MARKETING MIX FACTORS AFFECTINGTHEUSEOFSPA SERVICES IN THE BANGKOK COLUMN HOTEL BANGKOK

Abstract

The studies on Marketing mix factors affecting the use of spa services in the Bangkok Column Hotel Bangkok aim at studying and researching consumer behaviors, how the marketing mix theory affects consumer behaviors, and how the relationship between the marketing mix theory and consumer behaviors on spa business. The studies have been conducted by using a questionnaire as a tool to acquire the results from 323 people, using statistics, percentage and average measurement, along with the hypothesis called regression analysis.

According to the research, the target group is women who are between 30 and 39, married, graduated with a university degree, working in offices and earning THB 30,001 - 40,000 monthly. Referring to consumer behaviors, these women refer oil massage from 3.01 till 7.00 p.m. and they are usually by themselves. The Decide to use the service yourself Know the sources of leaflets and flyers. In terms of marketing mix factors affecting spa service behavior Overall, giving importance to the use of spa services
at a high level. Product, price, distribution Promotion of marketing in human processes and the physical environment

The results conducted on personnel, age, marital status and monthly earnings of the volunteers have shown that there is a slight difference towards using the spa services measured at .05 The marketing mix theory on how it affects consumer behaviors, with the regression statistics, has shown that the product which is foot massage, and the massage required to possess a valid license, to be skillful and professional, are also measured at 0.05