Relationship of Marketing Mix Factors In Studying On The Higher Education and Brand Equity; A Case Study of Mahanakorn University of Technology

Abstract

The objectives of research aimed to (1) study the demographic data relating to the marketing mix factors in studying on the Higher Education and the brand equity (2) to study the marketing mix factors in studying on the Higher Education and the brand equity ; a case study of Mahanakorn University of Technology in using questionnaires collected with 400 samples from the bachelor degree students in 4 faculties which were Engineering, Business Administration, Veterinary Medicine and Information Science Technology who are 1^st year-4^th year students (in between 2555-2558 academic years). The questionnaires were composed of 3 parts; the first part was demographic data and decision making of studying on Higher Education; the second part was the marking mix factors and the third part was the brand equity.

The study found that most of respondents were male (66.5%); the most of age in between 21-25 years are 72.5%. The most career of parents 31.5% are business owners. Having the household income per month were 20,000-40,000 baht (31.5%). The most of respondents 39.0% had hometown in other provinces. Most of them 57.3% graduated from colleges before studying in Mahanakorn University of Technology which studying the faculty of Engineering 56.8 %. The most of respondents 48.5% had the decision making to further study by choosing only Mahanakorn University of Technology. The marketing mix factors in studying on the Higher Education analyses found that there were overall in high level of satisfaction   (=3.65). When considering in each components, there revealed that product (=3.99), price (=3.68), promotion (=3.56), process (=3.69), people (=3.81) and physical evidence    (=3.55) were signified in high level of perception respectively, but only in location was perceived as in medium level. The results of the brand equity analysis towards the decision making in studying at Mahanakorn University of Technology were overall in high levels        (=3.70). When considering in each components, there found that the Brand Awareness     (=3.60) Perceptive Quality (=3.77), Brand Association (=3.64), Brand Loyalty (=3.67) and Other Proprietary Brand Assets (=3.79) were signified in high levels respectively.

The hypothesis testing results revealed that family with 40,001-60,000 baths  household income had significant level of brand loyalty at the 0.05 significant level which the group of 40,001-60,000 baths and the group of more than 60,000 baths had different significantly on brand loyalty. Meanwhile, the different household income had no significantly related to brand equity in terms of brand awareness, perceived quality, brand association and other propriety brand assets at the 0.05 level. Regard to brand equity analysis, there found that brand equity had significantly correlation with the marketing mix factors in medium levels such as product, price, place, promotion, process people and physical evidence at the 0.01 level.