Decision Making in Using Advanced Info Service Public Company Limited in Mueang Districtubon Ratchathani

Abstract

                  The purposes of this research were (1) to compare the personal factors influencing the decision making in using Advanced Info Services Public Company Limited (AIS) in Mueang district, Ubon Ratchathani province, and (2) to study marketing mix influencing the decision making in using AIS in the Mueang district, Ubon Ratchathani province. It is a quantitative research. The sample is an infinite population. The sample size was calculated according to Cochran's method (W.G. Cochran, 1953). There were 400 samples had the experiences on AIS in Mueang district, Ubon Ratchathani province. Used questionnaires with convenient sampling. The instrument was a questionnaire. The statistic component with frequency, percentage, t-test, F-test, and multiple regression analysis.

                  The research revealed that the majority of respondent were female, age less than or equal to 25 years of age, bachelor's Degree or higher, career as governmental and state enterprise officers, monthly income - less than or equal to 10,000 baht. In terms of comparison, personal factors, such as age, education level, occupation and income per month significantly affected the decision making in using AIS at the statistical level 0.05, oppositely, sex and status did not affect the decision making in using AIS. Finally, marketing mixes, such as price, place, and promotion significantly influenced the decision making in using AIS, Mueang district, Ubon Ratchathani province at the statistical level 0.05. However, product did not affect the decision making in using AIS Mueang district, Ubon Ratchathani province.