Graduate School - MBA (Thai Program) - ฐานข้อมูลงานวิจัย มหาวิทยาลัยสยาม

M.Ed

ศึกษาศาสตรมหาบัณฑิต (การบริหารการศึกษาและผู้นำทางการศึกษา)

Ph.D. in Public Education

ปรัชญาดุษฎีบัณฑิต สาขาวิชาภาวะผู้นำและนวัตกรรมการบริหารการศึกษา

Graduate School – MBA (Thai Program)
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[fruitful_tab title=”30. Marketing Mix factors affecting to international tourists decision making on 5-stars hotel selection in Bangkok Case Studay Shangri-la Hotel Bangkok”]

Abstract

The purpose of this research was to investigate the influence of Marketing Mix factors affecting international tourists’ decision making on 5-star hotel selection in Bangkok: Case Study Shangri-la Hotel Bangkok to study behavior of international tourists and to compare opinions on Marketing Mix factors affecting international tourists’ decision making on 5-star hotel selection in Bangkok: Case Study Shangri-la Hotel Bangkok. Two hundred eighty subjects international tourists responded to a survey tool through the quality of the tool. Data was analyzed statistically in terms of Frequency, Percentage, Mean, Standard Deviation, T-test and One-way Analysis of Variance, and if differences were found, the differences in pair were later analyzed by LSD method.

Results
1. The opinion of respondents on Marketing Mix factors affecting international tourists’ decision making on 5-star hotel selection in Bangkok: Case Study Shangri-la Hotel Bangkok was ranked at the highest level in terms of Physical Evidence (x ̅ = 4.83) Process (x ̅ = 4.65) Product (x ̅ = 4.60) Place (x ̅ = 4.53) People (x ̅ = 4.53) except, Promotion (x ̅ = 4.48) and Price (x ̅ = 4.42) were ranked in high level.
2. Respondents had traveled to Bangkok 1 – 2 times and the period of stay was around 4 – 7 days. The main purpose of visiting was traveling for leisure. The majority choose weekdays for traveling with friends or colleagues. The internet was a main source to searching in.
3. Respondents of different genders had indifferent opinions on Shangri-la Hotel Bangkok at the 0.05 statistically significance level.
4. Respondents of different residential countries had different opinions on Shangri-la Hotel Bangkok at the 0.05 statistically significance level.

By Mr. Peerawat Samutsin / Degree : Master of Business Administration / Major : General Management / Advisor Vijit Supinit (Ph.D.)
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[fruitful_tab title=”31. Buying Decision for Sport Shoes of Bangkok Rubber Public Company”]

Abstract

The purpose of this research was to explore the personal factors for the buying decision of sport shoes by employees of Bangkok Rubber Public Company Limited, to study the usage behavior of sport shoes by employees of Bangkok Rubber Public Company Limited, to study the buying decision of sport shoes by employees of Bangkok Rubber Public Company Limited, to compare between the personal factors and buying decision behavior of sport shoes by employees Bangkok Rubber Public Company Limited and to study the relationship between the usage behavior and buying decision of sport shoes of employees at Bangkok Rubber Public Company Limited. The samples used for this study are 400 samples from people who worked for Bangkok Rubber Public Company Limited. Questionnaires were used to collect data an the data was analyzed as frequency, percentage, mean, and standard deviation. For hypothesis testing was used one-way analysis of variance, F-test and Chi-Square.
The results of the study showed that employees of’Bangkok Rubber Public Company Limited who purchase the sport shoes were male, aged between 21-30 years old, holding a bachelor’s degree and earned between 10,001- 20,000 Baht. The usage behavior of the sport shoes of employees from Bangkok Rubber Public Company Limited found that the usage frequency was 2-3 times per week. The use of sport shoes under the trademark was mainly Nike. The people who influenced the buying of sport shoes were you. In addition, the researcher found that the buying decision of sport shoes by employees of Bangkok Rubber Public Company Limited overall was a high level. The most level of buying decision was the need of using sport shoe. The second was the shoes’ price, and the lowest level of buying decision was the new innovation of sport shoes and the least importance of buying decision sport shoes of employees of Bangkok Rubber Public Company Limited was the new innovation of sport shoes, the company should continue to develop the innovation of sport shoes in order to meet the need of sport shoes users.
For hypothesis testing revealed that the comparison of the difference of the personal factors affecting the buying decision of sport shoes of employees of Bangkok Rubber Public Company Limited and the usage behavior of sport shoes related to the buying decision sport shoes of employees of Bangkok Rubber Public Company Limited.

By Mr. Wongsatorn Leewattanaporn Degree / Master of Business Administration Major / Advisor : Dr.Vijit Supinit
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[fruitful_tab title=”32. Factors Affecting the Working Efficiency of Subsrithai Document Storage Services Center”]

Abstract

The objective of this research was to study factors affecting the work effectiveness of employees of Document Storage Department at Sub Sri Thai Public Company Limited. A questionnaire was used as the research instrument to collect data. The population and sample included 176 employees of Document Storage Department at Sub Sri Thai Public Company Limited. The results of this research showed as follows:
1.In terms of personal factors, it was found that the sample mostly consisted of males; those aged between 21-30 years; those graduated with below bachelor’s degree; those worked as employee; those earned salary (excluding OT) of 8,001-10,000 baht per month; those worked under Document Storage Department; and those worked as staff.
2. Overall, the sample had moderate level of opinion towards work-related factors. Work achievement, roles and responsibility, and motivation were at high level. Compensation (salary and OT) and welfare, rules and regulation, work environment, performance evaluation were at moderate levels.
3. Overall, the sample had moderate level of opinion towards work effectiveness. Punctuality was at high level. Work accuracy and objective achievement were at moderate levels.
4. Personal factor of employee include Overall, the sample with different gender, type of employees, and monthly income (excluding OT) had different opinion towards work-related factors with statistical significance level of .05.
5. Overall, work factor was highly positively related to work effectiveness with statistical significance level of .05.

By Mr.Chokchai Vandee /Degree : Master of Business Administration Major/ Major : Marketing And General Management / Advisor : Dr.Vijit Supinit
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[fruitful_tab title=”33. Employees’s Satisfaction on Operating of SPS Medical Company Limited”]

Abstract

The purpose of this research aims for: (1) study individual factors on employees of SPS Medical Company Limited and (2) study employees’ satisfaction of SPS Medical Company Limited. The research was conducted by representative sample of around 125 persons. Data was collected by using questionnaire, frequency, percentage, mean, standard deviation, One-way Anova: f-test and Least Significant Difference: LSD for hypothesis testing.
The finding research was: majority of answerers were female average age between 21-29 years old, who has completed their education in Bachelor Degree, average income 15,001-20,000 per month, marital status was married and average work experienced 1-5 years. In addition, the research found that: Employees’ satisfaction on operating of SPS Medical Company Limited in overall had satisfaction in high level that is to say: (1) return, (2) social characteristics, (3) communication, (4) environment, (5) workplace, (6) security, (7) wage, (8) job description, (9) command, (10) promotion.
In hypothesis testing found that employees of SPS Medical Company Limited differed in status and experience they were similar on operation satisfaction in overall and aspect. Furthermore, employees of SPS Medical Company Limited differed in gender, age, education and income they also differed on operation satisfaction in overall and aspect for the level of statistical significance 0.05.
Employees of SPS Medical Company Limited had operation satisfaction least in promotion. Either company should be additional more training skill related field for work, to give the scholarship or visiting at abroad. Moreover, training in relate field for improve employees skill and work opportunity for them.

Researcher : Mr. Chanon Thesnok / Degree : Master of Business Administration / Major : Human Resources Management / Advisor : Vichit Supinit (Ph.D.)
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[fruitful_tab title=”34. The Factors that Influence the Decision to Purchase Toyota “Fortune” at Empire Branch, Bangbon.”]

Abstract

The objectives of the research are to study the conditions of the factor that influent the decision to use the service of Toyota Center at Empire branch, Bangbon. The basic study on demography which affects the decision of the buyers to purchase “Fortuner” Toyota car and the study on the market composition factors in relation with the decision of the customers to purchase “Fortuner” Toyota car brand at Empire branch, Bangbon. By mean of questionnaire to 100 customers who receive the service from the branch, from the study on the factors in decision making to purchase “Fortuner” Toyota car from Empire branch, Bangbon, the researcher summarizes as; for the reputation and reliability, the decision to purchase “Fortuner” Toyota car at Empire branch, Bangbon found mostly on the reputation in the Customer Care. As for the prices, mostly found the decision to purchase the car is from the service fees and other expenses rate setting as clearly stated in the leaflets and other related documents. On the environment and place, the decision to purchase “Fortuner” Toyota car from Empire branch, Bangbon is mostly found in parking lot availability. On the service of the staffs, the decision to purchase “Fortuner” Toyota car from Empire branch, Bangbon is mostly found the staffs provide friendly and warm welcome. On the car quality, the decision to purchase “Fortuner” Toyota car from Empire branch, Bangbon is mostly found in the interior design of the passenger chamber which is beautiful and lofty. On the marketing promotion is mostly found in free gift promotions, discounts and extra gifts in special days per particular occasions such as car purchase on birthday, New Year or personal important day.

From the study on the factors in making decision to purchase “Fortuner” Toyota car from Empire branch, Bangbon, the researcher would recommend that the next study on the factors in making decision of the consumers to purchase “Fortuner” Toyota car should be carried out at other showrooms or in other territories and provinces in Thailand as well. The study should be on the factors in making decision to purchase the car subdividing into particular types and models of the car to provide more varieties and to study the results and compare the similar or different factors to enable the businessmen in further developing and adjusting their car selling styles and methods. And there should be an addition study on the aftersale and car using satisfactory including the services of the Service Center after receiving the car in order to enable the businessmen in using the information to further set their working plans.

Keyword : Private car, purchase, decision.
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[fruitful_tab title=”35. Marketing Mix Factors Affecting the Decision to Rent a Vending Space of Vendors in Open-Air Market in Bangkok Area”]

Abstract

This research study is aimed at exploring the marketing mix factors affecting the decision to rent a vending space of vendors in flea markets in Bangkok area. A total of 400 vendors are selected by random sampling for infinite population method. A set of questionnaires are employed as a data collection tool. The statistical analysis tools utilized are Frequency, Percentage, Mean, and Standard Deviation. The hypothesis is tested using t-test and One-Way ANOVA (F – test).
The findings indicate that the majority of the correspondents are male high school graduates. Their ages range 20 – 30 years old. The marital status is single. Their monthly income range 10,001– 20,000 baht. The correspondents have been operating the business for 2 – 5 years. In terms of marketing mix factors influencing the decision to rent a vending space, Price plays the most significant role ( = 4.59), followed by Physical Evidence/Environment and Presentation ( = 4.58), Promotion ( = 4.57), People ( = 4.52), Place ( = 4.48), Process ( = 4.47), and Product ( = 4.36), respectively. In terms of the decision to rent a vending space, the majority of the correspondents opt for a vending space with the sizing between 5 – 10 square meters. They mostly prefer daily renting. The capital investment ranges 5,001 – 10,000 baht. A vending space is for food and beverage stall.
The test of hypothesis signifies that overall, different personal factors and marketing mix factors affect the decision to rent a vending space of vendors in open-air markets in Bangkok area at the statistical significance of 0.05.
Price factor is the initial factor in which vendors prioritize since it plays the role of direct cost. It depends of the cost of goods for sell whether the shop will post a lot of profits or not. For that reason, the landlord must be reasonable in setting up a renting price for vending space. The landlord is advised to consider the location and the competitor, which will also allow vendors to decide to rent a vending space more easily.

Keywords: Marketing Mix Factors, Trader, Open-Air Market

Author : Ms. Kanphitcha Traimanee
Major : Marketing Management
Independent Study Advisor : Assoc. Prof. Dr. Jomphong Mongkhonvanit

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[fruitful_tab title=”36. Integrated Marketing Communications of The Insurance Industry That Influences Consumers’ Decision to Buy Life Insurance in Bangkok”]

Abstract

The purpose of this study is to examine the approaches of integrated marketing communications in the insurance industry influencing consumers’ decision to buy life insurance in Bangkok. A total of 400 insured are selected by random sampling for infinite population method. A set of questionnaires are employed as a data collection tool. The analyses of data are conducted by statistical frameworks: frequency, percentage, mean, and standard deviation. The researcher applies t-test and One Way ANOVA (F – test) in hypothesis testing.

The findings imply that the majority of the correspondents are married females aged between 20-30 years old who hold at least Bachelor’s Degree. The correspondents are private company employees with an average monthly income ranging 20,001–30,000 baht respectively. In terms of the approaches of integrated marketing communications in the insurance industry influencing consumers’ decision to buy life insurance in Bangkok, direct marketing is projected as the most significant approach (x̄ 4.43), advertising ranks second (x̄ 4.36), followed by personal selling (x̄ 4.34), sales promotion (x̄ 4.22), and public relations (x̄ 3.99), respectively. In the matter of consumers’ decision to buy life insurance, the results indicate that the majority of the correspondents prefer to purchase savings insurance plans. The initial face amount ranges 100,001 – 500,000 baht. The value of life insurance premiums ranges 10,001 – 20,000 per policy. The correspondents purchase life insurance product once or twice a year. The influencer in decision-making process of buying life insurance is the insurance sales agent.

The hypothesis-testing results signify that — overall — personal factors and the integrated marketing communication approaches in the insurance industry differently affect consumers’ decision to buy life insurance in Bangkok at a level of statistical significance of 0.05.

The approaches of integrated marketing communications play the most important role in consumer decision-making processes. Therefore, the insurers are advised to develop the most effective direct marketing strategies which can serve directly at the point of full customers’ satisfaction.

Keywords: Integrated Marketing Communications, Buy Decision, Insurance Industry

Author : Ms. Hathaichanok Chanutrutipun
Major : Finance and Banking
Independent Study Advisor : Assoc. Prof. Dr. Jomphong Mongkhonvanit
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[fruitful_tab title=”37. Relationships Between Personal Variables and Job Choice Motivators of People in BANGKAE Area”]

Abstract

This study is to examine relationships between personal variables and job choice motivators of people in BANGKAE area to have for employee to find a suitable person for employment. The samples were collected with questionnaire for 3 months target group at BANGKAE area. This research used quantitative study and survey, to collect data from 430 samples. Independent variables used in the study were sex, age, monthly income of the family, parental occupation, education and level experience. Dependent variables used in the study were the incentive to choose the job, such as compensation, welfare, work environment, workplace, reputation and Job opportunities. The statistics used in the data analysis were statistic, frequency, percentage, one-way analysis of variance, t-test.
The results indicated that work experience and family wealth, was high impact on job selection. This study suggest to select people who have a little job move or have a long working period and similar jobs.

Researcher : Mr.Maroot Sirikuntamat
Degree : Master of Business Administration
Major : International Business
Advisor : Assoc.Prof.Dr.Jomphong Mongkhonvanit

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[fruitful_tab title=”38. Factors influencing gold imports for sale of gold traders residing in Bangkok.”]

Abstract

The objective of this study is to explore the factors influencing gold imports for sale of gold traders in Bangkok. A total sample chosen by simple random sampling method consists of 200 gold traders residing in Bangkok area. A set of questionnaires is developed as a data collection tool. The analysis of data is conducted using statistical analysis tools: Frequency, Percentage, Mean, and Standard Deviation. One Way ANOVA (F – test) and Chi-Square are applied to test the hypothesis.
The findings report that the majority of the correspondents possess the authorized capital of between 151 – 200 million baht. They have been running their business for 6 – 10 years. The annual income generated range 51 – 100 million baht per year. The number of customers range 101 – 200 people respectively. On the scope of gold imports for sale of gold traders in Bangkok, the correspondents import 25 kilograms of gold per one delivery. The imported gold types are gold bars, gold jewelries, and gold coins. The purchase value per order is less than or equal to fifty million baht. The purchase order is made monthly. In terms of the average score regarding the significance of business environment factors affecting gold imports for sale of gold traders residing in Bangkok area, Economic Factor plays the most significant role (x̄ = 4.55), followed by Political and Legal Factor (x̄ = 4.38), Social Factor (x̄ = 4.33), and Technological Factor (x̄ = 4.20) respectively. The tested hypothesis indicates that basic elements of entrepreneurs differently affect gold imports for sale of gold traders residing in Bangkok area at the statistical significance level of 0.05.

The Economic Factor is significant to the imports of gold for sale of traders. Traders are advised to closely monitor the economic conditions both domestically and globally. The analysis on profit tendency and opportunity is also suggested.

Keywords: Gold, Import, Gold Trader

Author : Ms. Wanita Kumpanich
Major : General Management
Independent Study Advisor : Assoc. Prof. Dr. Jomphong Mongkhonvanit
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[fruitful_tab title=”39. Product Factors Influencing Consumer Decision to Register for Fitness Center Membership in Bangkok .”]

Abstract

This study examines the product factors influencing consumer decision to register for fitness center membership in Bangkok. The subjects consist of 400 consumers selected by simple random sampling. The research tool is a set of questionnaires. The Statistics employed are Frequency, Percentage, Mean, and Standard Deviation. T-Test, One Way ANOVA (F-test), and Chi – Square are utilized as hypothesis testing procedures.
The research findings indicate that the majority of the participants in the survey are single males, aged around 21–30 years old who hold at least Bachelor’s Degree. Their monthly income is between 10,001 – 20,000 baht respectively. In terms of decision-making process in registering for fitness center membership in Bangkok, the majority of the participants applied for a monthly membership. The core reason that drives them to make registration is a wide variety of exercise equipment in which the fitness center provides. The period that the participants choose to register range from 12.01 p.m.–3.00 p.m. The registration fee is below 5,000 baht a time. The participants mostly make decision by themselves. In terms of factors regarding exercise equipment, Reputation rank first, playing the most significant role (x̄ = 4.47), followed by Performance (x̄ = 4.40), Appearance (x̄ = 4.38), Quantity (x̄ = 4.34), and Brand (x̄ = 4.33) respectively.
The tested hypothesis implies that personal factors affect the decision-making process in registering for fitness center membership in Bangkok at statistical significance of 0.05. On the other hand, product factors correlate the decision-making process in registering for fitness center membership in Bangkok at statistical significance of 0.05.
With an aim of attracting consumers to make registration at fitness center, the provision of quality and well-known exercise equipment gains consumer trust, and allows consumers to easily decide to apply for membership. Fitness centers are advised to build consumers’ awareness on their equipment, which will help stimulate consumer decision-making process, gain trust, and decide to apply for the gym membership.

Keywords: Exercise Equipment, Fitness Center, Consumers

Author : Mr. Yonwaranat Jrerattakon
Major : General Management
Independent Study Advisor : Assoc. Prof. Dr. Jomphong Mongkhonvanit
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[fruitful_tab title=”40. Decision making Factors for Earning from Online Games on Master Degree of Business Administration in Siam University”]

Abstract

The objective of this research was to study about Decision making Factors for Earning from Online Games on Master Degree of Business Administration in Siam University. The participants are Master Degree of Business Administration students in 2017 and the researcher employed questionnaires as tools for data collection. The analytical methodologies included statistical tools: frequency, percentage, mean and standard deviation. T-Test and One-way Anova (F-Test) were utilized to test the hypothesis.
Findings and results indicated that majority of the participants were females whose ages
were between 20 – 30 years old. The participants’ marital status was married. Their educational
background was Bachelor’s Degree. Monthly income the participants earned varied from 10,001 – 20, 000 baht. The mean of trust levels influencing decision making for earning from online games on Master degree of Business Administration in Siam University was analyzed from highest to lowest as follows: 1) Identity ( x̄= 4.31), 2) Career ( x̄= 4.28), 3) Education ( x̄= 4.28), 4) Social ( x̄= 4.26), 5) Earnings from Online Games ( x̄= 4.24) and 6) Technology ( x̄= 4.21) respectively. The tested hypothesis showed that overall, individual factors and different decision influencing earning from online games on Master degree of Business Administration in Siam University differed at 0.05 level of significance.

The earning from online games consists of many elements to be considered, especially the decision factors that affect earnings can be used and can make real income as expected.

Keyword: “Earning” “Decision” “Master Degree students”

Author : Mr. Watcharin Klubtublung
Major : General Management
Independent Study Advisor : Dr. Chitavorn Leelaplin

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[fruitful_tab title=”41. Personal Finance Management Affecting Success in Retirement Planning of Private Enterprise Employees in Bangkok.”]

Abstract

The purpose of this research was to personal finance management affecting success in retirement planning of private enterprise employees in Bangkok. The sampling of 400 private enterprise employees. Using data collection tools was a questionnaire and data were analyzed using frequency, percentage, mean, standard deviation (S.D.), t-test, One-Way ANOVA (F-test) and Pearson Correlation Coefficients to test the hypothesis. Most of them have saving years in pass between 1 – 5 years. and have an average return of savings per year of 3-5 per year.

The results showed majority of respondents were male than female, Age between 31-40 years old, bachelor’s degree, marital status, monthly income between 10,001 – 20,000 baht, and working experience between 1 – 5 years, respectively. For the success of the planned retirement of private enterprise employees in Bangkok found that most respondents have savings of less than 100,000 today, with savings in between 1-2 times a month. For personal finance management of private enterprise employees in Bangkok found that the average score on the personal finance management of private enterprise employees in Bangkok was the highest. Sort by average to descending order as follows: 1^st in income and savings (= 4.40), 2^nd in expenditures (= 4.36), and 3^rd in investment (= 4.27), respectively. The results of the hypothesis test found that personal factors affect the success of retirement planning of private enterprise employees in Bangkok. And personal financial management was correlated with the success of the retirement planning of private enterprise employees in Bangkok.

The four types of personal finance management are income, expenditure, savings and investment were important and relates to the success of a retirement plan. Therefore, it is necessary to encourage people to have a better understanding of personal financial management. To reduce the burden of the state to care for the elderly in the future who can’t retire happily and take care of their own livelihood.

Keyword : Personal Finance Management Retirement Planning Private Enterprise Employees

Author : Ms. Uraiwan Plodjaidee

Major : Finance and Banking

Independent Study Advisor : Assoc. Prof. Dr. Jomphong Mongkhonvanit

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[fruitful_tab title=”42. Brand Influencing to Customer’s Decision Making of Starbuck Coffee Shop, Baan Silom Branch .”]

Abstract

The objective of this research is (1) to examine the extent of brand equity and brand image influencing to customer’s decision making of Starbuck Coffee Shop Baan Silom Branch, (2) to analyze the relationship between brand equity and brand image impacting on customer’s decision making of Starbuck Coffee Shop Baan Silom Branch and (3) to analyze stepwise multiple regression of brand influencing to customer’s decision making of Starbucks Coffee Shop Baan Silom Branch. The selected sample for 400 persons by a method of Purposive Sampling is a group of people who have ever been clients of Starbucks Coffee Shop Baan Silom Branch.
The statistical method used in this research is descriptive statistics, statistic by percentage, arithmetic mean and standard deviation. The theory of Pearson Product Moment Correlation Coefficient together with Multiple Linear Regression Analysis has been used by stepwise to analyze how the brand equity and brand image relate to customer’s decision making of Starbucks Coffee Shop Baan Silom Branch.
The results of this study find that the majority of respondents were female, age lower 30 years old, single, being employees with a bachelor’s degree and having a monthly income between 15,001 – 30,000 Bath. In addition, result of hypothesis testing finds that brand equity and brand image significantly reveal a plus correlation at .05 level affecting to customer’s decision making of Starbuck Coffee Shop Baan Silom Branch. Five prominent variables including benefits, brand loyalty, value, brand association and personality indicate the extent to customer’s decision making of Starbuck Coffee Shop Baan Silom Branch. These five prominent variables can predict a change of customer’s decision making of Starbuck Coffee Shop Baan Silom Branch for 55.60 % and can translated into a multiple linear regression equation listed below;

Y = .070 + .300 (X6) + .193 (X4) +.181(X7) +.163 (X3) +.141 (X9)

Keywords: Brand, Decision Making, Starbucks Coffee Shop

Researcher : Miss Sunisa Likitwattanawalee
Degree : Master of Business Administration
Major : International Business
Advisor : Dr. Pichet Musikapodok
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[fruitful_tab title=”43. Factors Affecting Risk Management : A Case Study of Dhonburi Rajabhat University.”]

Abstract

The objective of this research was to study management factors affecting the element of risk management. In this study, a questionnaire was used to collect data from university teachers and staff, which totally in two hundred and twenty two sample (reply rate 44 percent). The statistics used for this research included percentage, mean, standard deviation, testing analysis of the correlation coefficient Pearson and one-way analysis of variance.
The result showed that most of the respondents were female. Aged between 31-40 years, graduate degree and staff. The most management factors affecting the element of risk management was planning. In addition, university administrators in charge of risk management should have pay attention, discipline and decentralization. In order to increase performance on management process, which that affecting the strategic risk. The benefit of this research showed that, the effective risk management should have to consider the internal factors and external factors. Especially management factors support the element of risk management in successfully.

Keyword: study, management, decentralization

By : Miss Orawan Leelakiatvanit
Degree : Master of Business Administration
Major : Management
Advisor : Assistant Professor Dr.Surasuadee Rajkulchai
FullText click
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[fruitful_tab title=”44. Factors Influencing Buying Decision At Traditional Trade In Phasi charoen, Bangkok.”]

Abstract

The purposes of the research were to study factors influencing buying decision at traditional Trade in Phasicharoen, Bangkok. And analysis in related between factors related and buying decision at traditional trade in Phasicharoen, Bangkok. Sampling was done of 400 people with a people who buying goods from Traditional Trade in Phasi charoen, Bangkok. Questionnaires were used to collect data. The data was analyzed as frequency distribution, percentage, mean, and standard deviation. The correlation was used to Pearson product moment correlation coefficient and a multiple linear regression with stepwise.
The results of the study showed that most of samples were female, 31-40 years of age, married, worked in private companies / employee, hold bachelor’s degree a monthly income more than 30,000 Baht. From an analysis in mean and standard devition from marketing factor and buying decision. it was found that the place factor exhibited the highest mean while the next lower ranks were factors in people and product, respectively. From an analysis in related between factors related and buying decision. it was found that the physical factor exhibited the highest mean while the next lower ranks were factors in product and process, respectively. Marketing factors and The image factor were affecting to buying decision At traditional trade in Phasicharoen, Bangkok with 4 variables physical, product, people and promotion and a multiple linear regression equation. Listed below.
y ̂ = .518(x7) + .378(x1) + .306(x5) – .126(x4) ; R2 = 0.712

Researcher : Mr. Nitikit Krungkaew
Degree : Master of Business Administration
Major : Human Resource Management
Advisor : Dr. Pichet Musikapodok
Fulltext Click..

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[fruitful_tab title=”45. Marketing Factors Influencing Contact Lens Purchasing Decision in Facebook.com.”]

Abstract

This reseach aims (1) to study the Marketing factors influencing to purchasing decision of Contact Lens in Facebook.com. (2) to analyze the relationship model of marketing factors to make purchasing decision of Contact Lens in Facebook.com. (3) to analyze the factors affecting to purchasing decisions of Contact Lens in Facebook.com. The sample consisted of customer who purchased contact lens in Facebook.com and no aged limit. Sampling were done of 400 people with a purposive random sampling method by descriptive statistics, the average percentage and standard deviation. The correlation was used to Pearson Product-Moment Correlation Coefficient and a multiple linear regression with stepwise
The results of study showed that most of samples were female, 18-25year old, graduated in Bachelor’s degree, were private company employees, average monthly income ranging from 20,001 – 30,000 Baht. The average cost of buying contact lens each time was around 201 – 300 Baht. Most people used to monthly contact lens which made by Bausch & Lomb. Most of them were influenced by online advertising and choice the contact lens by themselves. They were also compare each brand before making a purchase. For the purpose of wearing contact lens was to solve the sight problem. There were totally 5 factors influencing people’s decision to purchase contact lens from facebook.com and a multiple linear regression equation. Listed below;

ŷ = 0. 408 (X5) + 0. 130 (X1) + 0. 087 (X3) + 0.077 (X2) ; R2 = 0.607

Researcher : Nutchaya Chaipadung
Degree : Master of Business Administration
Major : Human Resource Management
Advisor : Dr. Pichet Musikapodok
Fulltext: http://www.research-system.siam.edu/2013-12-20-04-25-20/5359-2018-04-07-04-37-62
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[fruitful_tab title=”46. Factors Influencing Buying Decision Process for Dietary Supplements of Gen Y Consumers in Thailand.”]

Abstract

This research aims 1) to study the factors affecting to buying decisions process of dietary supplements of Gen Y Consumers in Thailand. 2) to study the relationship model of marketing factors to make buying decisions of dietary supplements of Gen Y Consumers in Thailand. 3) to analyze the factors affecting to buying decisions process of dietary supplements of Gen Y Consumers in Thailand. This paper was a survey research in which a questionnaire was used to as an instrument to collect data via internet. Sample consisted of people consuming dietary supplements who can used internet. Sampling was done of 400 people with a purposive sampling method by descriptive statistics, the average percentage and standard deviation. The correlation was used to Pearson product moment correlation coefficient and a multiple linear regression with stepwise.
The results of the study showed that most of samples were female, 26-30 year old, single, occupation civil servant state enterprise employee, employed professionals with a bachelor’s degree, monthly income 30,000 baht or more, first objective of purchasing was maintain health, and received data from internet. Factors affecting to buying decisions process of dietary supplements were product price advertising and direct marketing. The result of correlation found that the marketing factors had positive correlation with the Gen Y Consumers in Thailand who bought of dietary supplements at the statistically significant level of 0.01. Analyzing the factors affecting to buying decisions process of dietary supplements of Gen Y Consumers in Thailand by multiple linear regression with stepwise found that marketing factors were affecting to buying decisions of dietary supplements with 4 variables and a multiple linear regression equation. Listed;
Buying decisions process of dietary supplements of Gen Y Consumers in Thailand = 0.907 + 0.346 advertising + 0.209 product + 0.108 price + 0.105 direct marketing (R2 = 0.442).

Researcher : Kankanok Chaipadung
Degree : Master of Business Administration
Major : Human Resource Management
Advisor : Dr. Pichet Musikapodok
Fulltext: http://www.research-system.siam.edu/2013-12-20-04-25-20/5358-2018-04-07-04-37-61

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[fruitful_tab title=”47. Marketing factors influencing decision to buy sports shoes brand pan at sport town shop central rama 3″]

Abstract

The objectives of research study were: 1) to study relationships between the marketing factors and customer purchasing decision of sports shoes brand pan at sport town shop central rama 3. 2) to study marketing factors influencing decision to buy sports shoes brand pan at sport town shop central rama 3. The populations used in the study were 400 people who were collected their data from questionaires and statistical processing, including Frequency Distribution, Percentage, Average and Standard Deviation. The results of hypothesis testing used Pearson product-moment correlation coefficient and Multiple regression analysis. The research results can be found out that:-
Most consumers were female with 41 – 50 years of age, worked in private companies, graduated with bachelor’s degree and their average monthly incomes were 10,001 – 20,000 Baht.
The marketing factors affected customer purchasing decision of sports shoes brand pan at sport town shop central rama 3 found that the overall was high level. The highest important was place. Secondly, it was physical evidence and the least important was brand associations.
Hypothesis testing revealed that the marketing factors of product, price, place, promotion, people, physical evidence, process and brand had positive correlation with customer purchasing decision of sports shoes brand pan at sport town shop central rama 3 at the statistical significant level of 0.05. In addition, the marketing factors – brand associations, product, promotion, people and price predicted customer purchasing decision of sports shoes brand pan at sport town shop central rama 3 (p-value 0.05)

Research Title : Marketing factors influencing decision to buy sports shoes brand pan at sport town shop central rama 3
Researcher : Miss Nawapon Teeraworamongkol
Degree : Master of Business Administration
Major : International Business Management
Advisor : Dr. Pichet Musikapodok
Fulltext: http://www.research-system.siam.edu/2013-12-20-04-25-20/5355-2018-04-07-04-37-58
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[fruitful_tab title=”48. Marketing Mix Factors Influencing to Decision of buy Fresh Coffee at Starbuck, Empire Tower.”]

Abstract

The objectives of research study were: 1) to study the importance’s level of marketing mix factors and customer purchasing decision of fresh coffee at starbuck, Empire Tower. 2) to study marketing mix factors influencing to customer purchasing decision of fresh coffee at starbuck, Empire Tower. The populations used in the study were 400 people who were collected their data from questionaires and statistical processing, including Frequency Distribution, Percentage, Average and Standard Deviation. The results of hypothesis testing used Pearson product-moment correlation coefficient and Multiple regression analysis. The research results can be found out that:-
Most consumers were female with 21 – 30 years of age, single status, worked in private companies, graduated with bachelor’s degree and average incomes 10,001 – 30,000 baht.
The marketing mix factors influenced customer purchasing decision of fresh coffee at starbuck, Empire Tower found that the overall was high level. The highest important was product. Secondly, it was people and the least important was price.
Hypothesis testing revealed that the marketing mix factors of product, price, place, promotion, people, process and physical evidence had positive correlation with customer purchasing decision of fresh coffee at starbuck, Empire Tower at the statistical significant level of 0.05. In addition, the marketing mix factors – product, place, promotion and price can predict customer purchasing decision of fresh coffee at starbuck, Empire Tower about 40.3 percent (p – 0.05).

Research Title : Marketing Mix Factors Influencing to Decision of buy Fresh Coffee at Starbuck, Empire Tower
Researcher : Miss Jirapipat Surasinghakaisorn
Degree : Master of Business Administration
Major : International Business Management
Advisor : Dr. Pichet Musikapodok
Fulltext: http://www.research-system.siam.edu/2013-12-20-04-25-20/5349-2018-04-07-04-37-57
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[fruitful_tab title=”49. Service Marketing Mix Factors Influencing customers’ decision to invest in Long Term Equity Fund (LTF) provided by Bangkok Bank, Big C Suksawat .”]

Abstract

This research study is aimed at examining factors influencing customers’ investments in Long Term Equity Fund (LTF) provided by Bangkok Bank, Big C Suksawat branch. A number of 390 participants are randomly selected using random sampling method. The tool utilized in data collection is a set of questionnaires. The approaches employed in data analytical procedures consist of statistics tools — frequency, percentage, mean, and standard deviation. The hypothesis is tested utilizing Multiple Regression Analysis method.

The findings and results indicate that the majority of the participants are males, aged ranging 26–35 years old, holding at least a Bachelor’s Degree. They work as private company employees, earning a monthly income of 20,001–30,000 baht, respectively. The significance of each marketing-mix factor affecting customers’ decision to invest in LTF provided by Bangkok Bank, Big C Suksawat branch is ranked as follows: Product plays the most important role ( = 4.60), followed by people ( = 4.48), place ( = 4.43), process ( = 4.34), physical evidence ( = 4.33), promotion ( = 4.23), while price plays the least important role ( = 4.17), respectively. Purchasing-decision stages that play parts in customers’ decision to invest in LTF provided by Bangkok Bank, Big C Suksawat are significantly ranked as follows: problem/need recognition ( = 4.47), evaluation of alternatives ( = 4.21), and information search ( = 4.17), respectively.
The tested hypothesis signifies that the following marketing-mix factors — product, people and price do influence customers’ investments in LTF provided by Bangkok Bank, Big C Suksawat branch at the 0.05 level of significance.

Keywords: Investment decision Long Term Equity Fund (LTF) Bangkok Bank:

Title : Service Marketing Mix Factors Influencing customers’ decision to invest in Long Term Equity Fund (LTF) provided by Bangkok Bank, Big C Suksawat branch
Author : Ms. Parichat Soparat
Major : Finance and Banking
Independent Study Advisor : Dr. Pichet Musikapoduk
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[fruitful_tab title=”50. Service quality dimensions affecting to purchasing decision of customers using Tesco Lotus Thailand online shopping channel.”]

Abstract

This research study is aimed at examining service quality dimensions affecting purchasing decision of customers using Tesco Lotus Thailand online shopping channel. The study is also aimed at analyzing relationship between service quality and purchasing decision as well as seeking for services provided by the department store that affect customer’s purchasing decision in shopping goods from Tesco Thailand’s online store. The tool utilized in data collection is a set of questionnaires. Data analytical procedures are conducted using statistics tools — frequency, percentage, mean and standard deviation. The Multiple Regression Analysis is utilized to test the hypothesis.
The findings and results indicate that the majority of the participants are females, aged ranging from 26–35 years old, holding at least a Bachelor’s Degree. Their marital status is single. They work as private company employees with a monthly income ranging from 10,001–20,000 baht, respectively. Online service quality dimensions affecting purchasing decision of customers using Tesco Lotus Thailand online shopping channel are ranked as follows: fulfillment ( = 4.55), compensation ( = 4.53), responsiveness ( = 4.51), system availability ( = 4.49) and contact ( = 4.32), respectively. The first three factors that affect purchasing decision of Tesco Thailand’s online customers are ranked as follows: Customers’ current lifestyles do have impact on purchasing decision when doing online shopping via Tesco’s website ( = 4.54), Attractive and well-arranged web page do affect purchasing decision ( = 4.47) and Customers are allowed to look for needed products and compare prices by themselves via Tesco’s online shopping channel ( = 4.42).

Keywords: Service quality Tesco Lotus Purchasing decision

Title : Service quality dimensions affecting to purchasing decision of customers using
Tesco Lotus Thailand online shopping channel
Author : Ms. Pacharaporn Dongwisad
Major : Finance and Banking
Independent Study Advisor : Dr. Pichet Musikapoduk

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[fruitful_tab title=”51. Service Quality that Influences Customer Loyalty of Thai Lion Air.”]

Abstract

The purpose of this research aims for: (1) study provide service quality of Thai Lion Air, and (2) study customer loyalty for using service with Thai Lion Air. The research was conducted by representative sample around 400 persons. Data were collected using questionnaire, frequency, percentage, mean, standard deviation, One-way Anova: f-test and Pearson Correlation for hypothesis testing.
The finding research was: majority of answerers are female average age between 21-29 years old, marital status is single, who has completed their education in Bachelor Degree, they career are an employee in private company and average income 20,001-40,000 per month. Otherwise, in provide service quality opinion of Thai Lion Air show that: (1) reliability, (2) reaction, (3) sureness, (4) comprehension, and (5) image. In addition to customer loyalty opinion of Thai Lion Air says that: (1) sensitivity for price factors, (2) word of mouth, (3) intent to purchase, and (4) complaint.
The hypothesis testing found that: provide service quality of Thai Lion Air in image, reliability, reaction, sureness and comprehension had influence for customer loyalty of Thai Lion Air in the level of statistical significance .05.
Majority of customer had opinion less on service quality with Thai Lion Air in flight attendant courteous. Therefore Thai Lion Air should be has training service program for staff to understand and provide the correct service. Furthermore customer loyalty opinion with Thai Lion Air less in complaint, so Airline should be expand contact information to customer for suggestion about service and Airline would be get the information to develop service as well.

Title : Service Quality that Influences Customer Loyalty of Thai Lion Air
Author : Mr. Cedric Tong Ecoffey
Degree : Master of Business Administration
Major : General Management
Advisor : Assoc.Prof.Dr.Jomphong Mongkolvanich

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[fruitful_tab title=”52. Factors Influencing the use of Electronic Payment via MyMo Pay Application of Government Savings Bank in Phayathai District, Bangkok.”]

Abstract

This research study aims to examine factors influencing online financial transaction via the Government Savings Bank’s MyMo Pay app in Phayathai district, Bangkok. It also aims to study relationship underlying factors related to use of online financial transaction via the Government Savings Bank’s MyMo Pay app in the respective area. A number of 400 participants are selected using random sampling method. A set of questionnaires is adopted to collect data. Statistics tools — frequency, percentage, mean and standard deviation — are employed in the data-analysis process. The multiple Regression Analysis is utilized in hypothesis-testing approach.

The findings and results imply that the majority of the participants are females aged ranging from 21 to 30 years old who hold at least a Bachelor’s Degree. Their marital status is single. They work as public officers. Their monthly income ranges from 15,000–30,000 baht. Factor that plays the most important role in using MyMo Pay app is opinion ( = 4.40), followed by reference ( = 4.30), trust ( = 4.29) and risk awareness ( = 4.28), respectively. The results indicating opinion regarding use of MyMo Pay app in the respective area imply that awareness on ease of use plays the most important role here ( = 4.49), followed by awareness on usefulness ( = 4.44) and usage intention ( = 4.33), respectively.

The tested hypothesis indicates that trust and risk awareness affect users’ online financial transaction via the Government Savings Bank’s MyMo Pay app at a level of significance of 0.05.

Keywords: Government Savings Bank, MyMo Pay app, Online financial transaction

Keyword : Retail Entrepreneur Financial Strategy Operation Performance

Title : Factors Influencing the use of Electronic Payment via MyMo Pay Application of Government Savings Bank in Phayathai District Bangkok.
Author : Ms. Dechapon Suansuk
Degree : Master of Business Administration
Major : Finance and Banking
Advisor : Dr. Pichet Musikapoduk

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