MARKETING MIX FACTORS (7Ps) INFLUENCING DECISION TO USE SMOKING CESSATION COUNSELING SERVICE VIA DRUGSTORES IN BANGKOK METROPOLIS
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Abstract
This research was aimed to investigate (1) the personal factors that influenced the decision to use smoking cessation counseling service via drugstores in Bangkok Metropolis and (2) the marketing mix factors (7Ps) that influenced the decision to use smoking cessation counseling service via drugstores in Bangkok Metropolis. The research sample consisted of 400 cigarette smokers, aged from 25 to 59 years who smoked in the past 12 months and intended to quit smoking. The multi-stage sampling method was used to select the districts in Bangkok Metropolis. Then the purposive selection method was used to select the members of research sample. Statistics used for data analysis were the mean, standard deviation, Pearson correlation coefficient, t-test, ANOVA, and stepwise multiple regression analysis. The .05 significance level was determined for hypothesis testing. The research results showed that the majority of respondents were males, with 35-44 years of age, being single, being self-employed, with 20,001-30,000 baht monthly income, and with educational level of bachelor’s degree or equivalent. Hypothesis results showed that the difference in personal factors, i.e. gender, occupation, and monthly income had different influences on the decision to use smoking cessation counseling service via drugstores in Bangkok Metropolis (p<0.05). Also, results of multiple regression analysis of marketing mix factors (7Ps) showed that 4 marketing mix factors, i.e. the service provision process, the products, the physical environment, and the location influenced the decision to use smoking cessation counseling service via drugstores in Bangkok Metropolis (p<0.05).
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