MARKETING MIX FACTORS AFFECTING THE DECISION-MAKING TO USE SERVICE AT TUI-GUARANTEE DRIVING SCHOOL, SAMUT SAKHON

Abstract

Independent research on marketing mix factors affecting the decision-making to use service at Tui-Guarantee Driving School, Samut Sakhon. The objectives of this study were to study the factors of marketing mix that affect the decision-making to use service at Tui-Guarantee Driving School, Samut Sakhon. The study factors were: 1) product, 2) price, 3) distribution channel, 4) marketing promotion, 5) personnel, 6) process, and 7) physical characteristics by using an online questionnaire collecting tool. The sample group was 400 users of Tui-Guarantee Driving School, Samut Sakhon. The statistics used in the data analysis were percentage, mean, standard deviation, Pearson’s correlation coefficient analysis, and multiple regression analysis. The results of the study of marketing mix factors affecting the decision-making to use service at Tui-Guarantee Driving School, Samut Sakhon were at the highest level. The variable that best influenced the decision-making to use Tui-Guarantee Driving School, Samut Sakhon was the process, followed by physical characteristics, marketing promotion, pricing, distribution channels, personnel, and products that met all assumptions and could explain the variability of marketing mix that affecting the decision to use Tui-Guarantee Driving School, Samut Sakhon approximately 79.7 percent.