Factors affecting the decision in choosing undergraduate education of students in dusit district

Abstract

The objectives of the research were 1) to study the level of Integrated marketing communication, social factors and the students’ decision on undergraduate education, in Dusit district 2) to compare the demographic characteristics towards the students’ decisionon undergraduate education, in Dusit district 3) to investigate the Integrated marketing communication that influenced the students’ decision on undergraduate education, in Dusit district and 4) to investigate the social factor that influenced the students’ decision on undergraduate education, in Dusit district. A sample was identified by a number of 400 people who are undergraduate students of the universities in Dusit District in year 2558, which are Suan Dusit University, Suan Sunandha Rajabhat University and Rajamangala University of Technology Phra Nakhon. Questionnaires were used to collect the data. The statistical methods used to analyze data were frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance, and enter multiple regression analysis. 1) The results indicated the majority of sample group were female students for 68.25 percent. Students lives in Bangkok metropolitan region for 51.75 percent. Parents graduated with Undergraduate degrees for 32.25 percent. Parents run their your own business for 36.50 percent. Family income is 15,001 – 30,000 baht per month for 47.50 percent. 2) The integrated marketing communication and social factor were prioritized in a high level. The students’ decision on undergraduate education were prioritized in a medium level. 3) Student with different gender, domicile, educational level of parents, occupation of parents and monthly family income showed no differences of students’ decision on undergraduate education, in Dusit district. 4) The integrated marketing communication including public relations and direct marketing increased the level of students’ decision on undergraduate education, in Dusit district. and 5) The social factor including reference group and family increased the level of students’ decision on undergraduate education, in Dusit district