Service Marketing Mix Factors and Life Style Influencing Decision to Choose Service at Central Plaza Ladprao of Customer in Bangkok

Abstract

This independent study has the objectives as follows: (1) to study the demographic factors that influence the decision to choose service provided by Central Ladprao; (2) to study the marketing mix factors that influence the decision to choose service provided by Central Ladprao; and (3) to study the life style factors that influence the decision to choose service provided by Central Ladprao. The population in the research is Thai customers who are using or used service provided by Central Ladprao. Since the researcher was unaware of the exact number of the population, nonprobability sampling and convenience sampling were applied accordingly. In addition, the researcher used a questionnaire as the data collection tool with a sampling group consisting of 400 persons. According to the data analysis, the researcher applied descriptive statistics, including frequency, percentage, mean and standard deviation, as well as inferential statistics, including t-test, F-test and multiple regression analysis.

The results found that: (1) Demographic factors, including different marital status and occupations, influenced the different decisions to choose service provided by Central Plaza Ladprao of customer in Bangkok with statistical significance at 0.05. (2) Marketing mix factors, including product, price, people, physical and proces, influenced the decisions to choose service provided by Central Plaza Ladprao t of customer in Bangkok with statistical significance at 0.05 and predictive power at 68.2. and (3) Life style factors, including activity and opinion, influenced the decisions to choose service provided by Central Plaza Ladprao of customer in Bangkok with statistical significance at 0.05. and predictive power at 67.9.