THE STUDY OF FACTORS AFFECTING PRINT-MEDIA PURCHASE OF STUDENTS IN HIGHER EDUCATION IN DUSIT DISTRICT IN BANGKOK

Abstract

This study aimed to investigate and compare factors affecting print-media purchase of one hundred students in higher education in Dusit district, Bangkok. The results demonstrated that the product and salesperson highly affected the decision on purchasing print media of the sample. In addition, the finding of comparing print-media purchase factors based on characteristics of the sample found that the gender and educational year similarly affected decisions on purchasing publications