ส่วนประสมการตลาดที่มีผลต่อนักเรียนระดับประกาศนียบัตรวิชาชีพ ในการเลือกสถาบันศึกษาสายอาชีพ ในอำเภอเมืองเชียงใหม่

Abstract

The objective of this research was to study marketing mix which affected diploma students towards enrolling in vocational colleges in Mueang Chiang Mai District. The data was collected from 390 first-year vocational students in Mueang Chiang Mai District in 2014, in this sample group 106 students were from public colleges and 284 were from private colleges. The data was analyzed using descriptive statistics, including frequency, percentage and mean. From the study, it was found that most questionnaire respondents were female, 15 years old, studying at private colleges. Their grade point average was 3.01-3.50. They studied accounting. They rode motorcycle to school. They got financial support for their education from their parents. The reason they enrolled in the college was because the college offered the subject they were interested in. As for the study of marketing mix that affected their decision to choose the college, it was found that the factors affected their decision at the high level in the following order: physical evidence and presentation, personnel, process, price, place, product, and marketing promotion. It was also found that students in private colleges ranked physical evidence and presentation at the highest level. And the sub-factor that was ranked the highest was process, namely the college enforced appropriate social behaviours. Students in public colleges ranked personnel at the highest level, and the sub-factor that was ranked the highest was that teachers and educational staff understood the students’ problems and were ready to give advice.