of importance, followed by educational achievement, and public image quality, with the average of 3.89, 3.62 and 3 . 56 , respectively. 3)Comparison between university students' decision making in choosing English Language Institutes in Pathumthani Province, with different
personal data, resulted in different decisions. The results of the analysis revealed that gender, age, school year and faculty groups had different decision-making. However, income of guardians, perceived benefits, and type of English language institute had no effect on decision making. 4) The effects of marketing mix on the university students' decision in choosing English language institutes in Pathumthani province. Forecasting results obtained positive regression coefficient (β = .579, Sig < .01). Positive multiple correlation coefficient (R) of .579. Forecast coefficient of decision making (R2) was .336.