The Marketing Mix Factors Application for Decision Making to Select Wedding Consult Services at Bangkoknoi District in Bangkok Metropolitan

Abstract

The objectives of this study are to study the usage of the marketing mix factors application for decision making to select wedding consult services at Bangkoknoi district in Bangkok metropolistan, to study the decision behavior when selecting wedding consult services as well as comparison of the marketing mix factors in selecting wedding consult services, classified as per- individual factor. The result showed that the product factor was highly important, as proper-services-as-required was emphasized. The price factor was highly important, as clearly displayed-price was emphasized. The place factor was highly important, as ease-of-traveling was emphasized. The promotion factor was considered highly important, as special-discount from normal rate was emphasized. The result from hypotheses testing showed that the sample group with different age, education, average income, and career, tend to use the marketing mix factors in selecting wedding consult services differently, with a significant statistical difference of 0.05, while the sample group with different gender, tend to use the marketing mix factors in selecting wedding consult services indifferently, with a non-significant statistical difference of 0.05.