Factors Influencing the Decision to Pursue Undergraduate Degree of Students in Dusit District

Abstract

The objectives of the research were 1) to study the level of marketing communication, social factors and the decision on undergraduate education 2) to compare the demographic characteristics towards the decision on undergraduate education 3) to investigate the marketing communication that influenced the decision on undergraduate education 4) to investigate the social factor that influenced the decision on undergraduate education. A sample was identified by 400 participants who are registered undergraduate students of the universities in Dusit district in 2015. Questionnaires were used to collect the data. The statistical methods used to analyze data were frequency, percentage, mean, standard deviation, t-Test, One-way analysis of variance, and multiple regression analysis. The findings were: 1) the results indicated the majority of sample group were female for 68.25 percent. Students’ lives in Bangkok metropolitan region for 51.75 percent. Parents graduated with undergraduate degrees was identified as 32.25 percent. Parents ran their own business was found as 36.50 percent. Family income was from 15,001 to 30,000 baht per month for 47.50 percent, 2) the marketing communication and social factors were prioritized in a high level. The decision to pursue undergraduate program was prioritized in a medium level, 3) Student with different gender, domicile, educational background of parents, occupation of parents and monthly family income showed no differences of the decision to study undergraduate degree, 4) the marketing communication increased the level of the decision to continue undergraduate degree, and 5) the social factors including reference group and family increased the level of the decision to enroll undergraduate degree.