Decision-Making Factors for Parents of Early Elementary Students in Selecting an English Tutor in Lat Sawai Sub-District, Pathum Thani Province by 5A Strategy

Abstract

The objective of this research were to study the decision-making factors factors for parents of early elementary students in selecting an English tutor in Lat Sawai Subdistrict, Pathum Thani Province and aimed to compare demographic variables with the decision-making factors of these parents using the 5A marketing strategy. A questionnaire survey was conducted among 400 parents. The collected data was analyzed using statistical techniques such as percentages, means, standard deviations, t-test, f-test, and one-way ANOVA for variance analysis. The most important factor for parents was found to be "advocate," as they valued word-of-mouth recommendations and reviews from other parents. On the other hand, the least significant factor was "awareness," as parents did not prioritize accessing online information about English language tutors compared to direct conversations with other parents. Furthermore, there was a significant difference in decision-making factors between genders of elementary school parents. Specifically, in terms of "awareness," female parents showed a higher level of interest in accessing information about English language tutors through various media compared to male parents. This can be attributed to the societal role of women in Thailand, who often play a significant role as mothers involved in their children's education. However, factors such as age, income, occupation, and education level of the parents did not influence the decision-making process significantly.