Marketing Mix Factors Affecting Consumers' Decision to Use Health Massage Salons in Samut Prakan Province

Abstract

The objectives of this research are: (1) Study the level of market mix factors in choosing massage parlors for health of consumers in Samut Prakan province, (2) Study the level of decision to choose massage parlors for health of consumers in Samut Prakan province, and (3) Study the market mix factors that affect consumers' decision to choose massage parlors for health in Samut Prakan Province. Using quantitative research methods. The sample group is 400 of those who have experience in using massage parlors for consumer health in Samut Prakan province. The non-probability sampling method was used by quota sampling. The data analysis statistics are frequency, percentage, mean, standard deviation, and multiple regression analysis.

          The research findings revealed that:

          1. The marketing mix factors in choosing a service have the highest average opinion, including Process, Product, Place, Price, People, Promotion, and Physical Evidence, respectively.

          2. The factors that make the decision to choose a service have the highest average opinion, including Evaluation of Alternatives, Purchase Decision, Post-Purchase Behavior, Information Search, and Problem Recognition, respectively.

          3. The market mix factors that affect consumers' decision to choose massage parlors for health in Samut Prakan Province are prioritized as follows: Products, Promotion, People, Physical Evidence, Place, and Processes. It had a statistically significant effect on the decision to choose the service at the level of 0.05. Only the Price aspect does not affect the decision to choose a service.