Marketing factors related to the decision of using low-cost carriers expanding the new operating base at Suvarnabhumi Airport
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Abstract
The objective of this research were to study, compare, and study the relationship between 7P’s marketing mix factors and decision to used low-cost carriers that expands the new flight operation based at Suvarnabhumi Airport. The sample used consisted of 400 people who lived in the eastern region, 200 people living in Chonburi Province and 200 people living in Rayong Province. The research tool was a questionnaire. The statistics used for data analysis were frequency, percentage, mean, standard deviation, t-test, one-way ANOVA, and the Pearson correlation coefficient. The study found that: 1) Overall the average of the marketing factors related to the decision of flying low-cost carriers that expand new operations at Suvarnabhumi Airport was at a high level (=4.04, S.D.=0.62). 2) The comparison of marketing factors related to the decision to use low-cost carriers that expanded the new operating base at Suvarnabhumi Airport show that gender, average frequency of using a carrier service, the carrier influencers, and the difference of travelling, were most of the marketing factors. For people with age, education level, occupation, average monthly income type of informants, and different travelling purpose, the marketing factors correlated with the decision to use low-cost carriers was statistically significant at the 0.05 level. 3) Overall the relation between the factor of the marketing mix and the decision to choose the low-cost carriers service that expanded the new flight base at Suvarnabhumi Airport of the people was at low positive correlation (0.32).
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