Marketing factors related to the decision of using low-cost carriers expanding the new operating base at Suvarnabhumi Airport

Main Article Content

Sompong Aussawariyathipat
Nattaya Meeprom
Lalin Warawut

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 (gif.latex?\bar{x}=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).

Downloads

Download data is not yet available.

Article Details

Section
บทความวิจัย (Research article)

References

Aussawariyathipat, S. (2019). Promotion effecting to choosing of the low cost airline foe service users the youth group in Eastern Seaboard Area. Rajamangala University of Technology Tawan-ok Social Science Journal, 8(2), 157-165. (in Thai)

Aussawariyathipat, S., Sopee, A., Thongklam, T., Khammadee, P., Wareewanich, T., & Sukpasjaroen, K. (2018). Safety factors that influence the satisfaction of passengers travelling within the country Thailand. Rajamangala University of Technology Tawan-ok Social Science Journal, 7(2), 134-144. (in Thai)

Bijleveld, T. (2020). Thai Air Asia let's fly at Suvarnabhumi expect to start international flights this August. Retrieved 14 July 2020, from https://www.thairath.co.th (in Thai)

Chaiatchanaphon, K., Pongkan, R., & Sregongsang, S. (2015). The influences of tourism marketing mix towards Thaicustomer’ purchasing decision making for Ubon ratchathani to Chiangmai flight of Kan Air Airline (Master’s thesis). Ubon Ratchathani University, Ubon Ratchathani. (in Thai)

Donlapun, C., & Zumitzavan, V. (2020). Customers’ decision-making in purchasing online-goods: A case study of Khon Kaen municipality. Journal of Social Science and Buddhistic Anthropology, 5(6), 118-131. (in Thai)

Economic Division of Aviation. (2020). Thailand aviation industry status report 2019. Retrieved 14 July 2020, from https://www.caat.or.th/th/archives/50990?fbclid=IwAR3TyBBrLYg07bGLMw8g8hMuRAzqeBqvgjQGvzKaB_W4aWw_CdlRGdGNums (in Thai)

Endoo, R. (2015). Factors affecting decision on the usage of air Asia airline in the Bangkok metropolitan area (Master’s thesis). Thammasat University, Bangkok. (in Thai)

Hongsinee, P., & Chaiyasoonthorn, W. (2017). Factors affecting customer’s satisfaction with low cost airlines services. Journal of KMITL Business School, 7(1), 1-12. (in Thai)

Klongchaiya, S. (2020). AirAsia launches buffet tickets to fight coronavirus to encourage travelers in half of 2020. Retrieved 14 July 2020, from https://www.thaipost.net/main/detail/70004?fbclid=IwAR2D98jriz_kzv6rt9i5ie5mJt_QZP3QZhpd245b5uyJSooscL4leWAIeVQ (in Thai)

Phoomivuthisarn, N. (2015). Marketing management (2nd ed.). Bangkok: Chulalongkorn University Press. (in Thai)

Qianwen, L., & Thiangtam, S. (2018). Value perception in price and tourism that effect satisfaction and loyalty of Thai tourists travelling to China. RMUTSB Academic Journal (Humanities and Social Sciences), 3(1), 90-102. (in Thai)

Sirismatthakarn, N. (2020). AOT allow Thai AirAsia expanding the base to fly to Suvarnabhumi, flying 24 times a day. Retrieved 14 July 2020, from https://www.thairath.co.th/news/ (in Thai)

Someran, L., Supaphol, S., Phantuptim, P., & Khaowisade, T. (2018). Marketing mix and the quality of service influence on the decision making to use the service of chao Phraya yommarat hospital, Suphanburi province. RMUTSB Academic Journal (Humanities and Social Sciences), 3(2), 151-163. (in Thai)

Sririttipradit, J. (2015). Marketing mix factors affecting consumers selection of domestic lowcost airlines in Ubonratchathani province area, Nok-Air passengers (Master’s thesis). Silpakorn university, Nakhon Pathom. (in Thai)

Srisa-ard, B. (2017). Basic research (10th ed.). Bangkok: Suweeriyasan. (in Thai)

Teeratam, S., & Srising, P. (2020). Factors affecting decision marking on using airline in Thailand of routing domestic in Bangkok. Journal of Arts Management, 4(3), 582-593. (in Thai)

Tupiya, W. (2018). Service marketing mix strategies of low cost airline in Thailand: Case study of Thai lion air, Nok Air, and Air Asia. Journal of Suvarnabhumi Institute of Technology (Humanities and Social Science), 4(Suppl.), 252-270. (in Thai)

Wattanakamolchai, S. (2014). Airline business (19th ed.). Pathum Thani: Bangkok University Press. (in Thai)