Marketing Mix Factors Affecting the Choice of Chinese Tutoring Among High School Students in the Municipality of Khon Kaen, Khon Kaen Province

บทคัดย่อ

Background and Aims: A service process is a crucial component of the marketing mix that influences high school students in Khon Kaen Municipality, Khon Kaen Province, while choosing Chinese tutoring. To develop a procedure that can provide high-quality services, effective personnel, and contemporary equipment are needed. The purpose of this study was to: 1) determine the degree of marketing mix factors that influence high school students in Khon Kaen Municipality, Khon Kaen Province, to choose Chinese tutoring; 2) determine the degree of Chinese tutoring among high school students in Khon Kaen Municipality, Khon Kaen Province; 3) determine the marketing mix factors that influence high school students in Khon Kaen Municipality, Khon Kaen Province, to choose Chinese tutoring; and 4) investigate the recommendations that impacted the decision of high school students in Khon Kaen Municipality to choose Chinese tutoring.

Methodology: According to Yamane's calculations, 381 high school pupils from Khon Kaen Municipality made up the sample size. A survey was used to collect the information. The following statistics were used to examine the data: At the 05 level, the mean, standard deviation, percentage, frequency distribution, and Pearson's coefficient were all statistically significant.

Result: The survey's findings revealed that: 1) High school students in Khon Kaen Municipality, Khon Kaen Province, choose to learn Chinese tutoring at a modest level overall due to marketing mix considerations. 2) Overall, high school students in Khon Kaen Municipality, Khon Kaen Province, have a moderate preference for studying Chinese tutoring. 3) There is a strong correlation between academic reasons and product factors. There is a strong correlation between price considerations and psychological and intellectual elements. There is a strong correlation between curriculum-related elements and distribution channel factors. There is a strong correlation between process factors and social coercion-related reasons. 4) The following advice can help you study Chinese successfully: teachers to employ teaching methods that would hold students' attention and spark their passion for studying Chinese. To focus on conversation lessons, they should role-play various situations. Many students won't be able to apply their information if the course material is improper. There should be a curriculum-appropriate textbook available. The site or environment of the tutoring school should be created to support learning.

Conclusion: The study found that some traits and student motivations are significantly correlated, and that the marketing mix and elements that influence high school students' decisions to choose Chinese tutoring in Khon Kaen are at a fair level. Some recommendations for improving Chinese language learning include interesting teaching strategies, practical discussion topics, relevant textbooks, a friendly learning environment, and flexible tuition payment options.