FACTORS AFFECTING THE CHOICE OF TRAINING SERVICES OFFERED BY THE INSTITUTE OF RESEARCH AND DEVELOPMENT FOR PUBLIC ENTERPRISES (IRDP)

Abstract

The objectives of this research were 1) to study the demographic, marketing mix, and decision to choose training services offered by the Institute of Research and Development for Public Enterprises (IRDP); 2) to study the demographic and marketing mix that affected the decision to choose training services offered by the Institute of Research and Development for Public Enterprises (IRDP); and 3) to prepare the recommendations and guidelines for training program development of the Institute of Research and Development for Public Enterprises (IRDP).

The results showed that 1) most of the samples were female (57.80 percent), aged 31-40 years (27.30 percent), self-employed (29.0 percent), and earned monthly income of 30,001 baht or more (34.50 percent). 2) The overall level of marketing mix was high, and its mean was 4.10, which the most influential variable in marketing mix was Physical Evidence (Mean = 4.28), followed by People/Speakers and Officers (Mean = 4.20), and the least influential one was Promotion (Mean = 3.97). 3) The level of the decision to choose training services offered by the Institute of Research and Development for Public Enterprises (IRDP) was high (Mean = 4.29), and the results of hypothesis testing were found that 1) the different demographic factors affected the decision to choose training services offered by the Institute of Research and Development for Public Enterprises (IRDP) with no statistical significance at the 0.05 level. Moreover, 2) In terms of marketing mix, Product/Curriculum, Price/Training Expenses, and Physical Evidence affected the choice of training services offered by the Institute of Research and Development for Public Enterprises (IRDP) with statistical significance at the 0.05 level.