FACTORS AFFECTING TO DECISIONS-MAKING IN MONEY-SAVING OF RAJABHAT UNIVERSITY STUDENTS

Abstract

        The objective of this research was to study the personal factors and marketing mix factors affecting the savings decision-making of Rajabhat University students. The sample group consisted of 400 students from 5 Rajabhat Universities: Chiang Mai Rajabhat University, Udon Thani Rajabhat University, Ubon Ratchathani Rajabhat University, Phranakhon Si Ayutthaya Rajabhat University, and Songkhla Rajabhat University. The research instrument was a questionnaire, and the data were analyzed using frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance (F-test), and multiple linear regression analysis.

        The study found that the personal factors of the sample group, including gender, age range, education level, family monthly income, occupation, and frequency of saving, did not affect the savings decision-making of Rajabhat University students. However, the affiliation with Rajabhat University had a statistically significant effect on savings decision-making at the 0.05 level. Additionally, the marketing mix factors, particularly the product, promotion, and physical aspects, influenced the savings of the Rajabhat University student sample. The recommendation is that savings service providers should design products, marketing, and facilities that better suit the lifestyles of the younger generation. Additionally, there should be policies or measures that facilitate the younger generation to save and plan for their future financial security.