The Marketing Mix Factors on the use of Subway service (MRT)

Abstract

             The purpose of this research was to study the marketing mix factors on the use of Subway service (Metropolitan Rapid Transit; MRT).The sample size used in this study was people who use the subway service (MRT) in Bangkok with 400 samples. By sampling from unknown population with W.G.Cochran method at a 95% confidence level. The instrument used in the research was a questionnaire. The statistics used for analysis were frequency, percentage, mean, standard deviation and multiple regression analysis by Enter Method.

             The study found that marketing mix factors are product, price, physical , promotion process, people and place. Able to explain 11.3% of the variance in the selection of the subway  service ()  (R² = 0.113). When considering the marketing mix factors that have the most effect on the selection of the MRT to the least namely 1.Process (β=0.174) 2.People (β= 0.159) 3.Price (β= 0.108) and 4.Product (β= -0.099) respectively.