Marketing mix strategies that affect the decision to send children to music school. Case study of BOUNCY MUSIC SCHOOL, Mueang Chiang Mai District Chiang Mai Province.

Abstract

This study aimed to (1) investigate parents’ perceptions of the marketing mix of Bouncy Music School in Mueang Chiang Mai District, Chiang Mai Province, (2) examine the reasons influencing students’ decisions to enroll in music lessons at Bouncy Music School, and (3) propose marketing strategies for the case study of Bouncy Music School. A mixed-methods research design was employed. The sample comprised 108 parents of students, selected for the study. A questionnaire was utilized as the primary research instrument. Data were analyzed using descriptive statistics, including mean, standard deviation (S.D.), and percentage, along with SWOT analysis.

          The study revealed that the key marketing mix factors influencing parents’ decision to enroll their children at Bouncy Music School in Mueang Chiang Mai District, Chiang Mai Province, were primarily three aspects: service process, physical facilities of the school, and school location. In addition, parents placed a high level of importance on four other aspects, namely personnel and staff, the school’s curriculum and programs offered, tuition fees, and marketing promotion. SWOT analysis and the TOWS Matrix were employed to generate strategic options based on the current environment and circumstances. Furthermore, market segmentation, target market identification, and product positioning were analyzed to propose effective marketing strategies for Bouncy Music School in enhancing competitiveness and attracting potential students.