Decision-making process for studying at the higher vocational level of students’ private vocational colleges in Chiang Mai and Lamphun provinces

Abstract

          This research aims to study 7P's marketing mix factors affecting the decision-making process for pursuing higher vocational education. of private vocational college students in Chiang Mai and Lamphun provinces, the research tool was a questionnaire. The sample group was determined by Taro Yamane's calculation method (Yamane : 1967) at the error level of 0.05, a total of 345 people were analyzed using descriptive statistics. by finding the mean percentage mean standard deviation Test the hypothesis with T-Test statistics, One-way ANOVA and Multiple Regression analysis. The results showed that 1) Most of the samples were male, aged 17-18 years old, with an average monthly income of 5,001-10,000 baht per household, and focused on the 7P's marketing mix factors. Physical characteristics, followed by the product side. and the side with the lowest value is the service process which is at a very important level in every aspect comment section in the process of making a decision to study for higher vocational education, it was found that the aspect with the highest value was the perception of need at a high level. Followed by the same value is information seeking. In terms of alternative assessment, there are and the aspect that had the lowest value was the aspect of post-decision evaluation at a medium level of importance. 2) Students with different genders and ages resulted in no difference in the decision-making process for further study at the Vocational Level. 3) The relationship between 7P's marketing mix factors affecting the decision-making process for further education selection. By considering the value of Sig., which is less than the significance level of 0.05, there are all 4 aspects, namely the product aspect, the location aspect, the personnel aspect and the service process aspect.