MARKETING MIX FACTORS AFFECTING TO USAGE DECISION MAKING OF SLIMMING PLUS’S CUSTOMERS IN BANGKOK AND ITS VICINITY

Abstract

This research aims to (1) study service marketing mix of Slimming Plus’s customers in Bangkok and its vicinity, (2) study usage decision making of Slimming Plus’s customers in Bangkok and its vicinity, (3) compare to usage decision making of Slimming Plus’s customers in Bangkok and its vicinity by fundamental personal, (4) study service marketing mix factors that affecting to usage decision making of Slimming Plus’s customers in Bangkok and its vicinity. This research was a survey research, testing 348 samples using customers slimming plus branches in Bangkok and its vicinity and a stratified sampling method. To determine the proportion of the sample by Slimming Plus branches. The data were collected by questionnaire. The statistics used in the research were the descriptive statistics and t-test, one-way ANOVA, pair wise comparisons using LSD and Multiple regression were used to test the hypotheses. The findings found that (1) the personal factors of the samples were mainly females, aged between 30 - 40 years old, bachelor degree level of education, private employees, married, average monthly salary 30,001 to 40,000 baht. (2) The customers had medium level of service marketing mix for promotion and had the highest on place. (3) The usage decision making had medium level of information search and had the highest on alternative. (4) Level of usage decision making differed with aged, education level, occupation level, status and income. (5) The service marketing mix affected to usage decision making for promotion, price and people by three factors affected to usage decision making.