Factors Influencing the Decision to Choose Tutorial Schools Among Upper Secondary School Students in Mueang Chiang Rai District, Chiang Rai Province

Abstract

                This study aims to 1) compare the individual differences in the decision-making process of choosing tutoring schools among high school students in Mueang District, Chiang Rai Province, categorized by gender, age, academic program, grade level, and school 2) examine marketing mix factors affecting the decision to choose a tutoring school for high school students in Mueang Chiang Rai District, Chiang Rai Province.

                The population used in this study was 4,489 high school students studying in schools under the Chiang Rai Secondary Educational Service Area Office. The sample size was determined by knowing the exact population size.
A sample size of 642 people was obtained by substituting the values in the formula of Krejcie & Morgan (1970) using the principle of probability sampling (Probability Sampling) by stratified sampling (Stratified Sampling) proportional to the number of samples. The tool used to collect data was a questionnaire in Google Form. Statistics used in the research are frequency distribution, mean, standard deviation, t-test, ANOVA, and Multiple Regression Analysis.

                The results of the study found that Most of the respondents were Mathayom 4 students, female, 16 years old, studying with a science-mathematics study plan. And the top 3 subjects that students have enrolled in tutoring are Mathematics, English, and Physics, respectively. Age, study plan, grade level, and school affect the decision to choose a tutoring school for high school students. While gender does not affect the choice. Marketing mix factors affect the decision to choose a tutoring school for high school students in Mueang Chiang Rai District. Chiang Rai Province There were variables of the marketing mix factor that were statistically significant at the .05 level: physical evidence (β=.32), process (β=.22), and location (β=.12), respectively.