Marketing Mix Factors Influencing the Decision of Selecting Upgrade Academy Language Institution in Chiang Mai

Abstract

The objective of this independent study was to study the marketing mix factors affecting the decision making in selecting Upgrade Academy language institution in Chiang Mai. The samples included 320 people. Data were then analyzed by frequency, percentage, mean and standard deviation. The hypothesis testing was analyzed by
T-test and One-way Analysis of Variance: F-test.

          Regarding the findings, the majority of participants were female with age between 15-20 years old. They were currently studying in a secondary school/vacation school. Their occupations were student/college student and still had no income.The participants’ranks in overall of importance of the marketing mix factors affecting the decision of selecting Upgrade Academy language institution in Chiang Mai were in high level (= 3.89).They responded that the price factor (= 4.27) was the most important factor for them in selecting Upgrade Academy language institution followed by people factor (= 4.07)  , promotion factor (= 4.04) , product factor (=  3.94)  , place factor (= 3.91) , physical evidence factor (=  3.71) and process  factor (= 3.36) respectively.

        The researcher suggested that entrepreneurs who are interested in a language institution business should consider every marketing mix factor at a high level in order to reach the target group efficiently and increase the confidence for consumers in selecting language institution.