Brand value perception of Rajamangala University of Technology Phra Nakhon.

Abstract

This study was aimed to 1) to compare the brand value perception of Rajamangala University of Technology Phra Nakhon and 2) to study the influence of marketing mix on the brand value perception of Rajamangala University of Technology Phra Nakhon. This research is quantitative research which included the samples of 400 undergraduate students from the first to the fourth year selected through proportional stratified random sampling methodology. The collected data were analyzed by frequency, percentage, mean, standard deviation and the hypothesis was tested by the Independent sample t-test. One-way ANOVA was applied and Scheffe's, Pearson's Product Moment Correlation Coefficient, and stepwise multiple regression analysis were used to look into mean difference in pairs. The results of the research on the brand value perception of Rajamangala University of Technology Phra Nakhon revealed that the students who were different in terms of age group, faculty, and study year perceived the brand value differently and significantly at the 0.05 level of significance. The marketing mix factors including 1) the available curriculum, 2) the teaching and studying location, 3) educational support, 4) academic and support staff, 5) physical environment, and 6) teaching and learning management influenced the brand value perception of Rajamangala University of Technology Phra Nakhon at the 0.05 level of significance. As for the marketing mix factor and cost of education did not have the influence on brand value perception of Rajamangala University of Technology Phra Nakhon.