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.