The Effect of Marketing Mix on Students’ Choice of Postgraduate Education in Buddhist Studies at Mahachulalongkornrajavidyalaya University

Abstract

In this research, the objectives were to study the Personal Factors of Graduate schools’ students who enrolled in the program of Buddhist Studies, Mahachulalongkornrajavidyalaya University and the marketing mixed factors affecting the making decision in pursuing graduate studies in the mentioned university. The research methodology employed in this research was a Quantitative one. 480 populations of Graduate school, Mahachulalongkornrajavidyalaya University who enrolled in the academic year of 2017 were purposively used. 218 populations were also used as its Sample through the technique of Taro Yamane and its confidence level was at .05. In this research, questionnaires concerning the marketing strategies based on Kotler’s, Boom & Bitner’s and Maringe’s ideas were used as the research tool. Percentage, Means and Standard Deviation were employed in the statistical analysis and then the Chi-Square Test was used to evaluate its relationship respectively.

In the research, it was clearly found that: 1) most of answered questionnaires were given by men more than women, their ages were approximately 40-49 and by and large they completed Bachelor degree and worked in the government sector/state enterprises where they earned 40,001 up in a month, 2) the marketing mixed factors were affecting the making decision in studying which were at most level averagely, in taking seven factors in each domain into account it was found that the highest average domain was of the production, personnel, price, place, process in service and physical aspect. In this, the promotion of market was of less average level respectively. As regards the test of hypothesis in this research, it clearly showed that the demographical factors of the Graduate school s’ students in terms of the educational level and the average income in each month were affecting student’s making decision in pursuing higher education of the program of Buddhist Studies, Mahachulalongkornrajavidyalaya University which were at .05 in the statistical significance.