Marketing Mix Factors Affecting Chinese Students' Decisions to Study at Universities in The Kingdom of Thailand

Abstract

This research topic is Marketing mix factors affecting Chinese students' decisions to study at universities in the Kingdom of Thailand. The purpose of this study was to study the marketing mix factors from the perspective of consumers that affect the decision of Chinese students to study at universities in the Kingdom of Thailand by used a Thai-language online survey through the use of Cronbach’s alpha coefficient, a 5-level estimation questionnaire has been validated and its content validity (IOC) evaluated. There was an average level of .877 confidence and distributed surveys at their leisure to Chinese students interested in studying at Thai universities and be able to read and understand Thai at a good level by use the snowball method to reject surveys that do not fulfill the requirements. It was a questionnaire that received both anomalous and missing data, yielding 51 full questionnaires. The collected information was used for basic data analysis with descriptive statistics. The information is displayed as a frequency, mean, percentage, and standard deviation. According to the findings, respondents had thoughts about the marketing aspects of the 7Cs consumer viewpoint that influenced Chinese students' decisions to enroll at universities in the Kingdom of Thailand. It was at the highest level overall (= 4.51). When each aspect was taken into account, it was discovered that the aspect with the highest mean (= 5.00) was as follows:                   1. Chinese students are requesting that institutions in the Kingdom of Thailand implement a system that allows students to register online. 2. The university should employ people who are courteous and understand Chinese culture. 3. Chinese students require easy ways to connect and inquire, both online and in person, and may simply travel to the university office. There is an obvious accountable agency with good and friendly service. 4. Chinese students appreciate that the cost of education is reasonable when compared to studying in China. This encourages their parents to invest in their education and have a straightforward payment with clear payment certification documentation. The thoughts on each of the four points described above are at the highest level. Follow along with the typical mean (= 1.35) were 1. Chinese students want courses that are relevant to their needs and 2. Chinese students want the University to give them all the registration related paperwork in Chinese with detailed descriptions of the producers. And the lowest is the side with mean (= 1.35) is Chinese students want shuttle service available for their visa applications.