A Marketing Mix Factors Affecting Services Usage Decision of Working People On Thai Air Asia X

Authors

  • Sivaphan Orpong -

Keywords:

Usage Decision, Working People, Marketing Mix Factors, Thai Air Asia X

Abstract

The objectives of this study were to study 1) personal characteristics, and marketing mix factors of working people on Thai Air Asia X;

2) to study services usage decision behavior of working people on Thai Air Asia X, classified by personal characteristics; and 3) marketing mix factors affecting services usage decision of working people on Thai Air Asia X.

                  This study is a survey research.  The population was people that used to purchase Thai Air Asia x services. The sample size was calculated using Yamane's population sample formula of 385 people, collecting completed 400 samples. Statistical data analysis employed was descriptive analysis including frequency and percentage analysis methods, calculate averaging and standard deviations; and inferential data analysis by one-way ANOVA variance, and multiply regression analysis with stepped methods.

The study found that 1) the overall marketing mix factors were at a high level.  2) The working people who had different age affecting to choose marketing mix and usage working people on Thai Air Asia X. 3) Marketing mix factors that affected to usage on Thai Air Asia X was 6 factors, statistically significant at the level of 0.05, they were able to predict the usage of working people on Thai Air Asia X services by 3.4%

Published

2023-06-27

How to Cite

Orpong, S. (2023). A Marketing Mix Factors Affecting Services Usage Decision of Working People On Thai Air Asia X. Journal of Aviation, Travel, and Service, 2(1), 1–30. retrieved from https://so07.tci-thaijo.org/index.php/tft/article/view/2755