The importance of marketing mix factors and the decision to choose pre-school nursery Service of Parents in Muang District, Sisaket Province

Abstract

This research is aimed to study the importance of marketing mix factors and the decision to choose pre-school nursery services of parents in Muang district, Sisaket province. The samples are a number of parents who sent their children to a pre-school in the Muang district, Sisaket province, 324 respondents. The research instruments are questionnaires and focus group discussions throughout the data analysis manipulation by Mean, Standard Deviation and descriptive instruction including group discussion from 7 relevant people, analysis of record, recode of tape report, data content analysis of theory. The result of research is found that most respondents are female, aged between 30-39 years old, and have a bachelor's degree; most of them are public officials. The average monthly salary is between 10,000 - 20,000 baht and most respondents have a married status. The importance of marketing mix factors and the decision to choose pre-school nursery service of parents in Muang district, Sisaket province which is found that total entire Mean is the maximum value level throughout the most important dimension is the marketing mix factor of product aspect, marketing promotion aspect, physical environment aspect consequently. The aspect of personnel, distribution aspect, process aspect and price aspect is Opinion Mean at the maximum value level significantly.