การรับรู้และความคาดหวังจากกลยุทธ์ทางการตลาดที่มีผลต่อพฤติกรรมของผู้ปกครองในการตัดสินใจเลือกโรงเรียนอนุบาลเอกชนในจังหวัดกระบี่

Abstract

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Perceptions and expectations from marketing strategy effecting to parental behavior in private kindergarten decision in Krabi

The purposes of this research were to study perceptions and expectations from marketing strategy level, private kindergarten decision, To study marketing strategy comments and suggestions to private kindergarten business in Krabi. 400 samples were student’s parent of private kindergarten in Krabi. Used the questionnaires to collect data with 0.98 of reliability. Analyzed data by basic statistic including average, standard deviation and statistics test including chi-square test.

The results showed that Private kindergarten decision found that the most of respondents prepared before real study choose school which teach kindergarten 1 – primary school, services more than 3 years, know the news from kith Father / Mother effecting to choosing a resident near school. Travel by personal car. The number of students per class at least 25 people. Academic factors effected to private kindergarten decision. The relationship between personal factors with private kindergarten decision overall, found that personal factors related with private kindergarten decision in distance of a resident to school. The relationship between expectations level with marketing mix factors and private kindergarten decision overall, found that expectations level from marketing mix factors related with private kindergarten decision in distance of a resident to school and travel to school. The relationship between perceptions level with marketing mix factors and school decision overall, found that marketing mix factors related with private kindergarten decision in to school.