MARKETING MIX FACTORS THAT AFFECT THE DECISION TO VISIT THE CASINO IN BOKAEW SUB-DISTRICT, TONPUENG DISTRICT, LAO PEOPLE’S DEMOCRATIC REPUBLIC
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Abstract
The objective of this research is to examine the marketing mix factors that affect the decision to visit the casino in Bokaew sub-district, Tonpueng district, Lao People’s Democratic Republic. The sample included 384 visitors to the casino in Bokaew sub-district, Tonpueng district, Lao People’s Democratic Republic, obtained by purposive sampling. The sample size was determined using Krejcie and Morgan Table. The instrument utilized was a questionnaire on the marketing mix factors that affect the decision to visit the casino in Bokaew sub-district, Tonpueng district, Lao People’s Democratic Republic, with a reliability coefficient of 0.898. Statistical mean and standard deviation of the questionnaire score were calculated and used for analysis. The results suggest that the overall level of marketing mix factors that affect the decision to visit the casino in Bokaew sub-district, Tonpueng district, Lao People’s Democratic Republic is high, with an average of 3.46. Considering each aspect, the highest average score is from distribution, at 3.92, following by personnel with a high average score of 3.60. The product factor and marketing promotion scores are moderate, with average scores of 3.18 and 3.13 respectively.
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