MARKEING ELEMENTS THAT INFLUENCE THE DECISION TO ACQUIRE A THAI DESSERT-MARING COURSE FORM JANTABURI PAGE

Abstract

The aim of this study is to examine consumer behavior and the marketing mix, while also comparing the demographic characteristics of various respondents that influence the decision to enroll in a Thai dessert making course offered by the Chan Napa Page. The study population consists of individuals who are current or former users of the LINE MAN Application, selected through a convenient sampling method. A questionnaire was designed using Google Form and distributed in the Mueang District, Tak Province, resulting in a total of 400 participants. Quantitative research methods were employed in this study, with data analyzed using statistical techniques such as frequencies, percentages, and standard deviations. Additionally, One-Way ANOVA (F-test) was utilized to analyze relationships at a significance level of 0.05.

            The findings of the research indicate that the majority of respondents are aged between 21 and 30 years, possess at least a bachelor's degree, and earn a monthly income ranging from 10,000 to 20,000 baht. Many are employed in government positions or state enterprises. The behavior of respondents in choosing to use the service involves ordering through the LINE MAN Application or Google Form, with most orders costing between 201 and 400 baht. Payments for the service are typically made via credit card or bank transfer. Consumers cite the prevention of COVID-19 transmission as a primary reason for utilizing the application service to place orders. Concerning the marketing components influencing the decision to purchase the Thai dessert-making course from "Paj Jantara," overall satisfaction stands notably high (=4.08). This satisfaction extends across various dimensions, including product quality (=4.06), pricing (=4.03), distribution channels (=4.08), marketing promotion (=4.09), staff (=4.05), processes (=4.04), and environmental factors (=4.10). Upon scrutinizing the characteristics of respondents with divergent profiles in terms of age, education level, occupation, and average monthly income, no significant difference is observed in their overall perceptions of the marketing components influencing the decision to purchase the Thai dessert-making course from "Paj Jantara," with a significance level of .05.