Factors affecting the decision to study at the doctor of business administration program of Rajamangala University of Technology Phra Nakhon graduate students

Abstract

This study was aimed to examine the marketing mix factors affecting the decision to study at the Doctor of Business Administration Program of Rajamangala University of Technology Phra Nakhon graduate students. 287 samples used in this study were students attended the program during 2006 – 2014. The data were collected by a questionnaire and analyzed by mean, standard deviation (S.D.), Pearson’s Product Moment Correlation Coefficient, regression analysis, and Binary logistic regression analysis. The research showed that marketing mix affecting the decision to study at the Doctor of Business Administration Program of Rajamangala University of Technology Phra Nakhon graduate students in the overall were high at statistically significant of 0.05 level, including the personnel (People) and the image of the university (Product) with a mean of 4.16, followed by the physical image (Physical) of 4.14. The marketing mix factors that influenced the students’ decision making to study for a PhD. degree in Doctor of Business Administration Program MBA students with the following prediction equations Logit = 5.371-1.604 (Product) -0.073 (Price) -0.339 (Place) -0.481 (Promotion) + 0.189. (People) + 1.122 (Process) - 0.139 (Physical). The independent variables that affected the decision making included the image of the university (Product) in terms of the instructor qualifications and their academic quality as required by the market, the reputation of the university known and recognized for its curriculum diversity and the high ranking. Also, the university extracurricular activities were as well accepted in accordance with the requirements such as the study abroad and academic progress over time. However, if interested people had received negative information about the university, they would have been uninterested to further their study for a PhD. degree in Doctor of Business Administration Program