THE FACTORS AFFECTING THE DECISION TO RENT PRIVATE DORMITORY OF NARESUAN UNIVERSITY, THAILAND

Bunyawat  Surakhunthot; Chattawat  Limpsurapong

Bunyawat Surakhunthot Department of Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand
Chattawat Limpsurapong Department of Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand

Keywords: Product, Price, Place, Promotion, People, Physical, Process, Decision to Rent Private Dormitory

Abstract

The study aimed to examine the factors affecting the decision to rent private dormitory of Naresuan University, Thailand. This study is based on data from Naresuan University Student Information Services Year 2019 and Naresuan University Student Statistics Year 2019 by using a sample of 400 data using a questionnaire to collect data of Naresuan University students. Independent variable is the gender, age, faculty, academic year, domicile and income. The dependent variables are marketing mix factors. This study studied 7 aspects, namely the product, price, place, promotion, people, physical and process and decision to rent private dormitory university students. In this study, measured by the number of private dormitory rental decisions of Naresuan University students. The statistics used for data analysis were frequency, percentage, mean and standard deviation, Pearson product-moment correlation, t-test and F-test, one-way ANOVA Analysis and multiple regression analysis.
The results showed that the different gender had different effects on the decision to choose the promotion, their different age had different place decision. Different faculty have different influences on price decision making and process. Different academic year affect the decision-making place process. Different domicile had different effects on the decision to choose marketing mix such as product, price, place, promotion, people, physical and process, different incomes affecting the decision to select different place. The results showed that the demographic factors, such as gender, age, faculty, academic year, domicile and income, had a different effect on the decision to rent a private dormitory of Naresuan University students which was not different. The results showed that the price and promotion correlated with the decision to rent a private dormitory of Naresuan University students.