Marketing mix factors affecting vocational education textbook buying decision of target customers's Wankaew Edutainment Co.,Ltd. In Bangk Metropolitan Area
Abstract
This research explored the Marketing Mix (4P’s) factors affecting
vocational education textbook buying decision of target customers's Wankaew
Edutainment Co.,Ltd. in Bangkok metropolitan area. The Population in this study are
teachers and lecturers belong to vocational schools in Bangkok. The equation used to
calculate the unknown sample population at 95% confidence level. The sampling and
statistical sample of 400 active research., That have statistics used in this research is
the Binary logistic regression. The results showed that with ten issues from three
aspects that affect buying decisions. The level of statistical significance was 0.05
The 4P’s product clarified on two issues includes learning plans, and test
examination for course number 200 as a Microsoft Word file containing a CD and given
to the print format four-color throughout.
The 4P’s place focused on three issues as books sold through shops in the area
close to the Lyceum, sales by telesales and distributed E-Commerce system.
The 4P’s promotion focused on five issues as counseling services academic and
teaching, buyer can author textbook, buyer invite participants academic, buyer have
joined academic work and advertising through social media and website
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- Independent Study [119]