MARKETING MIX FACTORS AFFECTING PARENTS DECISION IN CHOOSING AEK AYOTHAYA SCHOOL

Abstract

Objectives of this research article were: 1. To study the level of marketing mix factors that affected parents, decision making in selecting Aek Ayothaya School Phranakhon Si Ayutthaya Province. and 2. To study the relationship between marketing mix factors that affected decision making. Of parents in choosing Aek Ayothaya School Phranakhon Si Ayutthaya Province, conducted by the quantitative research. The research population were parents of students from grade 1 to grade 6. Aek Ayothaya School consisted of 297 students. The research tool was questionnaires. The Cronbach alpha coefficient of the KR20 formula was obtained. to find the confidence value of the questionnaire The statistics used in the research were percentage, mean, standard deviation, and correlation coefficient The questionnaire data was analyzed by descriptive analysis.

The results of the study were found that: 1. Personnel marketing mix the average was at a high level. When considering each item with the highest average, it was found that the executives had a leadership style. Executives had knowledge, ability to manage and had a good vision. Teachers had morals and ethics that were appropriate according to professional principles. Executives were listening to problems and dared to face problems and various conflicts and resolved them systematically. The lowest value was that the teacher had knowledge, competency, experience and appropriate qualifications. 2. Parental decision making for alternative assessments the average was at high level. When considering each item with the highest mean, it was the channel of communication with parents. School location, school environment school teaching curriculum and the lowest value was to compare tuition fees with other schools that provided education in a similar standard.