FULL PAPER PROCEEDING Bangkok, Thailand...FULL PAPER PROCEEDING VERTEX RESEARCH SOCIETY 6 SCIENTIFIC COMMITTEE Mr Iain E Cant Virtual Engineering Centre, Warrington Dr. Norazlinda

FULL PAPER PROCEEDING

VERTEX RESEARCH SOCIETY

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Bangkok, Thailand



2

BOOK oF FULL

PAPER

PROCEEDINGS



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Full Paper Proceeding Book

2nd International Conference on Theoretical &

Practical Implications in Social Sciences and Business

Management (IPSBM-MAY-2019)

Bangkok, Thailand

May 09-10, 2019

ISBN: 978-969-670-861-3

Email: [email protected]

mailto:[email protected]



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All rights reserved. Without the consent of the publisher in

written, no individual or entity is allowed to reproduce, store

or transmit any part of this publication through any means or

in any possible form. For obtaining written permission of the

copyright holder for reproducing any part of the publication,

applications need to be submitted to the publisher.

Proceeding of the 2nd International Conference on

Theoretical & Practical Implications in Social Sciences and

Business Management (IPSBM)

Disclaimer

Authors have ensured sincerely that all the information given

in this book is accurate, true, comprehensive, and correct right

from the time it has been brought in writing. However, the

publishers, the editors, and the authors are not to be held

responsible for any kind of omission or error that might

appear later on, or for any injury, damage, loss, or financial

concerns that might arise as consequences of using the book.

The views of the contributors stated might serve a different

perspective than that of the VRS.



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2nd International Conference on Theoretical & Practical

Implications in Social Sciences

and Business Management

Venue: Novotel Bangkok Ploenchit Sukhumvit, Thailand



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SCIENTIFIC COMMITTEE

Mr Iain E Cant

Virtual Engineering Centre, Warrington

Dr. Norazlinda Saad

Universiti Utara Malaysia

Dr. Dimithri Devinda Jayagoda

Saegis Campus, Sri Lanka

Dr. Mohamed Hamdoun

CCBA, Dhofar University, Salalah, Oman



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ORGANIZING COMMITTEE

Dr.Balachandar S. Sayapathi (PHD)

Conference Chair

Muhammad Zahid Khan Muhammad Younis

Conference Coordinator



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CONFERENCE TRACKS

Social and Community Studies

Arts

Humanities

Civic and Political Studies

Cultural & Global Studies

Enviromental Srudies

Organizational Studies

Educational and Communication Studies

Economics, Finance & Accounting

Business and Management Studies



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Table of Contents

Scientific Committee…………………….…………………...

Organizing Committee…………………….…………………

Conference Tracks…………………………………….……..

Conference Chair Message……………………....................

Tourist Service Behavior Cruises in Thailand……………….

Buying Behavior via Online Shopping

Channels……..……….

Factors for Boosting Morale that Affect Personnel at Bangkok

Christian College…….……………….

Motivational Factors Affecting Job Morale of Professional

Nursesin a Private Hospital in

Samutprakarnprovince…..............

The Relationship between Quality of Work Life and

Employees Engagement in Crowne Plaza Hotel

Bangkok………..…..

Marketing mix factors affecting the decision making behavior

of selecting hotel in Province, Khon Kaen Thailand……….

Marketing mix factors which affect the purchase behavior of

Hydroponics………………………..



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Transportation factors for tourismThat affects quality

satisfaction Service of tourism business in Samut Prakan

province,Thailand…………………..

Marketing mix factors affecting the decision to buy obese

clothes online…………….

Motivational factors affecting job morale of Employees

MDX Public Company Limited…………….

Consumer Behavior on Buying Cosmetics through Facebook

Application………………………

The Rule of Relative Pricing: Case Studies of

Thailand…………….



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CONFERENCE CHAIR MESSAGE

Vertex Research Society is a platform that thrives to support

the worldwide scholarly community to analyze the role played

by the multidisciplinary innovations for the betterment of

human societies. It also encourages academicians,

practitioners, scientists, and scholars from various disciplines

to come together and share their ideas about how they can

make all the disciplines interact in an innovative way and to

sort out the way to minimize the effect of challenges faced by

the society. All the research work presented in this conference

is truly exceptional, promising, and effective. These

researches are designed to target the challenges that are faced

by various sub-domains of the social sciences and applied

sciences.

I would like to thank our honorable scientific and review

committee for giving their precious time to the review process

covering the papers presented in this conference. I am also

highly obliged to the participants for being a part of our

efforts to promote knowledge sharing and learning. We as

scholars make an integral part of the leading educated class of

the society that is responsible for benefitting the society with

their knowledge. Let's get over all sorts of discrimination and

take a look at the wider picture. Let's work together for the

welfare of humanity for making the world a harmonious place

to live and making it flourish in every aspect. Stay blessed.

Thank you.

Dr.Balachandar S. Sayapathi (PHD)

Conference Chair



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Tourist Service Quality Behavior Cruises in Thailand Mr. Arnupab Meesin, Dr. Watchara Yeesoontes

Graduate school of Kasembundit university, Bangkok

[email protected]

ABSTRACT

The study is intended to attitudes of consumers towards the travel and cruises in order to study the behavior of

consumers in the study by the cruise lines from a sample population groups in Bangkok. The total number of 325 people graduates from a variable factor party. Factor of the attitudes and behaviours of consumers. This is a tool used

in the study is a questionnaire which the quantitative data using statistical software (SPSS) in data analysis of

qualitative data analysis using the method of interactive data analysis. From the results of the study found that

personal factors affect different cruise lines behavior of the population in Bangkok are different. Test result by using correlation analysis found that personal factors, the model Chi-Square side to sex, age and education level is related

to the behavior of cruise travel, the population in Bangkok for different professional and personal factors, the average

revenue per de. NETeller is not correlated with the behavior of cruise lines in Bangkok and the attitudes that

influence the behavior of cruise lines in Bangkok. From the test results using the Regression statistics, found that the attitude factor consists of knowledge understanding feelings and behaviors. Influence the behavior of cruise lines

consist of 1), the duration of the cruise lines 2), cruise lines are suitable for the elderly and education. 3) find out

about the time before the trip. For this study shows that the travel habits of consumers Cruises can be used to assist in

planning and developing marketing strategies to fit with today's consumers. In order to further the tourism industry has Cruises.

Key words: behavior, attitude, cruise tourism consumers. Consumer behavior.

INTRODUCTION

Tourism Yacht with continuous growth from the number of tourists, cruises since 1990Up until

now Found that the number of cruise travelers has a continuous growth rate in all regions by more than

half are tourists from America Followed by the European Group and is expected to grow in the future.

Although the number of tourist cruises in Asia is not large, compared to other major regions If

considering the growth rate, it is found that rapid growth and interest from PATA (2010) and CLIA

(2014) data show that in 2010

The proportion of passengers traveling by cruise ship was only 2.4 percent and increased to 3.3

and 4.4 percent in 2013 and 2014, respectively, from the foregoing. Causing the study to be interested

in studying the behavior of the cruise ship's tourism in Bangkok To use the results from the study as a

guideline for planning and development To be consistent with the tourism behavior of the cruise ship

of the consumers and for the benefit of the interested person to use the information in the study In

addition, the results of the study can be seen that different personal factors such as gender, age,

occupation, education, income and consumer attitudes Effective and influencing the behavior of the

cruise ship.

Research objectives

To study the attitudes of consumers in Bangkok With a cruise ship tour To study consumer behavior in

Bangkok In a cruise ship tour

Assuming of a research base

Different personal factors are related to the behavior of the cruise ship. Attitude factors influence the

behavior of the cruise ship travel.

Scope of Research

1. The content of the study of attitude factors affecting the tourism behavior of the tourists in

Bangkok (Study personal factors, study attitudes based on the theory of Schiffmann & Kanuk and

study consumer behavior according to Philip Kotler's theory).



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2. The population studied from consumers who are citizens in Bangkok (Sample group) of 325

people (using the formula for calculating W.G. Cochran formula because the population is large and

does not know the exact population number from the calculation of the sample group of 323 people,

but in order to prevent errors, therefore increasing the number to 325 people).

The variables used in the research consisted

Independent variables (personal factors consisting of gender, age, education level, occupation

and average monthly income And attitude factors consisting of knowledge, understanding, feelings and

behavior of expression)

Factors of attitude, knowledge, understanding (Cognitive), affective, behavior (Conative)

Schiffmann & Kanuk's Theory

- Variable based (consumer behavior) in cruise ship tourism (Consumer Behavior: 6W1H) Philip

Kotler's theory.

RESEARCH MYTHOLOGY

Population and sample

1. Population used in this study The target population is defined as the population in Bangkok. The

sample of this study is 325 samples because the population is large and does not know the exact

population. Therefore, determine the sample population by using the sample size according to the

method of W.G. Cochran.

Research tools and data collection methods

In this study The researcher used questionnaires as a tool to collect data for use in the study of 325

samples.

With a structured questionnaire consisting of 4 important parts as follows:

- Part 1 Personal information is general information of respondents, education,

education level and income received per month. Is a measure of data to classify data into

groups according to the specified properties with many answers to choose from but the

respondents can choose only one answer The data that can be measured at this level use

simple statistics to calculate the percentage. In the data section, part 1 consists of a total

of 5 questions. It is a checklist.

- Part 2 is a questionnaire about consumer attitudes. Is a questionnaire on the subject

of Cognitive or Belief, Affective or Feeling and Conative or Behavior? Divide the score

of opinion level into 5 levels according to the Likert form. The questionnaire in the data

section, part 2 consists of a total of 3 large questions (14 sub-clauses) that are created as

questions. (Rating Scale) and in the estimation, the values are defined as follows.

Level 5 means the most important.

Level 4 means very important.

Level 3 means important.

Level 2 means less important

Level 1 means not important.

The evaluation of the analysis is divided into 5 levels by determining the criteria for determining the

average of each level as follows.

The average value is measured at the level of priority

4.51 - 5.00 5 most important

3.51 - 4.50 4 Very important

2.51 - 3.50 3 Important

1.51 - 2.50 2 less important

1.00 - 1.50 1 is not important

- Part 3 is a questionnaire about consumer behavior factors. Which is a question of the

question in question Who is the target group? Who wants consumers to buy what? Where

to buy / buy where? Where to buy or when to buy. When, why do consumers buy (Why)

who has ita How to make a question (Whom). (Nominal Scal) Is a measure of data to

classify data into groups according to the specified properties with many answers to

choose from but the respondents can choose only one answer The measured data at this



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level use simple statistics to calculate the percentage. In the data section, part 3 consists of

a total of 9 questions.

- Part 4 is the information / suggestions of the respondents as an open-ended question form

for the respondents to express their opinions and provide useful suggestions for.

So that the questionnaire can be standardized and reliable The researcher brought the questionnaire to 3

experts to help validate the accuracy (Validity).

By using the IOC for advice or parts that need to be solved to be used to improve and add to the

questionnaire to be consistent with the objectives of the study before being used in data collection by

taking a questionnaire To improve, conduct tests with 30 representative groups to analyze reliability

(Reliability) to improve Again before being used to collect data from the sample group which has the

following reliability.

Reliability Statistics

Cronbach's Alpha N of Items

.795 14

DATA ANALYSIS

Statistics used in data analysis

1. Descriptive statistics using Percentage and Mean (Mean) to describe demographic data of

respondents and various variables.

2. Inferential statistics are used to test hypotheses by using T-Test and ANOVA to test the differences

and use Coefficient Regression and Correlation to find relationships.

Research result

1. Personal information

The total number of respondents was 325 persons. It was found that 67.1% of the population in

Bangkok who responded to the questionnaire was mostly female, aged between 31-40 years,

accounting for 35.4%. Accounted for 69.8 percent, engaged in private company employees Accounted

for 58.2 percent and the average monthly income between 20,000-30,000 baht, equivalent to 43.1

percent

Summary of the results from the study of attitude factors

Summary of knowledge and understanding (Cognitive or Belief) Summary of the results of the

study found that the overall average of the level of opinion of the attitude of tourism on the cruise ship

in knowledge and understanding is very important. There are 4 items, consisting of 1) Cruises are

equipped with 2 facilities. Cruises travel offers a variety of services and recreation. 3) Cruises have a

long journey and 4) Cruises have a variety of routes, respectively.

Summary of Feelings (Affective or Feeling) Summary of the results from the study of information

Found that the overall average of the opinion level of attitude about cruise travel Feeling There are 4

important items, including 1) Cruises are comfortable. 2) Cruises have a large number of tourists. 3)

Cruises are suitable for families and 4) Cruises are highly safe, respectively, with a significant level.

There are 1 program: Cruises, suitable for seniors.

The behavioral data (Conative or Behavior) summarizes the results from the study data. Found that

the overall level of attitudes about travel via cruise ship. The behavior in total there are 5 important

items include a study to find out about the cost and the route of the ship prior to departure. To find

information about the cruise companies that want to travel. To find information about the weather

before you go. To find out about the travel time of your flight. Cruises and tours can find information

from the Internet, respectively.

The results of the overall attitude. The study data The average overall priority of factors, attitudes

about tourism Cruises population in Bangkok. In total there are 3 important items: 1) the behavior



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(Conative or Behavior) 2) knowledge and understanding (Cognitive or Belief), and 3) the sense

(Affective or Feeling), respectively.

3. The hypothesis test results

Hypothesis 1 Personal factors correlate with the cruise tourism behavior of the population in

Bangkok. Test results using Chi-Square correlation analysis showed that personal factors in terms of

gender, age and education level There is a relationship with the cruise ship's tourism behavior in

Bangkok. For personal factors, career and average monthly income There is no correlation with the

cruise tourism behavior of the population in Bangkok.

Hypothesis 2: Attitude factors influence the cruise tourism behavior of the population in Bangkok.

The results of the test using Regression statistics showed that cognitive or Belief, Affective or Feeling

and Conatvie or Behavior influences the behavior of the cruise ship, consisting of 1) distance Time to

travel in the cruise. 2) Cruises are suitable for the elderly. 3) Find information about travel time before

traveling with a Sig value of 0.007 0.0. 24 and 0.026 respectively.

Regression 0.05

ปัจจยัทศันคต ิ

Unstandardized

Coefficients

Standardiz

ed

Coefficient

s t Sig.

effect

B Std.

Error Beta

(Cognitive or Belief)

1period of timeIn tourism Cruise ship 5394.48

7 1974.323 .158 2.732 .007 Related

2. Cruises have a variety of routes. 729.468 2094.610 .024 .348 .728 no

3. Cruises travel offers services and recreation. -

1540.19

0

2804.814 -.043 -.549 .583 no

4. Cruises have complete facilities. 3917.54

2 3047.648 .100 1.285 .200 no

(Affective or Feeling)

1. tourism Cruise ship With comfort -

211.897 2794.343 -.005 -.076 .940 no

2. Travel way Cruise shipHigh security -

3119.60

9

2355.625 -.093 -1.324 .186 no

3. tourism cruise ship has many of tourists 2091.10

8 2197.661 .059 .952 .342 no

4. Cruises are suitable for families. -

2531.54

1969.997 -.081 -1.285 .200 no



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8

5. Cruises are suitable for seniors. 4092.85

6 1801.410 .144 2.272 .024 related

(Conative or Behavior)

1. Cruises travel, find information from the

internet 37.399 2611.026 .001 .014 .989 no

2. Find information about travel time before

traveling.

7359.03

5 3297.731 .184 2.232 .026 related

3. Find information about weather conditions

before traveling.

-

3313.93

4

2937.363 -.089 -1.128 .260 no

4. Find information about cruise companies that

want to travel.

2932.25

6 3007.390 .076 .975 .330 no

5. Study the cost and route information of the

boat before traveling.

-

1116.42

7

3195.704 -.026 -.349 .727 no

The hypothesis that 3 attitude factors correlated with tourism boat cruise of the population in Bangkok.

Experimental results of two. Analysis of the correlation coefficient (see Pearson Correlations), it was

found that the factors of the attitude toward behavior relationship surfing the marlin. Long boat cruise

tourism boat cruise related to behavior in the same direction, the study is to find information about

time. The journey before the trip. The tourism boat. And boat trips for the elderly happy by coefficient

of correlation at the level of 0.182 * * * * * * 0.169 0.103 respectively.

Table showing the analysis of hypothesis 3 The relationship between the attitude factors that are

related to the tourism behavior of the cruise ship

Pearson Correlations

* 95% confidence level, error 0.05

** 99% confidence level, error 0.01

Cruise ship attitude

Overall travel behavior of the cruise ship

Pearson direct No.

Study to find information about travel time before traveling. 0.182** Same direction 1

period of time In tourism Yacht 0.169** Same direction 2

Cruises are suitable for seniors. 0.103** Same direction 3



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DISCUSSIONS

The study of attitudes and behaviors in cruise ship tourism of the population in Bangkok The

researcher has issues to discuss the results.

- Personal factors that are related to the behavior of cruises

- Personal factors or demographic characteristics, including gender, relationships with

individuals and factors that are important, age and education level Have a relationship

Personal factors, factors that give importance to travel, cruises, in terms of occupation and

income, are not related to travel, groups of people, tourist information, days, months,

periods. And the country of the cruise ship travel of the population in Bangkok

- Attitude factors influence travel behavior on cruise ships

- Cognitive or Belief factors related to travel time in cruise ships Affective or Feeling about

travel on a cruise ship, suitable for seniors and behavioral aspects (Conative or Behavior)

about education, find information about travel time before traveling Which is an attitude

factor that influences the travel behavior of the cruise ship

- Attitude factors are related to the cruise ship behavior

- Attitude factors regarding education, finding information about travel time before

traveling Cruises and cruise ship travel, suitable for seniors There is a relationship in the

same direction as the cruise ship's overall tourism behavior in line with the research of

Warathip Thammasakit. (BE2546) studying the attitudes and behaviors of tourists using

the cruise service

Suggestions from the study, the students have suggestions for the following benefits.

From studying the attitudes and behaviors of the cruise ship tourist population in the Bangkok area, the

studyers have suggested for the following benefits.

1. (Cognitive or Belief)

Aspects to be supported are the duration of the cruise tourism. Studies have shown that subjects with a

focus on time travel a lot. The cruise ship tourism has long range. And issues that should be resolved

with the update is supposed to surf tour is not too wide. There should be publicity and information

about amenities, service and recreational activities on a cruise with what travelers are provided. That

the ship is not boring. To create interest and attract tourists in cruise travel.

2. (Affective or Feeling)

The issue that should be supported is that the cruise travel is suitable for the elderly. The study shows

that most tourists are older travelers. And issues that should be addressed should be publicized to

understand that cruise travel is suitable for all ages, such as family travel or group travel. Cruises have

a high security system. With comfort Cruises are large, able to adequately accommodate tourists and do

not have too much congestion or overload.

3. (Conative or Behavior)

The issue that should be supported is to study information about travel time before traveling. The study

shows that the sample group has knowledge and understanding in studying and finding information

before traveling. And the issues that should be improved are public relations about the time and

traveling time, such as which season is suitable for travel and which routes should travel. There should

be articles, pictures, preparation methods, suggestions about surfing at the cruise ship into the internet.

Social media for tourists or general people to search and make decisions Which is a way to increase the

convenience of finding information Communication channels and also create sales.

SUGGESTIONS FOR FURTHER STUDY

There should be a study of tourist’s behavior in the selection of travel by cruise, such as the route of

the cruise, price, booking method, selection of room types on the cruise Time and date of travel to

study how tourists behave in choosing

There should be a study of communication channels such as using social media. Travel programs in

various media such as television, travel magazines Tourism Travel Agent or people who influence



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consumers like Blogger Youtuber to study whether tourists or the general public are interested or like

to receive information from any type of communication channel and also why

There should be a study of marketing ingredients and consumer behavior. In order to bring the

study results to help in planning the marketing strategy to suit the current consumer groups and to

develop and expand the business of tourism in the future cruise ship.

REFERENCES

Tourism Authority of Thailand. (2015). Survey of Thai tourists in 2015. Bangkok, Thailand: Tourism

Authority of Thailand.

Kotler, P. (2003). Stimulus-response theory. New Jersey, NY: Prentice-Hall, Inc.

Kotler, P. & Amstrong, G. (2011). Lead the market. New Jersey, NY: Prentice-Hall, Inc.

Siriwan, S. (2003). Marketing for environment. Bangkok, Thailand: Educational Development;

Schiffman, & Kanuk. (2007). The attitude structure model (Attitude structure model).

Wittawat, R. (2002). The amount that affects consumer behavior.

Warathip, T. (2003). Study of the attitude and tourism behavior of cruises.



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Buying Behavior via Online Shopping Channels

Miss Chayapha Prakitchokchai1, Dr. Watchara Yeesoontes2, Dr. Tosaporn Mahamud3

Graduate School of Kasembundit University, Bangkok

[email protected]

ABSTRACT

The study of marketing mix factors affecting shopping behavior via online shopping channel is to study marketing mix factors affecting shopping behavior via online shopping channels and to Studying consumer behavior, buying products via online

shopping channels The study method is a quantitative study using 349 questionnaires as a study tool. The statistics used in data analysis

were percentage, mean and hypothesis test using Chi-square to test the relationship using Regression. The results of the study showed

that most were female. Between 34-41 years with a single status Have a career as a private employee Graduated with a bachelor's degree and has a monthly income of between 20,001 -30,000 baht. The marketing mix factors affecting product purchasing behavior

through online shopping channels, the overall picture is at a high level of importance. Price products Distribution Marketing Promotion

in personnel, process, service and in terms of physical characteristics, which is of high importance to all levels, information on consumer

behavior, product purchases through online shopping channels, found that the type of product purchased was the most. Clothing / apparel products The most frequently used channel is Facebook. Purchases 2-3 times a month. Incentives to buy products Because of

Convenience The product purchase time is 21.00-24.00 hrs. The person who has influence in purchasing the product is himself.

Purchase an average of 1,000 baht. The hypothesis testing found that personal factors in terms of sex, age, education level, occupation,

status and income there is no relationship with the shopping behavior through online shopping channels and product marketing mix factors. Variety of products, price, price is cheaper than buying through other channels in terms of marketing promotion, there are sales

promotion activities that meet the needs such as reducing, exchanging, giving away, free for personnel. The seller can answer questions

and solve immediate problems. In the process of providing services, i.e., can contact the seller easily. Influencing consumer behavior, shopping through online shopping channels and distribution and physical aspects Does not influence consumer behavior, shopping

through online shopping channels. Suggestions from product studies Product Distributor There should be a selection of quality products,

specifying the details of the product. And must show the image of the product clearly The price should determine the price of the

product to suit the quality. Distribution Should pay attention to the delivery of products on time and should have distribution channels for a variety of channels Marketing Promotion There should be sales promotion activities for personnel, selection of talented and

reliable personnel. And able to solve immediate problems well for the process, the payment details should be clearly stated. And buyers

can easily contact the seller and the physical characteristics and presentation Must show the details of the product to be up-to-date at all

times.

Keywords: Online Shopping.

INTRODUCTION

From past to present Human information communication has been Changes are constantly evolving by the

important things that causeA lot of changes are technology and nowadays Technology has become a necessity in human

daily life. The technology that humans use to communicate with each other has many ways. One of them is Social media,

which is a way for people to communicate information in every area.

Until creating a new type of business, that is, business through online society, also known as E-

Commerce business, which is a business channel that enables entrepreneurs to reach customers more quickly.

By using the internet as a medium The e-commerce business has started to gain more interest in Thailand over

the past several years. Due to the advancement of technology in communication, people began to have channels

To access products and services More on the internet Whether it is Facebook, Line, Instragram or other

website stores Therefore, entrepreneurs in modern times need to know to use online society to benefit their

business. By using it as a tool to generate more sales If used correctly, it will become a channel that can make

the business grow. At present, many entrepreneurs have started to expand their businesses from having offline

stores to online stores. While most new business owners have only online storefront pages.

Because this online channel does not require high investment as offline storefront and can also be opened

for sale 2 4 hours Makes communication between data via the internet convenient and faster than in the past

Combined with devices used to access the internet, such as smartphones or computers with cheaper prices,

allowing consumers to buy Can be easily owned Resulting in consumers having access to the internet at any

time.

Based on the survey of internet usage behavior of the Electronic Transactions Development Agency

(Public Organization) in 201 6 found that Thai people have an average of 6 .4 hours of internet usage per day.

Bangkok The device that accesses the internet first is a smartphone, followed by a personal computer. Popular



20

activities in using the internet Is the use of social media, followed by Online Shopping and selling products

online The top three most popular social media sites are Youtube, Facebook and Line (WE ARE SOCIAL LTD,

20 1 6) and survey of consumer behavior regarding internet usage and social media in Thailand. Found that the

growth rate of internet users and social media online in Thailand, from 2015-2016, the number of internet users

grew by 2 1 % . The number of social media users grew by 1 9 % . The number of registered phone numbers

decreased by 15% . The use of social media on smartphones grew 21 percent. From the information mentioned

above The researcher therefore is interested in studying the marketing mix factors that affect the shopping

behavior via online shopping channels. To be a guideline for marketing and product distribution through online

shopping channels to provide customers with the highest satisfaction.

Research objectives

To study the marketing mix factors that influence purchasing behavior via online shopping channels in the

form of online shopping and to study consumer behavior, shopping through online shopping channels.

Hypothesis

Hypothesis 1 Personal factors are related to shopping behavior via online shopping.

Hypothesis 2 Marketing mix factors influence consumer behavior, shopping through online shopping

channels.

Scope of research

1. Content Study the concepts, theories about marketing mix, including product, price, place, promotion,

people, process and physical and presentation, and concepts Consumer behavior theory consists of 6 W + 1H.

2 . The population used in the study is those who buy products online. In the form of online shopping

Using 349 samples (calculate the sample number by W.G. cochram method).

3. The duration of this study since the month March - September 2018.

TOOLS USED IN RESEARCH STUDIES

The tools used in this study were the questionnaire used as a tool to collect data by the students

themselves. The structure of the questionnaire consisted of 3 important parts as follows:

Part 1 Personal information Is general information of respondents It is a question of gender, age, status,

education level, occupation and income. Creating a question is a nominal scale. It is a measure of data to divide

the data into groups according to the specified properties. With many answers to choose from but the

respondents can choose only one answer The data that can be measured at this level use statistics, ie the

percentage is a checklist.

Part 2 is a questionnaire. Opinions about marketing mix factors that influence the buying behavior via

online shopping channels which is the question of the score type divided the score of priority level into 5 levels

according to the Likert form. The questionnaire created is a question of type of rating scale (Rating Scale)

Part 3 is a questionnaire. About consumer behavior in purchasing products online Which is a question of

the type that is consumer behavior data for buying products online Creating a question characteristic is a

Nominal Scale with multiple answers to choose from. But the respondents can choose only one answer

Measured data at this level use simple statistics to calculate which percentage is a checklist.

The examination of this created questionnaire was sent to the advisor to check the text, language content,

clarity and accuracy in accordance with the issues studied and then used to improve. Conducted tests with a

group of 3 0 people. The results were updated again before being used to collect data from the sample group.

Tool quality inspection The researcher used a questionnaire created for the research study to test the accuracy

and confidence. (Reliability) Finding the accuracy by using a questionnaire created by the researcher to verify

the accuracy according to the content from 3 experts. After that, it was used to find the consistency index (IOC).

How to collect data

Information collected from Study and research from various sources including textbooks, documents and

other research results associated Information obtained from the respondents of the target group conducting a

check of completeness and can be further analyzed.

Data processing and analysis



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Data processing by computer program by percentage ratio and mean (Microsoft) Excel program which is

a program and bring the results to be presented for analysis according to the characteristics of various variables


1. Descriptive Statistics The statistics used are percentage, mean (Mean) to describe

demographic data of respondents and various variables.

2. Inference statistics using Chi-square to test the relationship between personal factors and the

purchasing behavior via online shopping channels of consumers and use Regression to analyze the

marketing mix factors that influence behavior. Buy products through online shopping channels.

CONCLUSION OF RESEARCH

Personal information of respondents

A total of 349 respondents found that most were female. Aged between 34-41 years. Having a single status,

having a career as a private employee Graduated with a bachelor's degree and has monthly income between

20,001 -30,000 baht.

Consumer behavior data on product purchases via online shopping channels

From the analysis of data, it was found that the type of product purchased through the online shopping

channel is the most. Clothing / apparel products The most frequently used channel is Facebook. The frequency

of buying products via online shopping channels is 2 -3 times a month. The motivation to buy products because

of convenience. The time to buy products is from 21.00 - 24.00 hrs. The influential people in buying products

are them.

Information on marketing mix factors affecting shopping behavior via online shopping channels with the

following details:

3.1 On the product side, the results showed that the overall picture was at a very important level with

Comments are in the high level. 5 items are quality products. There is a complete description of the

product. Clearly showing the product image Brand Reputation and products are different from general

stores.

3 . 2 In terms of price, the results showed that the overall picture was at a very important level with

comments in 2 levels of importance are price, suitable for product quality and cheaper than buying

through other channels.

3 . 3 Distribution The results showed that the overall picture was at a very important level with . The

opinions are in the 4 important levels, namely, on time delivery. There are various delivery methods.

Can access multiple stores and easily remember shop names.

3.4 Marketing promotion The results showed that the overall picture was at a very important level with.

The opinions are in two very important levels, namely, sales promotion activities that meet the needs

such as reducing, exchanging, giving away and having public relations according to other media

regularly.

3.5 Personnel The results of the study found that the overall picture is at a very important level. With

comments. At a very important level, 3 items are reliable sellers. Able to answer questions and solve

fever, immediate problems and the seller is friendly, hospitable.

3.6 Service process The results showed that the overall picture was at a very important level with. The

opinions are in the 5 important levels, which are informing the details. Can contact the seller

conveniently There are clear payment channels. There is no complicated selection procedure and can be

returned. If receiving the product does not match the specified .

3 . 7 In terms of physical characteristics, the results showed that the overall picture was at a very

important level with. Comments are in the very important level. 3 items consist of product information



22

with modernity. There is a collection of product categories that are easy to buy and have complete seller

information.



23

Overview of marketing mix factors

Illustration 1 Overview of marketing mix factors

From Figure 1 shows the importance of factors relating to the overall marketing mix factors from the

study of data, found that The overall average of the importance of marketing mix factors is at a high

level (average = 3 . 8 9 ) . Overall, the marketing mix factor in the high level of 7 items is the service

process with the mean = 4.11. The personnel has an average = 4.03. The distribution has an average =

3 .9 6 . There are physical characteristics, average = 3 .9 6 , product side. With the average = 3 .9 0 , the

average price = 3.73, and the marketing promotion has an average = 3.60 respectively.

Hypothesis testing

Hypothesis 1 Personal factor are related to shopping behavior via online shopping.

Shopping behavior

Via online shopping

sex

sig

Age

sig

status

sig

occupa

tion

sig

educatio

n

sig

income

sig

Most types of products purchased

via online shopping

0.156 0.489 0.345 0.214 0.627 0.358

Buy products through online

shopping channels most often.

0.140 0.318 0.311 0.846 0.231 0.323

Frequency of shopping through

online shopping

0.894 0.946 13 0.42 0.119 0.116

Motivation to shop online 0.733 0.525 0.695 0.777 0.043 0.260

Time to shop online via shopping. 0.954 0.449 .091 0.311 0.107 0.328

People who have an influence in

buying products via online shopping

0.113 0.469 .429 0.293 0.191 0.141

* Sig < 0.05

From the study, it was found that personal factors in terms of sex, age, education level, occupation, status and income

were not related to shopping behavior via online shopping channels.

Hypothesis 2 Marketing mix factors influence consumer behavior, shopping through online shopping channels

Average

(3.89)

Service process

Personnel

Distribution

Physical

characteristics

Product

Price

Marketing promotion



24

Marketing mix factors influencing consumer

behavior, shopping through online shopping channels B

Std.

Error Beta t Sig.

constant 2.137 .231 9.245 .000

Product

Brand reputation and trust -.050 .054 -.063 -.911 .363

Variety of products .200 .070 .269 2.851 .005*

There is a complete description of the product -.083 .073 -.117 -1.140 .255

Display the product image clearly -.088 .071 -.119 -1.246 .214

Products are different from general stores. .049 .055 .069 .903 .367

Price

Reasonable price for product quality .022 .057 .030 .379 .705

Is cheaper than buying through other channels .127 .046 .190 2.787 .006*

Distribution

Can access a variety of stores .035 .066 .043 .528 .598

Store name easily recognizable -.014 .048 -.020 -.292 .770

There are many delivery services .042 .078 .048 .539 .590

On time delivery .022 .078 .027 .279 .780

Marketing promotion

There is public relations according to other media

regularly.

.044 .058 .059 .766 .444

There are promotional activities that meet the

needs, such as reducing, redeeming, giving away.

.131 .051 .190 2.587 .010*

Personnel

Good-natured seller Be friendly with buyers -.015 .074 -.020 -.197 .844

Sellers can answer questions and solve immediate

problems.

-.208 .081 -.280 -2.576 .010*

The seller is reliable. -.028 .072 -.038 -.382 .702

Service process

There is a simple selection process that is not

complicated.

.139 .076 .184 1.823 .069

There are various payment channels. -.050 .077 -.065 -.641 .522

With clear payment details .064 .088 .074 .733 .464

Can change or return the product If the product

does not match the specified

-.052 .067 -.086 -.784 .434

Marketing mix factors influencing consumer

behavior, shopping through online shopping channels B

Std.

Error Beta t Sig.

Can contact the seller conveniently .202 .077 .277 2.608 .010*

Physical characteristics

There are product categories that are easy to buy. -.032 .068 -.040 -.466 .641

Modern product information .032 .064 .042 .499 .618

Complete information of the seller -.131 .062 -.194 -2.106 .036

From the study, it was found that the marketing mix factors influenced consumer behavior. The purchase of

products through online shopping channels consisted of Product I.e. variety of products, price, price is cheaper

than buying through other channels in terms of marketing promotion, there are sales promotion activities that

meet the needs, such as reducing, exchanging, giving away. Personnel, such as sellers, can answer questions and

solve immediate problems. In the process of providing services, you can easily contact the seller. Influencing

consumer behavior, shopping through online shopping channels at the significance level 0.05 for the distribution

and physical characteristics Does not influence consumer behavior, shopping through online shopping channels

Discussion of results

Research on marketing mix factors affecting product purchasing behavior via channels Online shopping The

study has the following issues to be discussed.

1 . Marketing mix factors that influence the purchase of products through online shopping channels. Products

include a variety of products. Is in a very important level, consistent with the research of Pulanachadej Manon



25

(2013) studying the decision to buy products via social media online in a limited time period The results showed

that the product has a variety of fruits, with an average of 4.03 (S.D = 0.827) in a very important level.

2 . Marketing mix factors that influence the purchase of products through online shopping channels, the price is

cheaper than buying through other channels. Is in a very important level, consistent with the research of

Pulanachadej Manon (2013), studying the decision to buy products through social media networks for a limited

period. The external average is 3.89 (SD = 0.882) in a very important level.

3. Marketing mix factors that have an impact on product purchases via shopping channels in terms of marketing

promotion, there are sales promotion activities that meet the needs, such as reducing, exchanging, giving away,

and being in a very important level, in line with the research of Pulanachadej Manon (2 0 1 3 ) . Through social

media online for a limited period of time. The results of the study found that in the promotion of marketing The

discounted promotion has an average of 3.88 (S.D = 0.89) at a very important level.

4 . Marketing mix factors influencing the purchase of products through online shopping channels for personnel

Namely, the seller can answer questions and solve immediate problems at a very important level, in line with

Piyamaporn Choochun (2016) studying the factors that influence the decision to make a purchase through social

media. The seller or the shop owner can answer questions and solve immediate problems with an average of

4.24 (SD = 077) in a very important level.

5 . Marketing mix factors influencing the purchase of products through online shopping channels in the process

of providing services such as being able to contact the seller conveniently at a very important level, in line with

Piyamaporn Choochun (2016) Study the factors that influence the decision to buy products via social media The

study found that the service process can contact the seller or the shop owner with an average of 4.29 (S.D = 079)

in a very important level.

SUGGESTIONS FROM THE STUDY

- Product Distributor of products through online shopping channels Should select quality products for sale

online by specifying the details of the product and clearly display the product image

-The price of product distributors through online shopping channels Should determine the price of the product to

suit the quality not higher than the competition

-Distribution Distributor of products through online shopping channels Should pay attention to the delivery of

products on time with various delivery channels to choose from

-Marketing Promotion Distributor of products through online shopping channels Should promote sales

activities, such as reducing, exchanging, giving away, to create incentives for purchasing decisions

-The personnel who distribute products through online shopping channels Should select capable and reliable

personnel and able to solve immediate problems well

-Process Distributor of products through online shopping channels there should be clear payment details. And

buyers can conveniently contact the seller

-Physical characteristics and presentation The distributor of products through the online shopping channel

should show the details of the products offered through the website at all times.

REFERENCING

Tawi. T. (2556) Factors affecting work motivation of employees of KCE electronics public company limited

(Independent study and research). Ramkhamhaeng University, Bangkok, Thailand.

Glimmer, V. B. (1967). Industrial psychology. New York, NY: McGraw-Hill.

Herzberg, F. (1959). The motivation of work. New York, NY: John Wiley & Son.

Kotler, P. & Keller, K. L. (2016). Kotler & Keller marketing management. New York, NY: Pearson Education

Limited.

Surankna, K. (2557). Study factors relating to decision making to select Chinese hospitality business in Phuket

(Master thesis). Prince of Songkla University, Hat Yai, Thailand.

Xie, K. (2556). Study behavior and marketing mix that influences the decision of Chinese tourists to choose

tourism in Bangkok (Master thesis). Nakhon Pathom Rajabhat University, Nakhon Pathom, Thailand.

Patcha, T. (2559) Study on factors affecting the choice of travel agency services. population in Bangkok and the

provinces (Master thesis). Thammasat University, Bangkok, Thailand.



26

Morale Boosting Factors Affecting Work Performance of Teacher of Bangkok

Christian College

Dr. Wachara Yesuntees1, Mrs. Nuanchavee Damri2

Graduate school of Kasembundit University, Bangkok

[email protected]

ABSTRACT

The Purpose of this research was to examine motivational factors that affect the morale of teachers in

Bangkok Christian College. The instrument used to Primary Data and Secondary Data population 320 people

sampled 178 people ccollect data was a questionnaire responded. To analyze the results, the computer program

was used to find frequency and percentage distributions, mean and standard deviation Hypothesis testing, t-test and

one-way ANOVA. Were employed to determine the differences. The Least Significant Difference (LSD) is used

to find differences between two groups. The summary of findings suggests that the motivational factors that affect

the morale in job performance are the creative and challenging aspects followed by job responsibility and job

success. Overall, the morale of the teachers in Bangkok Christian College is very high. The results of the

correlation analysis showed that all factors correlated with the morale of the positive work in all aspects.

Key Words: Motivational Factors.

INTRODUCTION

Personnel development is absolutely necessary to strengthen morale in the workplace. Due to the

rapid changes present in all aspects, personnel development is required along with organizational

development. Key elements in the development of executive resources, including manpower, budget,

materials, equipment and management methods Human resources or manpower are the most important

resources. Education management is a process. And is a tool for developing knowledge, ideas, values,

as well as the virtues and behaviors of individuals in order to be good citizens with quality and

enabling the potential in the people to be fully developed, allowing people to think, analyze, recognize,

solve problems, have creative ideas Learn to learn Know to be self-reliant and be able to live happily in

society. Piyapong wong anutarong (2547:15) Said that if the person in the organization is dissatisfied

with the work Lack of morale and encouragement will result in lower work efficiency. Sometimes it

will stop the job, avoid the resignation, which will cause the work to be delayed or lose work. The

teachers will work according to their roles, duties and missions to be effective. Teachers must have

good morale, receive various responses appropriately because of morale causing cooperation in work.

Make people disciplined to follow the rules of the regulations, have better understanding of the

organization Have initiative in various activities Have confidence in their own organization Making the

organization strong And can overcome obstacles while pongnop pungapang (2544:232) Mentioning the

morale that can occur within the workplace, more or less, depends on the personnel management policy

of the senior management that will cause serious interest And sincere to continue to lead to morale.

Lack of work morale Causing teachers and educational personnel to lack enthusiasm Lack of

creativity These things directly affect the efficiency and effectiveness of Educational institutions, but

things that cannot be overlooked are Motivation Therefore, teachers are considered important

personnel. Therefore, the study is interested in studying the factors of enhancing the morale that affect

the performance of personnel of Bangkok Christian College. To create morale in the work for teachers

in educational institutions Have understanding of factors or elements that affect morale in the work

Which can be considered as an important part of successful personnel management from this research,

the school administrators can adjust the management style. To allow teachers to be willing to devote

their physical strength and encouragement to work for educational institutions.



27

From the above mentioned Therefore, the students are interested in studying the factors of

enhancing morale that affect the performance of personnel of Bangkok Christian College to know the

information and related factors to be used to improve and led to the guidelines for creating morale in

the work of Bangkok Christian College students.

Research objectives

1. To compare personal factors and work morale of school personnel

Bangkok Christian College

2. To study the relationship between factors in enhancing morale that affect the performance of

personnel of Bangkok Christian College

3. To study the morale boosting factors affecting the performance of school personnel


Hypothesis

1. Different personal factors affect different morale in the performance.

2. Factors in enhancing morale are related to the morale of the personnel of Bangkok Christian College.

3. The morale boosting factor influences the performance of school personnel.


Expected benefits

1. Know the personal factors that affect the morale of the school personnel.


2. Knowing the level of morale boosting factors that affect the performance of personnel of

Bangkok Christian College.

3. Knowing the relationship between factors in enhancing morale that affect the performance of

personnel of Bangkok Christian College.

4. To use the results from the study to be a guideline for the development of work improvement in

order to strengthen the morale that affects the performance of Bangkok Christian College

personnel in the next work.

SCOPE OF RESEARCH

This study has the scope of research as follows: Content scope: To study the factors of

enhancing morale affecting the performance of personnel at Bangkok Christian College, the variables

used in the research consisted of Independent Variables include personal factors, including gender, age,

marital status, educational background, work experience income per month Factors in enhancing

morale 8 aspects, consisting of salary for the appropriate job Trying to build a good relationship in the

organization The supervisor must manage the work in a democratic way. Provide appropriate working

conditions The supervisor is a good example. Compliment and exhort the opportunity Promotion

Dependent Variables are the morale of the personnel of Bangkok Christian College. The level of

consistency of work Lack of work or leave Resignation or requesting a job transfer.

Population scope of research

Population used in research is Personnel Teacher Bangkok Christian College The total number

of 320 people in this research group is Bangkok school teachers. Christian College A total of 178

sample sizes were determined using Yamane's calculation (Yamane, 1967: 886) under 95% confidence,

allowing 5% tolerance using sampling methods (Simple Random Sampling).

Research framework

Independent variables



28

- Personal factors sex Age Marital Status Education Work Experience Monthly income

- Factors for enhancing morale Salary Provide appropriate work Trying to create a good

relationship for the new agency. The supervisor must manage the work in a democratic

way. Provide appropriate working condition the supervisor must be a good example.

Compliment and admonish on the occasion Promotion Promote

Variable

- Morale in the operation

- 1. The level of consistency of work

- 2. Lack of work or leave for various jobs

- 3. Resignation or requesting a transfer

RESEARCH RESULT DISCUSSION, RESULTS AND SUGGESTIONS

Conclusion

The study of morale boosting factors affecting the performance of personnel of Bangkok

Christian College The objective is to compare personal factors and morale of the school personnel. To

study the level of morale enhancement factors affecting the performance of school personnel and to

study the relationship between factors in enhancing morale that affect the performance of personnel of

Bangkok Christian School Information from the study can be used as a guideline for the operation of

personnel of Bangkok Christian College. By using quantitative methods (Quantitative Research)

Independent variables are factors to enhance morale. The dependent variable was morale in the

operation. 178 questionnaires were used as educational tools. The statistics used in data analysis were

statistics, percentage, mean and hypothesis test by T-test One Way Anova Correlation and Regression

analysis based on the data analysis can be summarized as follows:

Personal information

The total number of questionnaires was 178 people. Bangkok College College personnel who

responded to the survey were mostly male. Accounted for 57%, aged between 30-40 years, accounting

for 43%, marital status, accounting for 68%, graduating from master's degree level Accounted for 47%,

had more than 15 years of work experience, accounted for 57%, income earned per month more than

25,000 baht, accounting for 64.%.

Summarizing the results from the study of the factors in enhancing morale that affect the morale

of the job performance

Summary of information on morale boosting factors Overall at a moderate level when

considering each aspect, the supervisor must manage the work in a democratic way. With the highest

mean of 3.40, followed by the appropriate work, average 3.51, followed by the average salary of 3.44,

followed by the fade Promoted with an average of 3.32, followed by compliments and warnings. In the

occasion that the average value is 3.30, followed by the supervisor must be a good example with an

average of 3.29, followed by the appropriate working conditions. With an average of 3.22 and the

lowest mean value is the aspect of trying to build a good relationship to occur in the agency, the

average value is 3.15

The results of the analysis of the level of indicators of morale in overall and individual

performance

The results of the sample analysis of 178 people gave the level of opinions about morale in

overall performance at a moderate level. When considering each aspect, it was found that The level of

consistency of work with the highest average of 3.98, followed by the resignation of work or requesting

to transfer with an average of 2.56 and the least is the absence of work or leave of various tasks with an

average of 2.07



29

Hypothesis test results

- Hypothesis 1. Different personal factors affect morale in different operations.

The results of the comparison of the morale of the personnel of Bangkok Christian College, classified

by personal data

The results of comparison of morale and morale differences in working according to personal data

revealed that Personnel of Bangkok Christian College with different work experiences have an effect

on the morale of the overall performance. In terms of lack of work or leave, various jobs differ, while

gender, age, marital status, educational background, monthly income varying, which affects morale in

the job performance.

- Hypothesis 2. Factors in enhancing morale are related to morale in the performance of

personnel of Bangkok Christian College.

Discussion of research results

From the study of Factors to boost morale that affects the performance of personnel at Bangkok

Christian College the study has the following issues to be discussed:

Suggestions from the study

1. Salary from the study found that the salary received is sufficient for living in the present. Have

lower scores than all Issues that should be addressed are: Supervisors should support and

encourage personnel to earn extra income in addition to salary. It may be to teach students after

school.

2. Providing suitable work According to studies, it has been found that The assignment is according

to the aptitude, with the lowest score than all items. Issues that should be addressed are:

Supervisors should consider assignments for personnel according to their knowledge and

capabilities.

3. The side trying to build a good relationship in the organization According to studies, it has been

found that Consultation with colleagues when there is a problem in the operation. Have lower

scores than all Issues that should be resolved The improvement is that executives should give

importance and participate in decision making in helping and solving problems that arise.

4. The supervisor must manage the work in a democratic way. According to studies, it has been

found that with clear assignments Have lower scores than all Issues that should be addressed are:

Management should have clear written assignments. In order for the assigned person to be able

to fully perform the work.

5. The working conditions are suitable for the operation. From the study, it was found that there

were lower scores than all the issues that should be addressed. The school should provide

sufficient budget support in order to use the facilities to prepare for work.

6. The supervisor must be a good example. According to studies, it has been found that Be a virtue

Have lower scores than all The issues that should be improved are Executives are equal and

equal to everyone in the administration. Especially in regard to consideration of merit Must be

transparent and fair to be thorough

7. The compliment and warning on the occasion from the study, it was found that the honor was

awarded to the successful person. Have lower scores than all The issues that should be improved

are Executives should focus and support those who do good. By congratulating and giving the

honor card and suggesting others to recognize and congratulate

8. Promoting promotion According to studies, it has been found that Promoting the promotion,

considering the image of the work is important. Have lower scores than all The issues that should

be improved are Management should therefore focus on the quality of work. When considering

goodness, should be considered to be a morale for those who work.

9. The level of consistency of the work from the study found that there is less work defect. Have

lower scores than all The issues that should be improved are Administrators should encourage



30

teachers to perform various duties. They are trained to be knowledgeable. And new experiences

Consistently

10. The lack of work or leave for various jobs The study found that there was discouragement and

discontent in the work that was done. Have lower scores than all Which indicates that the

management has succeeded in assigning work duties to create satisfaction with personnel

11. The resignation from the job or requesting a transfer According to studies, it has been found that

Received unfair assignments Has a lower score than all the points, so it can be concluded that the

agency has succeeded in managing the administration of appropriate assignments and is fair

Making personnel satisfied and having good morale

Suggestions from the next research

From the study of Moral boosting factors affecting the performance of Bangkok school

personnel Christian College The study has suggestions for the following benefits.

1. should study the direction of budget allocation in the purchase of equipment and there is a

place that is ready to perform the tasks of each department, each department to meet the

needs of personnel of Bangkok Christian College

2. Should study guidelines for assignment by looking at knowledge The ability of those who

are assigned to perform tasks and assigned duties should not be too much for the

performance of personnel at Bangkok Christian College

3. Should study the guidelines for recruitment of personnel to be sufficient in each job and

department to help alleviate the workload of Bangkok Christian College students.

REFERENCING

Liu, S., Zhao, D., & Xie, W. (2016). Chinese teachers’ attitudes toward performance pay: the cases of

three schools. International Journal of Educational Management, 30(6), 791-808.

Hackman, J. R., & Suttle, J. L. (1977). Improving life at work: Behavioral science approaches to

organizational change.

Steers, R. M. (1977). Antecedents and outcomes of organizational commitment. Administrative science

quarterly, 46-56.

Walton, R. E. (1975). Criteria for Quality of working Life. In LE, Davis, and AB, Cherns (Eds), The

quality of working life.

Tosaporn, M. (2018). Management of integrated cultural tourism in Pitsanulok, Pichit and Phetchabun

Province. Humanities and Social Science Research Promotion Network Journal, 1(2).

Huse, E. F. & Cummings, T. G. (1985). Organization development and change. Minnesota, MN: West.

Steers, R. M.(1977a). Organizational effectiveness: a behavioral view. California, CA: Goodyear

Hinkle, D.E, William, W. & Stephen G. J. (1998). Applied statistics for the behavior sciences. New

York, NY: Houghton Mifflin.

Yamane, T. (1973). Statistics: An introductory analysis. New York, NY: Harper and Row Publication.



31

Motivational Factors Affecting Job Morale of Professional Nurses in a Private

Hospital in Samutprakarnprovince

Jomkwan Tinyai1, Watchara Yeesoontes2

Graduate school of business administration Kasembundit University

[email protected]

ABSTRACT

This research. To study motivation factors that affect morale in nursing practice of a private hospital in

Samutprakarn province. The results of this study. It can be used as a guideline for the development and building

morale of professional nurses in the organization. The population in the study is a total of 206 questionnaires were

used as a tool to collect data. Data processing and analysis use percentage, mean, standard deviation. T-test, one-

way ANOVA and regression analysis. Most respondents are women between the ages of 26-30 years old, single,

1-3 years of age. The average monthly income is about 30,001-40,000 baht. A professional nurse of a private

hospital in Samutprakarn. There was a significant level of motivation that affected morale at work level. The

average level of occupational status was the highest score, followed by work success. Responsibility Relationships

with colleagues. The nature of the work. To be respected. Progress in position work security the government

commanded. Compensation the results of the hypothesis test showed that the relationship of motivation factors

influencing morale in work performance was the trust and confidence of the supervisors influencing the morale of

the work. Second, the confidence in the organization. And want to work forever. And last the organization is stable

and sustainable. Significantly

Keywords: Morale.

INTRODUCTION

At present, Thailand has professional nurses. There are 132,362 people working in the public

health system. There are 40,326 people working in the central hospital / general hospital. There are

54,474 people in the hospital, 46,181 people, with 56,627 needs. 24,594 nursing shortage, not including

over 1,000 sub-district health promotion hospitals nationwide That has nursing needs as well

activities related to our lives and play roles in developing efficient human resources. These activities

are necessary for us to do in our leisure time, but they are especially important for elderly people.

When the senior citizens do these activities, they bring changes in their lives from social adaptation,

satisfaction in helping themselves to the acceptance of facts of life (Sasitorn Chetanont 2014).

Nursing shortage problem Making most of the nurses who are sick even if they are sick Will not be

able to leave sick Because it will affect colleagues Because every nurse has to go to duty According to

the schedule that has almost no holidays Nursing shortages and professional progress It is a matter of

calling for the Ministry of Public Health (STA) and the Office of the Civil Service Commission

(OCSC) to update rules and regulations. Come continuously to enter personnel into the system

sufficiently for the needs Including increasing opportunities for career advancement to push in the

workers to have work morale and prevent professional nurses from flowing out of the system (Ministry

of Public Health 2014).

For the whole picture of Thailand, there are a total of 8 5 educational institutions, 52 educational

institutions, and 2 3 private educational institutions, capable of producing about 1 0 ,0 0 0 nurses each

year. From 5,800 professions, both from regular retirement Premature Retirement and career change in

addition to the heavy workload of nurses Until affecting the quality of life Professional non-progressive

problems It is considered an important source for most nurses. Choose to switch to other careers.

Which would aggravate the inadequacy of the system.

From the foregoing Therefore, students are interested in studying to find factors that are causing

the problem. To bring the results of the study to be used to improve the activities for the company

employees Private hospitals in Samut Prakan province And for the benefit of those interested.

Research objectives



32

1. To study motivation and morale of the professional nurses in private hospitals in Samut Prakan

Province.

2. To study motivation levels that affect the morale of the professional nurses in private hospitals in

Samut Prakan Province.

Hypothesis

1. Different personal factors affect the morale and morale of professional nurses in private hospitals in

Samut Prakan Province in Samut Prakan Province. Different.

2. Motivation influences the morale of the professional nurses in private hospitals in Samut Prakan

Province.

RESEARCH SCOPE

1. Content: study the motivation of professional nurses in private hospitals in Samut Prakan

Province By using Frederick Herzberg's two factors, consisting of motivation factors for

success in the work Praising or accepting Aspects of the job Responsibility The progress in

the job position And supporting factors Compensation In relation to the agency Superiors

Work stability Work stability Career And the concept of morale and morale Cooperation in

operation Honesty Loyal to the organization In terms of less work conflict and the group can

solve problems together Confidence and faith in the organization The commitment to

improve the development of responsible work.

2. The population population used in the study is There were 206 professional nurses in private

hospitals in Samut Prakan Province, with 136 samples.

3. The variables used in the research consisted of independent variables, namely, personal data

and motivation, followed by variables, morale and morale.

4. The duration of study period is between June and March 2018.



33

Conceptual framework in education

The sample group in this study Use random sampling to give out questionnaires and the actual

number of professional nurses is 136 people. Therefore, the sample population is determined by using

the sample size according to the Taro Yamane method. At 95% confidence level, accept the error (e).

05.

Data collection methods for educational purposes are complete. There are methods for collecting

data as follows.

1. Information collected from Study and research from various sources including textbooks,

documents and other research results associated.

2. Information from Questionnaire Response of the target group and get back to yourself Carry out

the examination to ensure that the questionnaire is complete and can be analyzed.

Data analysis

Variable

Variables


• Sex

• Age

• Status

• Work experience

• position

• estimate salary

Motivation factor

• Success in work done

• Praise or acceptance

• Job description

• Responsibility in the job

• Career advancement

Supporting factors or hygiene

• Remuneration

• Relationship in the agency

• Supervision

• Work stability

• Career location

Morale in the operation

- Cooperation in operation

- Honesty, loyalty

- Commitment to improve Develop

responsible work

• Less operational conflicts

• Confidence and faith in the company



34

1. Descriptive statistics specify the statistics used. Such as percentage, mean, standard deviation to

explain demographic data of respondents and various variables.

2. Inferential statistics used for hypothesis testing Specify statistics used, such as t-test, ANOVA

analysis, F-test (One-way ANOVA) Regression Correlation Coefficient.

Personal data research results

A total of 136 respondents found that professional nurses, private hospitals in Samut Prakan

Province Who answered the questionnaire Most of them are female, aged between 26-30 years old,

having a single status, working age 1-3 years, operating level position and have an average income

from 30,001-40,000 baht.

Information on motivation factors that affect morale in the operation Information

on motivation affecting job morale of professional nurses in private hospitals in Samut

Prakan Province from the study of data, found that

The success in the work of the person is at a high level. And professional nurses give

importance to the success of the work done at the high level. 4 items consist of trust and

confidence from the supervisor Successful assignments according to the goal of solving

problems while working successfully And being a part of successful work, respectively.

the respect or recognition from the study of data, found that The overall average

of the level of importance of motivation factors that affect morale in the

operation Receiving praise or respect at a high level and professional nurses give

importance to the recognition or recognition of high level 4 items, consisting of

being accepted by supervisors and colleagues, assigned to important work from

supervisors Supervisors listen and accept suggestions. And received the

admiration of the supervisor about the ability to work respectively.

aspect of the job from the study of data, found that The overall average of the

level of importance of motivation factors that affect morale in the operation The

nature of the work that is performed at a high level and professional nurses pay

more attention to the nature of the work performed at a high level, consisting of

satisfaction that is given to work that is creative and challenging. Work done

requires creativity, new ideas, and assignments. Always challenging,

respectively.

Responsibility from the study of data, found that The overall average of the level

of importance of motivation factors that affect morale in the operation

Responsibility is at a high level. And professional nurses give priority to

responsibility at a high level, consisting of pride and willingness to take

responsibility for new jobs Working in the responsible area for a specified period

of time Being assigned to important work from supervisors and the satisfaction

that the responsible work does not receive control from the supervisor,

respectively.

Job advancement from the study of data, found that The overall average of the

level of importance of motivation factors that affect morale in the operation The

progress in the job position is at a high level. And professional nurses pay more

attention to job advancement at a high level, including personnel support and

development to increase knowledge and skills in the job Personnel have been

trained to improve their ability in the job. And a policy of promotion, promotion

or fair position, respectively.



35

Information on sustainability or health-hygiene factors Summarizing the results of the

study from the analysis of all bar graphs

Compensation from the study of data, found that The overall average of the level of

importance of motivation factors that affect morale in the operation The remuneration is at a

moderate level. And professional nurses give priority to compensation at a moderate level,

including the provision of various welfare systems to support proper performance Policy to pay

compensation that is appropriate to the work Salary, wages received, suitable for the amount of

work assigned and compensation received appropriate for economic conditions respectively.

In relation to the agency from the study of data, found that The overall average of the level

of importance of motivation factors that affect morale in the operation in relation to the level of

the organization and professional nurses attach importance to the relationship with colleagues at

a high level, consisting of colleagues to help each other very well Colleagues can discuss

interdependence with colleagues, encouraging each other every time they encounter problems

and obstacles. And everyone in the agency cooperates and works with a team respectively.

Superiors from the study of data, found that The overall average of the level of importance of

motivation factors that affect morale in the operation in terms of government, supervisors at the high

level and professional nurses give importance to the administration of the superiors, consisting of

listening to opinions and participation in decision making. Good management system and work order

Justice in subordinate governance and solving problems with reason rather than emotion, respectively.

Work stability from the study of data, found that The overall average of the level of importance of

motivation factors that affect morale in the operation High level of work stability and professional

nurses attach importance to the stability of work at a high level consisting of a stable and sustainable

organization Confidence in working in the organization for a long time and feel secure in the career in

the organization, respectively.

Career from the study of data, found that The overall average of the level of importance of

motivation factors that affect morale in the operation in the high level of professional place and

professional nurses give priority to work security at a high level consisting of sacrifice Work

done with dignity and value The nursing profession is highly demanded by the market and the

pride in the profession, respectively.

Information on morale in the operation, information on morale in the operation The

results can be summarized as follows.

1. Cooperation in operation from the study of data, found that The overall average of the level of

importance of motivation factors that affect morale in the operation The cooperation in the

operation is at a high level. And professional nurses give priority to cooperation in the operation

at a high level, consisting of Cooperation in operation to achieve the objectives of the

organization and determination to improve the development of the work to be responsible.

2. Honesty Loyalty to the organization from the study of data, found that The overall average of

the level of importance of motivation factors that affect morale in the operation Honesty Very

loyal to the company. And professional nurses give importance to honesty Very loyal to the

company, consisting of Integrity and loyalty to the organization and dedication and desire for the

organization to progress, respectively.

3. The commitment to improve the development of work in the responsibility from the study

of data, found that The overall average of the level of importance of motivation factors

that affect morale in the operation The commitment to improve Developing work in the

responsibilities that are at a high level. And professional nurses give priority to the

commitment to improve Develop work in responsible duties at a high level consisting of

Development and creation of new techniques, techniques for professional development

and education, self-development and responsible work, respectively.



36

4. Less conflict in the operation from the study of data, found that The overall average of

the level of importance of motivation factors that affect morale in the field of work

conflict is decreased at a high level. And professional nurses give less importance to

conflict of work performance at a high level, including able to reso lve conflicts in the unit

well and the work that was done smoothly and caused little conflict, respectively.

5. Confidence and faith in the company from the study of data, found that The overall

average of the level of importance of motivation factors that affect mora le in the

operation Confidence and faith in the company is at a high level and professional nurses

give priority to confidence and the faith in the company at a high level consists of a sense

of belonging that makes the organization strong and able to overcome obstacles and

having a strong corporate culture and feel the unity, respectively.

HYPOTHESIS TEST RESULTS

- Hypothesis 1, different personal factors affect morale in different operations The results

of the test using ANOVA statistics showed that personal factors with different status had

different effects on morale in the performance. For personal factors, gender , age, position,

education level Work experience and average monthly income different There was no

significant difference in morale in the operation.

- Hypothesis 2: Motivation factors influence the morale of work The results can be

summarized as follows: The success in the work that results in the test using Regression

statistics found that the trust and confidence from the supervisors had influence on morale

in the operation. High level of importance On the stability of work, the test results using

Regression statistics showed that the confidence in the organization and the need to work

forever and is a stable and sustainable organization has an influence on morale in the

performance, level of importance.

DISCUSSION OF SUGGESTIONS FROM STUDIES

Education Motivation factors that affect morale in work The researcher has issues to

discuss. Motivation factors that affect morale in work The study has suggestions for the

following benefits.

1. Motivation factor The success of the job The issue that should be suppo rted is that the

management should give the opportunity for employees to express their opinions.

Because most employees are those who work in front of the actual work Will encounter

problems working with themselves Employees may have better ways to solve problems

than those who do not have problems working with themselves. And should pay

attention to the feelings of subordinates in addition to focusing on the work alone .

2. Motive factors On the stability of work, the issues that should be supported are that

there should be a promotion of support for higher education officials. And having

fairness in receiving progress should have a salary set in accordance with the current

economic conditions Set salaries to suit the job obligations. And the ability of a perso n

and should be motivated to perform tasks such as adding bonus benefits .

3. Applying the results of the study as a guideline for improving motivation that affects

morale in the operation Can be operated by hospital administrators should have a plan

to create a common sense in the matter of organizational culture Promote the

atmosphere of the organization Commitment to the organization and quality of work

life of nurses in particular, the scheduling of work schedules for each task is

appropriate. Not overload the workload in addition, welfare should be provided for

family members of nurses to be morale in maintaining the organization.



37

SUGGESTIONS FOR FURTHER STUDIES

1. This research Have used independent variables only for sex, age, age, job, income to be suitable

for research agencies Should study more independent variables, such as employee groups, etc.

2. This research Is just a survey research to study the level of gifts and encouragement and compare

personal status that Does it affect morale and morale? Should do experimental research by

creating various environmental situations according to the theory and then consider the morale

that will arise if it is in theory or not.

REFERENCING

Chetanont, S. (2014). Approaches to Promote Healthy Recreation Activities for Elderly Tourists at

Bang Nam Phueng Floating Market, Prapradeang District, Samutprakarn Province. International

Journal of Social, Management, Economics and Business Engineering, 8(9), 2937-2940.

Sumet, S., Suwannapong, N., Howteerakul, N., & Thammarat, C. (2012). Knowledge management

model for quality improvement in the hemodialysis unit of a non-profit private hospital, Bangkok,

Thailand. Leadership in Health Services, 25(4), 306-317.

Warapornmongkholkul, A., Howteerakul, N., Suwannapong, N., & Soparattanapaisarn, N. (2018).

Self-efficacy, social support, and quality of life among primary family-member caregivers of patients

with cancer in Thailand. Journal of Health Research, 32(2), 111-122.

Anderson, L. W. (1996). Secondary school administration. Boston, MA: Houghton Mifflin Company.

Atkinson, J. W. (1964). An introduction to motivation. New York, NY: Van Nostvand.

Herzberg. (1959). The motivation to work. New York, NY: John Willy & Sons

Maslow, A. H. (1970). Motivation and personality. New York, NY: Harper How.

Sekaran, U. (2003). Research Methods for Business. Hoboken, NJ: John Wiley & Sons

Vallerut P., Surachart, N. N., & Sangkom V., (2015) Factors related to public health laboratory

management in northern Thailand. Journal of Management Development, 34(9), 1134-1143.

https://doi.org/10.1108/JMD-12-2014-0159

https://doi.org/10.1108/JMD-12-2014-0159



38

The Relationship between Quality of Work Life and Employees Engagement in

Crowne Plaza Hotel Bangkok

Tosaporn Mahamud1, Kanyanan Arthirayakun2

Graduate school of Kasembundit University, Bangkok

[email protected]

ABSTRACT

The research on the relationship between quality of life and organizational commitment of staff at the

operational level of Crowne Plaza Bangkok was aimed at studying the quality of life of staff at the operation level

of Crowne Plaza Hotel. Crown Plaza, Bangkok, and to study the relationship between quality of life and

organizational commitment of the staff at the Crowne Plaza Bangkok. The sample consisted of 85 people from the staff at the Crowne Plaza Bangkok during January to February 2018. The questionnaire was used as a tool to

collect data. The research found that the personal factors of the respondents were 85. The respondents were mostly

male. And under 30 years old, undergraduates. Monthly income 20,000 - 30,000 Baht. The quality of life data

from the study showed that the quality of life was significant at the high level. There were 5 items, including fair and sufficient compensation. Work is balanced between life and work. The opportunity for practitioners to develop

their knowledge. The nature of the job security. And the nature of work is based on the law, respectively.

Organizational Commitment Information According to studies, it has been found that Organizational commitment

is important at a high level. There are 3 aspects of trust and acceptance of organizational goals and values. The willingness to work fully in the organization. And the desire to become a member of the organization, respectively.

The results of the hypothesis test showed that Different personal information influences organizational

commitment of staff at different Crowne Plaza Bangkok Hotels. The results showed that personal factors of

different age had different effect on organizational commitment for personal factors in educational level. Monthly income and Different job positions have no effect on organizational commitment. And quality of life factors

influenced organizational commitment. It was found that the quality of life factors influenced organizational

commitment. Satisfaction will work overtime to get the job done, even if it is not paid for overtime.

Keyword: Quality of Work life, Employees engagement, Hotel staff.

INTRODUCTION

Human beings are a very important resource for the organization from the past to the present. Over the past

several decades, it has been seen that a lot of research has been conducted on the management of human

resources in various fields, whether Will be a study about recruiting Selection of personnel development or

study of factors with operational results, including maintaining quality personnel to remain with the organization

for the benefit of effective management of the organization and to develop the organization to succeed. And

have the ability to compete with business competitors under the ever changing economic and social conditions.

According to current economic problems in many regions around the world Which affects the overall

economy of the country Most organizations have therefore turned their attention to and paying more attention to

spending on the budget, resulting in greater value, not only in terms of manpower. Which is considered an

important cost and is one of the main factors in the success of the organization (Ananchai Kongchan, (2016)).

The effective strategic human resource management not only benefits the organization in terms of Budget

management It is also another factor that helps increase business competitiveness for the organization.

Will be able to see that the quality and suitable personnel are part of that organization The organization

must invest in human resources costs at least. Whether it is in terms of capital or in terms of time, therefore,

losing the valuable personnel of the organization results in an increase in the cost of the organization as it should

be due to the loss of resources. Both in terms of time and budget in the recruitment process And selection as

well as training and knowledge development training The ability of new employees In order to be effective Able

to work to replace employees who can leave. Bryant and Allen (Bryant & Allen, 2 0 1 3 ) have said that the

resignation of employees is a waste of spending. And is a difficult matter for the organization by increasing

budget when having employees One person resigns from that organization, comparable to wages that the

organization can pay to employees in the job position throughout the year, in addition to the loss of valuable

resources. Which is the result of the resignation of the employee, there are also issues affecting the achievement

of the organization's goals and the organization to be stopped Or having an inefficient performance especially

when employees who leave the organization are capable and efficient Highly functional image Because it is



39

considered a major backlash in the process of achieving goals, and resignation may also affect employees who

are still working in terms of gifts, encouragement, attitudes, burdens of work, as well as may make employees

aware of alternatives or factors In looking for a new job Which resulted in the need to change jobs in the future.

The hotel business is one of the real estate business that has grown in interest and is a high value business and

can generate a permanent profit. Each year, both large hotels and small hotels occur, thus allowing the hotel to

find a selection of personnel to work in a large number of hotels and therefore need to recruit personnel, which

most people who come to apply will choose a hotel. With high remuneration including good welfare and

benefits to the employees (Tiia Annika Lehtinen.,2013)

Employees have ties to the organization. Loyal A better quality of life and stay with the organization to

grow together with the organization without resigning to work elsewhere, working happily, including being

proud of the organization in which they work. If the organization has good welfare Good returns, employees in

the organization will have loyalty and commitment to the organization, not wanting to go to work elsewhere,

bonding with the organization is another factor that is important to being a good member of the organization due

to commitment. The organization is a factor that is related to the feelings of the person who has the job and the

organization that has the commitment to the organization to be with the organization. For happiness.

Therefore, this study, the researcher therefore chose to study the relationship between quality of life and

organizational commitment of Crown Plaza Hotel Bangkok employees to bring the results from the study to be a

guideline to improve the quality of life of operational staff to create Commitment to the organization.

Research objectives

1. To study the quality of life of operational staff at Crowne Plaza Bangkok

2. To study organizational commitment of operational staff at Crowne Plaza Hotel, Bangkok

3. To study the relationship between quality of life and organizational commitment of operational staff at

Crowne Plaza Bangkok

hypothesis

Hypothesis 1. Different personal information affects organizational commitment of operational staff at Crowne

Plaza Bangkok.

Hypothesis 2. Life quality factors influence organizational commitment of operational staff at Crowne Plaza

Bangkok.

SCOPE OF RESEARCH

1. The scope of content, study the quality of life according to Richart E Walton's theory by studying only

appropriate and fair compensation. Job Description Promoting security for workers Knowledge Development

Job description based on law and the balance between life and overall work and Steers' attachment theory

consists of confidence, acceptance of organizational values Willingness to fully work for the organization And

the desire to become a member of the organization

2. Population boundaries The population used in the study is Operating staff at Crowne Plaza Hotel, Bangkok, a

total of 85 people, which are not many. The study therefore used the number of samples equal to the entire

population.

3. Time boundaries Study in January 2018 - February 2018



40

The samples used in the research were Operators at the Crowne Plaza Hotel, Bangkok, total 85 people. The

sample group in this study The sample population is equal to 85 people (equivalent to 100% ). The instrument

used in this research, the researcher uses the questionnaire as a tool to collect data by

The students created themselves with the following steps:

Study related documents and research to determine the structure. The questionnaire consists of 3 main parts as

follows.

- Part 1 Personal information is general information of respondents Is an inquiry in About sex, age, monthly

income Education Level and instead of creating the question of being a Nominal Scale.

- Part 2 is a questionnaire Opinions about the quality of life of the operational staff at Crowne Plaza Hotel

Bangkok, which is a question-based questionnaire, divided into 5 levels according to Likert. Questionnaires

created are question types. Rating Scale.

- Part 3 is a questionnaire Opinions about organizational commitment of operational staff at Crowne Plaza

Bangkok, which is a question-based questionnaire. Divided the score of the opinion level into 5 levels according

to the form.

Questionnaire construction and query efficiency by studying the preliminary data, studying the relationship

between quality of life and organizational commitment of operational staff at Crowne Plaza Bangkok, including

related documents as guidelines for creating questionnaires Study the principles and determine the issues of the

questions in accordance with the objectives of the research and present the advisors to check the initial

questionnaire Apply the updated questionnaire as suggested. And validity test to find the consistency of

objectives and content (IOC) by 3 experts and used in collecting reliability test data for 30 sets. The

questionnaire used in the study is as reliable. 918


Descriptive statistics use Percentage, Mean and Standard Deviation. Inferential statistics are used for

testing hypotheses, such as t test, ANOVA analysis. F - test (One-Way ANOVA) and Regression to test the

relationship

Personal factors

1. Sex

2. Age

3. Education

4. Income

5. Position

Organizational Commitment

1. Confidence in the organization and

the organization's goals

2. Willingness to fully work for the

organization

3. The desire to become a member of

the organization

Theory of: Steers

Quality of life

1. Appropriate and fair compensation

2. Job Description Promoting stability to

workers

3. Knowledge development

4. Job description based on the law

5. The balance between life and work as a

whole

Theory: Richart E Walton



41

- Data on the quality of life factors from the study showed that the quality of life factors were important at a high

level. There were 5 items consisting of fair and sufficient compensation (average = 4.43). The work had a

balance between life and work in general (Average = 4.00) The field allows workers to develop their knowledge

and abilities (mean = 3.96) in terms of job characteristics, promoting stability to the worker (average = 3. 80)

and aspects of the job, based on the law (average = 3.59), respectively

- Information about organizational commitment According to studies, it has been found that The factor of

organizational commitment is of high importance. There are 3 aspects, including confidence and acceptance of

goals and values of the organization (mean = 4.28). The willingness to fully devote to work for the organization

(average = 4.15) and the desire to become a member of the organization (average = 4.00) respectively

HYPOTHESIS TEST RESULTS

Hypothesis 1. Different personal information affects organizational commitment of operational staff at

Crowne Plaza Bangkok. The results of the test using ANOVA statistics found that personal factors with

different age affect different organizational commitment for personal factors in education level. Monthly income

and Different job positions have no effect on organizational commitment.

DISCUSSIONS

From education The relationship between quality of life and organizational commitment of operational

staff at Crowne Plaza Hotel, Bangkok. The students have issues to discuss. The results consist of different

personal information affecting organizational commitment of the operating staff at Crown Hotel. Different

Bangkok Plaza The results of the test using ANOVA statistics showed that personal factors with different age

had different effects on organizational commitment, consistent with the Bird Bird Rush (2013). The study of the

quality of work life of the Doing Whale Company International Limited The results of the hypothesis testing

found that the personnel of the Dueng Whale International Company Limited with gender, education level,

income, job position, quality of life Work in the overall picture is no different as for personal factors with

different ages, the quality of work life in the overall picture is different. With a significant level of 0.05.


From the researck study of The relationship between quality of life and organizational commitment of

level employees The Crowne Plaza Hotel Bangkok, with the following suggestions Quality of life.

Fair and sufficient compensation Is important to employees as an incentive for employees to be able to

work and be able to live on salary, compensation and welfare benefits Sufficient for the current cost of living

Enabling employees to perform their full potential and motivate employees to work fully and devote themselves

to the organization and assignments that are appropriate for the job.

- In the aspect of job security promotion, workers should give priority to technology that is conducive to

work so that the work done is convenient, fast. And flexible, allowing the business to proceed and grow rapidly,

equal to the company that is the competitor and including the implementation of the advancement of employees

to create confidence and expertise in the work, with the opportunity to advance to a higher position.

- In terms of knowledge and competency development, management should provide opportunities for

employees to continue their studies in order to increase the educational capacity, allowing employees to work,

develop their knowledge, abilities and develop potentials and participate in the organization's operations and

solving problems of organizations in various fields.

- On the basis of the law, the organization management department should take care of employees by

allowing employees to work at the time specified by the law to be the standard of the organization and be a good

role model for the organization and employees.

- Balance between life and work The organization management should pay attention to employees by

allowing employees to relax from work to balance life and work each day by organizing activities during the

day for employees to have Participation in activities in each activity and exchanging opinions, attitudes is also

building relationships in the organization.

Commitment to the organization

Confidence and acceptance of goals, organizational values should be instilled in employees' confidence in

order for employees to realize the importance of values, visions, work practices of the organization. Employees

will feel good when talking about the organization.



42

The willingness to fully devote to work for the Organization Management Organization should have a

discussion, call a meeting with employees, clarify the operating results of the organization so that employees are

ready to do everything for progress. Of the organization.

The desire to be a member of the organization should give an explanation of how the membership of the

organization of the employee is entitled to benefit to the maximum benefit of the employees and have a desire

and feel proud of Being a good member of the organization.

The relationship between quality of life

Issues that should be supported are Satisfied employees will work overtime to complete the job, even if they

do not receive overtime by considering the suitability and fairness for the employee, such as having

compliments from the supervisor, even if it is just a compliment but makes the staff feel The attention of the

chief has encouraged the work to continue. Employees who love the organization sacrifice time to work

overtime, willingly, without tiring and discouraging their own work.

Applying the study results as a guideline for improvement

Relationship between quality of life Able to carry out issues Satisfied to work overtime to complete the job,

even without receiving overtime. Which can be achieved by this point, the organization should keep the

employees to love and stay with the organization for a long time, when most employees are regular employees

who are loyal to the organization, have ties with the organization when the company organizes activities. There

are sports competitions in the hotel chain or competition, answering questions about the hotel history and having

a thank your week for staff in the restaurant of the staff should have karaoke and excellent food, as well as many

unity activities both inside and outside the venue. That makes the employees have a far-sighted vision, love for

colleagues in the department and different departments, everyone will know each other, meet each other, have

respect, say hello, hello and.


1. There should be additional study of variables related to the relationship between quality of life and

organizational commitment such as values and organizational culture. Increasing work potential to meet the

goals and efficiency according to the standards of the organization

2.

2. There should be a study of the management opinions of the Crowne Plaza Hotel Bangkok on the relationship

between quality of life and organizational commitment of the Crowne Plaza Hotel Bangkok for the benefit and

guidance in improving the organization development.

REFERENCING

Oentoro, W., Popaitoon, P., & Kongchan, A. (2016). Perceived supervisory support and service recovery

performance: The moderating role of personality traits. Asia-Pacific Journal of Business

Administration, 8(3), 298-316.

Bryant, P. C., & Allen, D. G. (2013). Compensation, benefits and employee turnover: HR strategies for retaining

top talent. Compensation & Benefits Review, 45(3), 171-175.

Lehtinen, T. A. (2013). Quality of working life and engagement in an evolving hospitality subsector: the case of

hostels (Doctoral dissertation).

Yamane, T. (1973). Statistics: An introductory analysis. New York, NY: Harper & Row Publication.

Walton, R. E. (1975). Criteria for quality of working life. New York, NY: Free Press.



43

Marketing Mix Factors Affecting the Decision Making Behavior of

Selecting Hotel in Khon Kaen

Naowarat Arunkong1, Dr. Wachara Yeesoontes2

Graduate School of Kasembundit university, Bangkok

[email protected]

ABSTRACT

The independent study was conducted to investigate the marketing mix factors affecting the decision

making behavior of selecting hotel in Khon Kaen. The samples consisted of 337 hotel guests who stayed at Avani

Khon Kaen Hotel and Convention. The data were gathered through the use of questionnaire and analyzed by

Percentage, Mean Standard Deviation, Independent Sample t-test, One Way ANOWA, Pearson correlation, and

Regression, test hypothesis by using Chi-square. The result has shown that the majority of participants were

female which age between 41-50 years old and next is between 31-40 respectfully, Bachelor Degree graduated at

68% and the monthly income is above 51,000 THB, the main purposed of traveling is for work or business and

used hotel service at approximately 3 times per year. The highest factors which help them to make decision to

reserve the hotel is price, hotel cleanliness and next is comfortable place.

Keywords: Marketing Mix Factors Consumer Behavior.

INTRODUCTION

Tourism Is a service industry that is important to the national economy Because tourism generates

a lot of income Causing distribution to other businesses that are directly and indirectly related, such as

hotel business, transportation business Food and beverage service business Tour business and guide

Business selling souvenir products Tourism Development and including other businesses, whether

public relations business Communication business, etc. From the distribution of these businesses Has

resulted in income distribution Create a career for people in the country Which is good for the economy

(Boonlertjit Tangwattana, BE2554).

Strategy to adjust the economic structure to the quality and sustainable growth of the National

Economic and Social Development Plan No. 11, 2012-2016, which discusses the restructuring of the

service sector to create value added products and services. With potential and being environmentally

friendly on the basis of creativity and innovation By support Promote research and development To

create innovation To business related to service Promoting the use of knowledge and new technologies

in product and service development and promoting investment in potential service businesses By taking

advantage of Thailand in the geography of the country Biodiversity and culture And including Thai

identity Including being able to support Accepting free trade zone and investment according to the

demand of the world market, such as tourism business Health service business Logistics service

business Movie business And international convention and exhibition business etc. (Office of the

National Economic and Social Development Board, 2011).

Khon Kaen is the sixth largest province in the northeastern region. And has the third largest

population of the Northeast Is the provincial operating center of the central northeastern province group

Khon Kaen city is located at the point of Mittraphap Road. (Highway 2) and National Highway No. 12

(East-West Economic Road).

Cut through which is another important route for traveling from the north-east to the lower north in

Lom Sak district. Phetchaboon and travel to Laos On the south side of Laos The northern boundary is

adjacent to Loei province. Nongbua Lamphu province and Udon Thani East, adjacent to Maha

Sarakham Province and Kalasin Province South, next to Buriram and Nakhon Ratchasima West

adjacent to Chaiyaphum province and Phetchabun Province.

Hotel business in Khon Kaen province is very competitive while the hotel business market is

limited. Only the total number of hotel rooms is approximately 3 ,5 0 0 rooms, while the number of



44

tourists is quite limited. Because Khon Kaen is not a tourist city like other major cities in the region.

Most guests come from the seminar group. And groups traveling to contact the business in the current

situation, each hotel operator in addition to having to improve the quality of service, impress customers

to cause repeated use of the service Hotel accommodation business still faces the following main

problems.

1. Competitors for accommodation groups Apartment type for rent Which has a lower cost

than dividing the customer base and have to choose every location The opening of the daily

rental service of the apartment operator group Which affects the hotel market quite a lot

Because you can rent cheap accommodation While the service cost is low No need to pay

taxes according to the Hotel Business Act.

2. There are no interesting tourist attractions as they should be able to compete with many

provinces such as Phuket, Chiang Mai.

3. There is no clear selling point, for example, the government will promote the hotel

business, especially MICE, because Khon Kaen is raised to be a MICE Smart City.

4. Booking through online media is still at a low level when compared to booking through

other channels. For the above reasons And the reason that at present the competition of

services in Khon Kaen Including the neighboring provinces has increased considerably And

with the government wanting to encourage Khon Kaen to be a leader in the meeting And

tourism in the northeast Making the study interested in studying the marketing factors and

booking behavior and choosing hotel services in Khon Kaen to be a guideline for developing

sales and service activities To increase the sales results of the hotel In Khon Kaen next.

Educational objectives

1. To study the behavior of choosing to stay at the AVANI Khon Kaen Hotel

2. To study the marketing mix factors affecting the hotel selection behavior at Avani Khon Kaen

SCOPE OF STUDY

1. Content in the study of marketing mix theory (7 Ps) consisting of product, price, price, place,

promotion, people, process And physical evidences and consumer behavior theory consisting of 6W

1H.

2. The population studied from the customers who use the service in the AVANI Khon Kaen Hotel.

There are 337 samples.

3. Time boundaries Study between June 2018 and September 2018.

RESEARCH METHODOLOGY

This study is a quantitative study. (Quantitative Research) Study from guests at Avani Khon Kaen

by using the Stratified random sampling method, consisting of 337 persons, consisting of 3 important

parts as follows.

Part 1 Personal information Is a general information of respondents, inquiring about gender, age,

education level, occupation, status and monthly income Creating a question characteristic is the

Nominal Scale. It is a measure of data to divide the data into groups according to the specified

properties. With many answers to choose from but the respondents can choose only one answer The

measured data at this level use simple statistics to calculate the percentage value. In the data section,

part 1 consists of a total of 6 questions. It is a checklist.

Part 2 is a questionnaire. Comments on the behavior of choosing to stay at the AVANI Khon Kaen

Hotel. Questions to know that The purpose of the hotel stay How to book a room Stay Time Number of



45

stays per year Guest Traveling Booking Channels Guest Traveling Including the reason for choosing to

use a 5-star hotel as a closed-ended question. There are 6 questions.

Part 3 is a questionnaire on questions related to marketing mix factors affecting the selection

behavior of guests at Avani Khon Kaen as close-ended questionnaire and as a check list. There are 12

questions.

Conceptual framework of research

Variable Variable

Data collection methods

In order for the study to be complete, there is a way to collect data from Study and research from

various sources including textbooks, documents and other research results. associated Information

obtained from Answer the questionnaire of the customers who stay and conduct a check of

completeness to ensure that the questionnaire is complete and can be analyzed.

DATA ANALYSIS

Descriptive statistics using statistics such as percentage, mean, and hypothesis testing using Chi-

square to test the relationship using Regression Correlation.

RESEARCH RESULT

Personal information Found that the respondents Mostly Female Aged between 41-50 years and

between 31-40 years old, graduating with a bachelor's degree Is a company employee / private

organization Single status and monthly income between 50,001 baht and above The information on

marketing mix factors affecting the selection of booking rooms at the Avani Khon Kaen hotel in the

overall picture is very important. The details are as follows

- Products, the results of the study found that the overall product image is at a very important

level. There are 1 level of opinion, which is the cleanliness of the accommodation. And in a

very important level, 4 items are the overall location of the hotel. The reputation of the

hotel Room size And the variety of rooms

- On the price side, the results showed that the overall picture price was at a very important level.

The opinions are at the most important level. 1 item is a room that specifies clear prices and

convenient payment methods. And is in a very important level, 2 items, consisting of the value of


1. sex

2. Age

3. Education

4. Occupation

Marketing mix factors

1. Products

2. Price

3. Distribution

4. Marketing promotion

5. Personnel

6. Process

7. Physical characteristics

Behavior of choosing to stay at the hotel

1. Who is the target market?

2. What is the market to buy?

3. Why buy

4. Who is involved in the purchase?

5. When to buy

6. Where to bu

7. How to buy

ทฤษฎีของ: Philip Kotler



46

the price, affecting the decision to choose accommodation and price changes according to the

tourist season

- Distribution The results of the study showed that the distribution channels were very

important. There are opinions on the very important level. 3 List of convenience of

important locations, location near tourist attractions. And convenience in getting out

- Marketing promotion, the results of the study showed that the overall promotion of the

image was at a very important level, with the opinions of two important levels: room

upgrades. Discounts on various festivals, such as new pi, birthdays, are very important.

There is a marketing promotion with a small credit card.

- Personnel found that the overall picture was at a very important level. The opinions are in

the level of 2 important items, ie, the employees clearly provide information. The staff are

polite, gentle, submissive.

- In the process of providing services, the results of the study showed that the overall service

process was at a very important level. With the opinions of the most important level, 1 item,

impressive service, 2 items, fast service

- Physical characteristics The study indicated that Physical Characteristics The overall picture is in

a very important level, with comments being at a very important level. 3 Hotel cleanliness items.

The hotel has a good environment. There are enough cars.

Information on selection behavior of booking rooms at the AVANI Khon Kaen hotel found

that

The purpose of staying for the most work is to use the service 3 times a year, most of the

time of stay. The most is the range July - September by booking the room directly with the most

salesman Mostly traveling with colleagues and the reason for choosing the most 5-star hotel

service comes from the reputation of the hotel.


Personal factors, age, education level, occupation, status and income were related to the

reservation behavior at Avani Khon Kaen. With statistical significance at the level of .05 and the

marketing mix factors in terms of price, location, delivery, marketing and service process Influencing

the behavior of booking rooms at the AVANI Khon Kaen Hotel.


1. Study of accommodation in the neighboring provinces of Ubon Ratchathani, Udon Thani and the

provinces where tourists from neighboring countries prefer to stay.

2. The study of marketing promotion that affects the decision to choose accommodation.

3. Education to understand the essence of service.

REFERENCING

Warichwattana, W., & Mongkol, K. (2013). Factors Affecting Bangkok Tourists’ Behavior on Accommodation Selection in Hua Hin, Prachuap Khiri Khan Province. MBA-KKU journal, 6(2), 108-118.

Philip Kotler, Gary Armstrong. (2011). Principles of marketing (14th ed.). Published by

Prentice Hall.

Boonlertjit Tangwattana, BE2548 “Passenger transport for tourism” Bangkok: Thailand Tourism

Center.

Wigraisakda, Khaimook and Siriwong, Phitak. (2016). The Best Practices to Creative Service of 5 Star

Hotels, Bangkok Metropolitan. Journal of Veridian E-Journal, Silpakorn University. 9(3): 131-

150. (in Thai)



47

Wongchiang, Arnon and Khemthong, Sulee. (2012) An Approach of increasing the efficiency of

medium and small sized hotel business in Hua-Hin district, Prachabkhirikhan province. STOU

Journal of Management Science. 10(1), 107-118.

Wongwattana, Busarin. (2016). Business practices of green leaf hotels under service quality in CHA-

AM, Phetchaburi. 11th National Conference on Research, Surindra Rajabhat University. 552-565.

(in Thai).

Youngtinnung, Punyanut. Sangboonnak, Rasita and Jongjit, Chatri. (2015) The factors affecting the

decision to choose hotel in Ko Pha-ngan. 5th National Conference on Research, Phuket Rajabhat

University. (in Thai).



48

Marketing Mix Factors Which Affect the Purchase Behavior of Hydroponics

Miss Pakamart Poopalai1, Dr. Watchara Yeesoontes2


[email protected]

ABSTRACT

The purposes of this research were 1) to study the level of participation in the market of hydroponics vegetable buying behavior study 2) to study the level of hydroponics vegetable buying behavior 3) To study the

relationship between the parts that affect the purchase of hydroponics vegetables. The sample group is the

consumer population of hydroponics vegetables in the area. To study the relationship between marketing mix

factors and buying behavior of hydroponics vegetables. The sample population is the consumer population of hydroponics vegetables. In Wattana area Bangkok uses random methods to distribute questionnaires to 323 data

collection tools. By calculating from the case of not knowing the population by using the formula of W. G.

Cochram from Probability Sampling. The method of collecting data is to have the sample read and fill out the

questionnaire by themselves Data analysis with SPSS statistical data processing program. Statistics used in the analysis include Descriptive statistics indicate the statistics used such as percentage, mean, standard deviation to

describe demographic data of respondents and various variables. Inferential statistics Statistics) used for

hypothesis testing Specify statistics used, such as t-test, ANOVA analysis, F-test (One-way ANOVA), correlation

cohort Chi-Square Coefficient Regression and Correlation. The research found that Personal factors affect the buying behavior of different hydroponics vegetables. It is found that personal factors with monthly income

Differing affects the purchasing behavior of different hydroponics vegetables for personal factors, gender, age,

education level, occupation and different status Affecting the behavior of buying hydroponics vegetables that are

not different and marketing mix factors influencing hydroponics vegetable buying behavior. It was found that marketing mix factors Influencing the behavior of buying hydroponics vegetables, consisting of several levels of

product prices to choose from to buy A clear price tag Hydroponics vegetable advertising signs Public relations in

various media and health activities, respectively.

Keywords: Hydroponics Vegetables, Marketing Mix, Consumer Behavior.

INTRODUCTION

Planting plants without soil or hydroponics Is a method that occurs in the country where there is a

problem of reduced agricultural areas due to community growth. Or areas that are not suitable for

farming Therefore, the plant is grown using hydroponics method to trade in order to produce quality

vegetables in exact quantities that meet the needs of supermarket stores. Toxic vegetable market

Planting crops to replace imported crops and planting for export Which can be processed into healthy

food which is popular and caused by the trend of health consciousness and needs with good shape Due

to the increasing market value plus consumer behavior, there is always a change in SME entrepreneurs,

health food businesses. Should understand the characteristics of food needs for the health of consumers

Including developing products to meet changing needs To be able to meet consumers and compete with

other operators1


1. To study the marketing mix factors in buying hydroponics vegetables

2. To study the behavior of consumers in the purchase of hydroponics vegetables

3 . To study the relationship between marketing mix factors and buying behavior of hydroponics

vegetables

Assume of educational base

1. Personal factors are related to the behavior of buying hydroponics vegetables.

2. Marketing mix factors influence the buying behavior of hydroponics vegetables

1



49

SCOPE OF STUDY CONTENT SCOPE

1. The content of the study on marketing mix factors affecting the buying behavior of

hydroponics vegetables The study used Philip Kotler's marketing mix theory, consisting of product,

price, distribution, promotion, and consumer behavior theory of Philip Kotler. Who bought? What

(Where) Buy Where (Where) Buy When (When) Why Buy (Whom) Buy (Whom) How to Buy (How)

2. Population boundaries

3. The population used in this study is hydroponics vegetable consumers. In the Wattana area

Bangkok Select 323 samples

4. Scope of time Used in the study between June - September 2018



50

Research framework

METHODOLOGY

Population and sample

1 . The sample population used in this study is the consumer population of hydroponics vegetables. In

Wattana area Bangkok

2 . The samples used in the research were 3 2 3 samples according to the results from the case of

unknown population. Use the formula of W.G.Cochram.

Tools used in education

The tools used in this study were the questionnaire used as a tool for collecting data. The students

created themselves with the following steps:

Part 1 Personal information Is general information of respondents It is a question of gender, age,

education level, occupation, income per month, status, creation of question characteristics as Nominal

Scale. It is a measure of data in order to divide the data into groups according to the specified

properties. With many answers to choose from but the respondents can choose only one answer The

measured data at this level use simple statistics to calculate the percentage value. In the data section,

part 1 consists of a total of 6 questions. The characteristic is checklist.

Part 2 is a questionnaire. Opinions about marketing mix factors, which are characteristics of score-

type questions Divide the priority score into 5 levels according to Likert.

Part 3 is a questionnaire. Opinions about consumer behavior as a question-type score Divide the

priority score into 5 levels according to Likert.

Personal factors

1. sex

2. Age

3. Education

4. Occupation

5. Monthly income

6. Status

Marketing Mix 4P

(Marketing Mix: 4P’s)

1. Product

2. Price (Price)

3. Distribution channels (Place)

4. Marketing promotion (Promotion)

Theory: Philip Kotler

(Customer Behavior)

Philip Kotler

Independent Variables Variable



51

Part 4 is the feedback information of the respondents as an open-ended question form for the

respondents to express their opinions and provide useful suggestions.

Questionnaire construction and query efficiency By studying the basic information Study the

theories of marketing mix factors And consumer behavior including documents Relevant to serve as a

guideline for creating questionnaires, studying principles and determining the issues of questions in

accordance with the objectives of the research and presenting the advisors To check the initial

questionnaire Applying the questionnaire to improve according to the recommendations and testing the

Validity, finding the consistency of the objectives and content (IOC) by 3 experts and used in

collecting reliability test data for 30 sets of questionnaires used in The study is as reliable as .932.


In order to complete the study, there are methods for collecting data as follows.

1 . Information obtained from the collection from studies and research from various sources including

textbooks, documents and other relevant research results.

2. Information obtained from responding to questionnaires of the target groups and receiving them back

Carry out the examination to ensure that the questionnaire is complete and can be analyzed.

3 . In this study The population studied is the consumer population of hydroponics vegetables using a

sample number of 323 samples. Probability Sampling.

DATA ANALYSIS

1. Descriptive statistics specify the statistics used such as percentage, mean, standard deviation

to explain demographic data of respondents and variables.

2. Inferential statistics used for hypothesis testing Specify statistics used, such as t-test, ANOVA

analysis, F-test (One-way ANOVA), correlation cohort Chi-Square Coefficient Regression and

Correlation.

RESEARCH RESULT

1. Personal information

The respondents totaled 323 persons. Most of them were female, aged between 30 - 39 years,

graduating with a bachelor's degree. Occupation of private company employee’s Monthly income

20,001 - 30,000 baht and single status.

สรปุผลทีไ่ดจ้ากการศกึษาปัจจยัส่วนประสมทางการตลาด

- Products, the study found that marketing mix factors in buying hydroponics vegetables the

overall average is at a high level. When considering the details found that at a high level, 5 items

consist of showing the expiration date on the packaging. Quality of hydroponics vegetables Benefits of

hydroponics vegetables Certified standards for hydroponics vegetables And the size of the packaging is

appropriate, respectively

- On the price side, the study found that marketing mix factors in buying hydroponics

vegetables The overall average is at a high level. When considering the details found that At a high

level, 5 items consisting of a clear price tag Value for money compared to product quality Value for

money compared to the amount of products There are many levels of product prices to choose from and

the price of hydroponics is appropriate, respectively.

- Distribution channels The study found that marketing mix factors in buying hydroponics

vegetables The overall average is at a high level. When considering the details found that At a high

level, 3 items consist of travel convenience, purchasing hydroponics vegetables. The place to distribute

hydroponics vegetables is important in buying. And product placement is organized in order

- Marketing promotion The study found that marketing mix factors in buying hydroponics

vegetables The overall average is moderate. When considering the details found that At a high level, 5

items include discounts for members. Providing knowledge and advice from sales staff Health

activities Public relations in various media and advertising signs of hydroponics vegetables

respectively

- In the aspect of marketing mix factors, the study found that marketing mix factors in buying

hydroponics vegetables The overall average is at a high level. 3 items include product, price and



52

distribution channels. And the overall average is 1 item, consisting of marketing promotion,

respectively

- The behavior of consumers in the purchase of hydroponics vegetables found that most buy

hydroponics vegetables. Not interested in the popular brands and vegetables, Green Oak decided to buy

because of the freshness of hydroponics vegetables. Which choose to buy from the supermarket

because of the convenience of traveling And have a personal interest By choosing to buy organic

vegetables as another alternative for health lovers, which during the period from 16.01 - 18.00 hrs, will

influence the decision to buy hydroponics by themselves.


Hypothesis 1, personal factors correlate with buying behavior of hydroponics vegetables The test

results using Chi-square correlation analysis showed that

พฤตกิรรมผูบ้รโิภค sex Old education occupation income status

A popular brand of hydroponics .811 .591 .297 .050 .014 .053

Hydroponics vegetable types that are

popular to buy .083 .003 .000 .000

.000 .066

Reasons for deciding to buy

hydroponics vegetables .882 .070 .044 .382

.230 .127

Popular places to buy hydroponics

vegetables .046 .000 .000 .000

.000 .071

Reasons to buy from such places .187 .003 .082 .063 .355 .568

Resources for buying hydroponics

vegetables .161 .039 .000 .000

.001 .301

In addition to hydroponics vegetables,

what types of vegetables are purchased? .522 .000 .000 .000

.000 .002

The most popular time to buy

vegetables is hydroponics. .297 .328 .142 .000

.022 .064

People who influence the decision to

buy hydroponics vegetables .002 .000 .112 .044

.004 .210

Hypothesis 2: Marketing mix factors influence consumer behavior in buying hydroponics vegetables. Test

results using Regression statistics show that marketing mix factors influence the buying behavior of hydroponic

vegetables. The Knicks consists of many levels of product prices to choose from. Clear price display signs,

advertising signs, hydroponics vegetables Public relations in various media and health activities organized with

a value equal to .014 .043 .031 .037 and .039 respectively.

Marketing mix issues

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

Relationshi

p B

Std.

Error Beta

Product

Quality of hydroponics vegetables .264 .243 .091 1.086 .278

Not

related

Benefits of hydroponics vegetables .267 .231 .095 1.157 .248

Not

related

Packaging size is appropriate. .317 .170 .139 1.865 .063

Not

related



53

Marketing mix issues

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

Relationshi

p B

Std.

Error Beta

Certified standards -.139 .191 -.050 -.727 .468

Not

related

expiration date on the packaging -.009 .193 -.003 -.045 .964

Not

related

Price

Hydroponics vegetable prices are

appropriate. .289 .189 .109 1.528 .128

Not

related

Value for money compared to product

quality -.260 .236 -.089 -1.105 .270

Not

related

Value of the price compared to the

amount of the product .265 .210 .097 1.262 .208

Not

related

There are many levels of product prices

to choose from. -.462 .186 -.185 -2.484 .014

Related

A clear price tag .387 .190 .144 2.032 .043 Related

Distribution channels

Travel convenience -.115 .197 -.044 -.586 .558

Not

related

Product placement is easy to find. .051 .200 .021 .255 .799

Not

related

The place to distribute hydroponics

vegetables .025 .214 .009 .116 .908

Not

related

Marketing promotion

Hydroponics vegetable advertising

signs -.445 .206 -.220 -2.161 .031

related

Public relations in various media -.464 .222 -.229 -2.095 .037 related

Member discounts .070 .167 .034 .417 .677

Not

related

Providing knowledge and advice .029 .189 .016 .155 .877

Not

related

Health activities .396 .191 .210 2.073 .039 related

Marketing mix factors that correlated with factors influencing the buying behavior of hydroponics

vegetables The results of the test using Person Correlations correlation coefficient analysis found that the



54

marketing mix factors that are related to the behavior of buying hydroponics vegetables in the same direction

and the opposite direction are high-end vegetable advertising signs. Hydroponics Public relations in various

media, clear price labels Health Activities and the product price has many levels to choose to buy with

correlation coefficients at the level of 183 ** -.169 ** .169 ** -.046 .010 respectively.

Pearson Correlations

Marketing mix factors

Value of relationship with consumer behavior

Person bearings Rank

Hydroponics vegetable advertising signs -.183** Opposite

direction

1

Public relations in various media -.169** Opposite

direction

2

A clear price tag .169** same direction 3

Health activities -.046 same direction 4

There are many levels of product prices to

choose from.

.010 same direction 5

DISCUSSIONS

- The study of marketing mix factors affecting the buying behavior of hydroponics vegetables.

There are issues to be discussed.

- Marketing mix factors affecting the buying behavior of hydroponics vegetables Giving

importance to the overall picture at a high level with opinions on the level of importance to the product,

followed by price and distribution channels as for marketing promotion Give priority to moderate level

respectively

- Marketing mix factors affecting the buying behavior of hydroponics vegetables, giving

importance to the overall product image at a high level

- Marketing mix factors affecting the buying behavior of hydroponics vegetables Giving

importance to the overall picture price at a high level with opinions on the importance of value for

money compared to the quality of the product

- Marketing mix factors affecting the buying behavior of hydroponics vegetables Give priority

to Distribution channels, the overall picture is at a high level. With comments placed at the level of

importance for ease of travel, choosing to buy hydroponics vegetables

- Marketing mix factors affecting the buying behavior of hydroponics vegetables Give priority

to The overall marketing promotion is at a moderate level. With comments on the importance of

providing knowledge and advice from sales staff


- From the study of marketing mix factors affecting the buying behavior of hydroponics vegetables, the

students have suggestions for the following benefits

- Products Entrepreneur / Distributor Should focus on The identification of information on the labels

attached to the packaging that clearly represents the nutritional value for consumers Production date



55

and expiration date Create modern packaging Make a difference with competitors in order to add value

to products.

- Price for entrepreneurs / distributors Should focus on pricing that is clear, suitable for the quality and

quantity of products that are fair to consumers

- Distribution channels Entrepreneur / Distributor Should focus on choosing a place Distribution in the

community that is convenient for consumers.

- Marketing delivery Entrepreneur / Distributor Should focus on organizing promotional activities in

various forms, such as having discounts for members on special days’ Collect membership cards to

earn points for discounts to increase repeat purchases of consumers.


1. There should be an in-depth study of marketing strategies in the distribution of hydroponics vegetables

to be used as a guideline for conducting business on hydroponics vegetables

2. There should be a study of hydroponics vegetables of consumer groups that cover more areas in

various levels to be used as a guideline for the business of hydroponics vegetables.

REFERENCES

Tosaporn Mahamud (2016) “Marketing factors influent in buying children english book, Bangkok,”

International Research Journal of Advanced Engineering and Science, Volume 2, Issue 1, pp.

8-10, 2016.

Wisanu Sri Uthai. (2015). Dog buying behavior in Mueang Nakhon Sri Thammarat. Master of Business

Administration Thesis Walailak University

ChawanOn sangprasert. (2014). Study of factors related to the behavior of dog buying decision of

working people in Bangkok. Master of Business Administration Thesis Rajamangala

University of Technology Suvarnabhumi College of Management.

Theeraphat Osot. Photo (2014). Factors affecting the decision to buy a dog Case study of Jatujak

Weekend Market. Master of Arts Thesis. Rajamangala University of Technology

Suvarnabhumi College of Management Kasetsart University.

Warathaya Puangjit. (2009). Dog buying behavior in Mueang Chiang Mai District. Master of Business

Administration Thesis Chiang Mai University.

Thanyarat Dokkhuntod (2006). Behavior and factors affecting the decision to buy dogs

of dog buyers in Si Racha District, Chonburi Province. Master of Business

Economics Thesis Kasetsart University.

Philip Kotler and Ivan Zetokan (2017). Marketing Books 4.0.



56

Transportation Factors for Tourism that Affects Quality Satisfaction Service of

Tourism Business in Samut Prakan Province, Thailand

Yaowalak Saeliang1, Watchara Yeesoontes2

Gaduate school of business administration Kasembundit University, Bangkok

[email protected]

ABSTRACT

The study of transportation factors for tourism affecting the satisfaction of service quality of tourism businesses in

Samut Prakan Province Purpose to study transportation factors for tourism of tourism businesses in Samut Prakan Province

Satisfaction level in service quality of tourism business in Samut Prakan province and the relationship between

transportation factors for tourism and the level of satisfaction in the service quality of tourism businesses in Samut Prakan Province. Use questionnaires as a data collection tool. 332 samples from the number of tourists using the service The

statistics used in data analysis were percentage, mean, and hypothesis test using T-test One-Way ANOVA. Regression

analysis Multiple regression Pearson correlation analysis. The results of the study showed that Answerer Most of them are

female, aged between 20 - 29 years old. Single status. Bachelor's degree. And have a career as a private employee Transportation factors for tourism affecting the quality of service satisfaction of tourism businesses in Samut Prakan

Province Tourists give importance to the overall level. Hypothesis test results Personal factors with gender, age, status,

education level and different occupations affect the level of satisfaction in the service quality of tourism businesses in Samut

Prakan Province is no different. With the statistical significance at 0.05 The convenience of contact channels Service Time Comfort Caring for service in respect of tourists Providing snacks and beverages on vehicles and environmental friendliness

Using environmentally friendly items Is related to the level of satisfaction in the service quality of tourism businesses in

Samut Prakan Province with statistical significance at the level of 0.05. Suggestions from the study Service providers should

increase the convenience of modern communication channels in line with the technology era. There is always updated

information. So as not to be confused Easy to track news Synchronization Scheduling travel programs Each program is

appropriate. To increase the speed of traveling from one point to another Keep checking the cleanliness on the vehicle. And

check the neatness in the cabin before - after the trip Including checking the temperature ready before departure for

customers to be comfortable Have to prepare physically before serving passengers to reduce road accidents Have prepared for various protective equipment in the cabin Check Engine to reduce air pollution And using degradable items easily Eco-

friendly.

Keywords: Transportation For Tourism Satisfaction In Service Quality Tourism Business.



57

INTRODUCTION

From that over the years Many workers leave the agricultural sector. And the industrial sector to enter the

service sector Especially in areas that benefit from tourism. At present, Thailand, which relies on tourism as the

main income, makes the tourism logistics concept very important. Also due to the intense competition Some

businesses may need to seek new management methods. And adaptation in order to match the popularity of the

modern era with the way of life in today's society or the lives of people have changed over time, thus making

the service to change the format as well With services that are more responsive to the needs (T. mahamud.,

2018).

In the tourism industry Transportation for tourism is an activity that creates businesses that produce products

and services to meet the needs of tourists. And also a business that has a direct impact on the tourism industry In

addition to export Tourism is therefore very important for driving the country's economy. In some years, the

growth of tourism is half the rate of economic growth. Management for development and improvement has

brought about transportation for tourism. And satisfaction in the quality of service to be a guideline for guiding

deficiencies Especially in transportation for tourism that focuses on efficient service And maximum

effectiveness With regard to the needs and satisfaction of tourists. the Meanwhile, the tourists’ different

personal factors in terms of gender, citizenship status and age did not have different opinions towards the

integrated cultural tourism management (T.Mahamud., 2018)

Research objectives

1. To study the transportation factors for tourism of tourism business in Samut Prakan province

2. To study the level of satisfaction in the service quality of tourism businesses in Samut Prakan Province

3 . To study the relationship between transportation factors for tourism affecting the service quality satisfaction

of tourism businesses in Samut Prakan Province.

Research hypothesis

1 . Different personal factors affect the satisfaction of the service quality of tourism businesses in Samut Prakan

Province.

2 . Transportation factors for tourism have an influence on satisfaction in the quality of service of tourism

businesses in Samut Prakan province.

3. Transportation factors for tourism are related to satisfaction in service quality of tourism businesses in Samut

Prakan province.

SCOPE OF RESEARCH

Content

Study using the concepts of Les Lumsdon and Stephen J. Page (20 04 ) Transportation factors for tourism

contain with What is available Accessibility Information about the time of caring for tourists Comfort Safety

And environmental friendliness And satisfaction in service quality, using the theory of A. Parasuraman, Valarie

A. Zeithaml, Leonard L.Berry (1 9 8 8 ) . The quality of service consists of the concrete aspects of the service.

Trustworthiness, trust Responsiveness Confidence And understanding the feelings of the clients. Population.

This study, the population is tourists of tourism business in Samut Prakan province. Select 3 3 2 samples

(calculated using the W.G. Cochran 1953 formula)

Conceptual framework for research

From the above studies The study was based on transportation concepts for tourism. And the concept of

satisfaction in service quality Conclusion and coordination is the framework of the following concepts

Variables Variable

Personal factors 1. sex 2. Age 3. Status 4. Education 5. Occupation

Satisfaction level in service quality

1. The concreteness of the service

2. Trust, trust

3. Response

4. Confidence

5. Access to the feelings of the clients



58

Illustration 1 Conceptual framework for research

RESEARCH TOOLS

The tools used in this study, the researcher collected data by the students themselves created with the

following steps to create

1. Study related documents and research to determine the questionnaire structure.

2. The questionnaire structure consists of 3 important parts as follows

Part 1 Personal information Is general information of respondents It is a question of gender, age, status,

education level and occupation. Creating a question is a nominal scale. It is a measure of data to divide data into

groups According to the specifications With many answers to choose from But the respondents can choose only

one answer The measured data at this level use simple statistics to calculate the percentage. In the data section,

part 1 consists of a total of 5 questions. There is a checklist.

Part 2 is a questionnaire. Opinions on transportation factors for tourism of tourism businesses in Samut

Prakan province Which is the question of the score type Divide the key score into 5 levels according to the

Likert model. The questionnaire created is a question, type, rating scale (Rating Scale).

Level 5 means the most important.

Level 4 means very important.

Level 3 means moderate importance

Level 2 means less important

Level 1 means the least important.



Average 4.51 - 5.00 most important

Average 3.51 - 4.50 is very important.

Average 2.51 - 3.50, important, medium

Average 1.51 - 2.50, less important

Average 1.00 - 1.50 is the least important.

Part 3 is a questionnaire. Opinions about the level of satisfaction in the service quality of tourism businesses

in Samut Prakan Province Which is the question of the score type Divided the score of the satisfaction level into

5 levels according to the Likert form. The questionnaire created is a question, type, rating scale (Rating Scale)

and the estimation is set as follows.

- Level 5 means the most satisfying.

- Level 4 means very satisfied.

- Level 3 means moderate satisfaction.

- Level 2 means less satisfaction

- Level 1 means the least satisfaction.



- Average 4.51 - 5.00 most satisfied

- Average 3.51 - 4.50 Very satisfied

- Average 2.51 - 3.50, moderate satisfaction

- Average 1.51 - 2.50, less satisfied

The average 1.00 - 1.50 is the least satisfied.

Examining the questionnaire by sending to 3 experts, examining the text, content, language, clarity and

accuracy in accordance with the educational issues (IOC).

Transportation factors for tourism

1. What is available

2. Access

3. Information

4. Time

5. Attention to tourists

6. Comfort

7. Safety

8. Environmentally friendly



59

Bring the questionnaire to improve Conducted tests with 30 representative groups to analyze reliability.

(Reliability) The result is updated again before being used to collect data from the sample group. Get the result

as follows.

Table 2 confidence test Reliability Statistics

Cronbach's Alpha N of Items

.970 35

Test confidence using the software package In finding confidence Using the Alpha Coefficient coefficient

to obtain the confidence level of the question, rating scale, which is equal to 0.970, can be considered that the

questionnaire is reliable And can be used to study with real samples.

Data collection

In order to complete the study, there are methods for collecting data as follows.

1. Information collected from Study and research from various sources Both textbooks, documents and

other research results associated

2. Information obtained from Questionnaire response Of the target group And get back to yourself Carry

out the examination To ensure that the form is complete and can be analyzed further

Data analysis

This study The study chooses to use statistics to analyze data as follows.

Descriptive Statistics Use percentage, mean, to describe demographic data of respondents and various variables

Inferential statistics Use t-test for One-way ANOVA Regression and Correlation to test the hypothesis.

RESEARCH RESULT


- The respondents totaled 332 people. Most of them were female, aged between 20 - 29 years old.

Single status graduated with a bachelor's degree. And have a career in private company employees

- Transportation factors for tourism of tourism business in Samut Prakan province

Summary of transportation factors for tourism of tourism business in Samut Prakan province found that

the opinions of respondents towards transportation factors for tourism of tourism businesses in Samut

Prakan Province in various aspects The overall picture is at a high level. The priority is as follows.

- What is available The overall average is at a high level. When considering each item, it was found that

at the high level, 4 items comprised of a variety of vehicles with the same variety of routes that provided The

quality of the service vehicles And the quality of tourist routes at each point respectively

- Accessibility The overall average is at a high level. When considering each item, it was found that at

the high level, 3 items consisted of the convenience of contact channels. The convenience of meeting point And

the time of service, respectively

- Information is at a high level. When considering each item, it was found that the top 3 items consisted

of providing accurate information about tourist attractions. Providing quick information And public relations of

tourism activities or festivals through various online media respectively

- Time is at a high level. When considering each item, it was found that at the high level 3 items

consisted of punctuality in service Suitability of the tour schedule And speed of travel respectively.

Satisfaction level in service quality of tourism business in Samut Prakan province

- Summary of satisfaction levels in service quality of tourism businesses in Samut Prakan province,

found that the level of opinions of respondents toward satisfaction levels in service quality in various areas The

overall picture is at a high level. Sort priority as follows

- The concrete aspect of the service is at a high level. When considering each item, it was found that at

the high level, 3 items consisted of moderately dressed service providers. The use of modern equipment or

technology used in the service and signs are clearly distinguished, respectively.

- Reliability and reliability are at a high level. When considering each item, it was found that at the high

level, 2 items consisted of service providers that could rely on Can rely on And receiving impressive service

respectively



60

- The response is at a high level. When considering each item, found that it is in a high level, 2 items

consist of being ready, willing to serve you forever And when contacted by you Service providers will contact

you quickly, respectively.

- Confidence is at a high level. When considering each item, it was found that at the high level, 2 items

consisted of polite manners and having a trusting personality and using skills, knowledge and expertise to

provide services respectively.

In terms of understanding the feelings of the customers at a high level When considering each item, it is found

that only one item is in a very high level. And at a moderate level, only one item is attentive to the needs of

customers, respectively


- Hypothesis 1. Different personal factors affect the level of satisfaction in the service quality of tourism

businesses in Samut Prakan Province. The results of the test using ANOVA statistics found that personal factors

with gender, age, status, education level And different occupations affect the level of satisfaction in the service

quality of tourism businesses in Samut Prakan Province is no different.

- Hypothesis 2. Transportation factors for tourism influence the level of satisfaction in service quality.

The results of the test using Regression statistics showed that the transportation factor for tourism has an effect

on the level of satisfaction in the quality of service of tourism businesses in Samut Prakan province, consisting

of using environmentally friendly items with a value equal to 0.048 Pay attention to service with a Sig value of

0.025. Convenience of contact channels Service time And serving snacks and beverages on vehicles with equal

Sig value of 0.000 respectively, with statistically significant at the level of 0.05

- Hypothesis 3. Transportation factors for tourism are related to the level of satisfaction in the service

quality of tourism businesses in Samut Prakan province. Test results using Pearson Correlations statistics found

that the transportation factor for tourism is related to the level of satisfaction in the service quality of the tourism

business in Samut Prakan province, consisting of the convenience of the contact channel is equal to 0.603

Attention to service is 0.567. Providing snacks and beverages on vehicles is equal to 0.528. The service is 0.488

and the use of environmentally friendly items is 0.406, respectively.

DISCUSSION OF RESEARCH RESULTS

From the study of transportation factors for tourism affecting the level of satisfaction in the service quality

of tourism businesses in Samut Prakan Province The study has the following issues to be discussed.

Transportation factors for tourism of tourism business in Samut Prakan province What is available The

overall picture is at a high level. In accordance with the research of Komsom Somnawat and Faculty (2010),

which has studied the development of tourism industry in Samut Songkhram province. Found that the things

that are available at a high level.

Transportation factors for tourism of tourism business in Samut Prakan province Access to tourist

attractions The overall picture is at a high level. In accordance with the research of Sirinan Phongnirandorn and

the faculty (2016), which has studied the guidelines for the development of tourism management potential.

Wang Nam Khiao District Nakhon Ratchasima Found that the access to tourist sites is at a high level

Transportation factors for tourism of tourism business in Samut Prakan province Information The overall

picture is at a high level. In accordance with the research of Komsom Somnawat and Faculty (2010), which has

studied the development of tourism industry in Samut Songkhram province. Found that the information is at a

high level.

Transportation factors for tourism of tourism business in Samut Prakan province Comfort And

safety The overall picture is at a high level. In accordance with the research of Sirinan Phongnirandorn

and the faculty (2016), which has studied the guidelines for the development of tourism management

potential. Wang Nam Khiao District Nakhon Ratchasima Found that the comfort And safety is at a high

level And in accordance with Weerawit's research Lert Thaitrakul (2013), which studied the efficiency

of transportation systems for tourism in Koh Sichang Chonburi province Comfort

SUGGESTIONS FOR RESEARCH



61

From the study of transportation factors for tourism affecting the level of satisfaction in the service quality of

tourism businesses in Samut Prakan Province The study has suggestions for the following benefits.

Transportation factors for tourism of tourism business in Samut Prakan province In terms of services, service

providers should increase the variety of vehicle types available. And regularly check the quality of vehicles that

are always available. Transportation factors for tourism of tourism business in Samut Prakan province Access to

service providers should increase the convenience of modern communication channels. And in accordance with

the technology era Including having a comprehensive transportation system in order to be able to access the

tourist attractions easily. Transportation factors for tourism of tourism business in Samut Prakan province

Information Service providers should always have updated information. So as not to be confused Easy to track

news And have synced data. Transportation factors for tourism of tourism businesses in Samut Prakan province.

At the time, service providers should schedule travel programs. Each program is appropriate. To increase the

speed of traveling from one point to another. Transportation factors for tourism of tourism business in Samut

Prakan province In respect of passengers Service providers should regularly check the cleanliness on the

vehicle. And check the neatness in the cabin before - after the trip. Transportation factors for tourism of tourism

business in Samut Prakan province Comfort Service providers should check the temperature ready before

departure. For customers to be comfortable And adjust the temperature in the cabin appropriately.

Transportation factors for tourism of tourism business in Samut Prakan province Safety Service providers

should prepare themselves physically before serving passengers. To reduce road accidents And have prepared

for various protective equipment in the cabin. Transportation factors for tourism of tourism business in Samut

Prakan province Environmental friendliness Service providers should regularly check the engine. To reduce air

pollution Use of easily degraded and environmentally friendly items.


In the next study Qualitative research to gain more insightful information By studying tourists from all

countries that use transportation services for tourism In order to obtain guidelines for the development of all

transportation activities for tourism As well as interviewing the reasons for using the service in conjunction with

an in-depth interviews or focus group to get more complete information. (Complementary research) to compare

results of results analysis For the benefit of bringing the results to a better use.

REFERENCING

T. mahamud “Management of Integrated Cultural Tourism in Pitsanulok Pichit and Phetchabun Province” Humanities

and Social Science Research Promotion Network Journal Volume 1 Issue 2 (May - August 2018).

T. mahamud (2018) “Human Resource Management Model of Small and Medium Enterprises (SME’s) in Singapore”

kasembundit journal Vol 19 (2018): September – October.

Parasuraman, Valarie A. Zeithaml, Leonard L.Berry. “A Conceptual Model of Service Quality and Its Implications for

Future research” The Journal of Marketing, Vol.49, No.4 (Autumn, 1995), pp.41-50.

Les Lumsdon and Stephen J. Page (2004). “Tourism and transport; Issue and Agenda for the New Millennium” A

Volume in Advances in Tourism Research, pp.1-27

Cochran, W.G. (1953). Sampling Techiques. New York: John Wiley & Sons. Inc. Cronbach

Zeithaml, V. A., Parasuraman, and L. L., Berry. (1985). “Problem and Strategic in Services Marketing.” Journal of

Marketing 49 (2), pp. 33-46.



62

Marketing Mix Factors Affecting the Decision to Buy Obese Clothes Online

Miss. Pimpilai Chokchai1, Prof. Suthum Phongsamran2

Graduate School of Business Administration, Thailand

[email protected]

ABSTRACT

The study of marketing mix factors affecting the decision to buy obese clothes online The objective of this

research is to study the marketing mix factors and the decision to buy obese clothes online. Use questionnaires as a tool to

collect sample data of 323 people using statistics such as percentage and mean, hypothesis testing, t-test, ANOVA analysis

(One-way ANOVA) Regression. The results showed that the respondents were between 26-35 years of age, single status,

bachelor's degree or equivalent income 15,001-20,000 baht. Marketing mix factors affecting the decision making process to

buy obese clothes online Product and the distribution aspect has a high average in overall in terms of price and marketing

promotion the average total is at a moderate level. Online decision making process for buying obese clothes Found that the

perceived needs the average value is included in the level of importance. In terms of finding information, the average value

is included in the medium importance level. In the evaluation of alternatives, the average value is included in the level of

importance. The decision to buy the average value is included in the level of importance. And feelings after purchase The

average value is included in the level of importance. Suggestions from the study Product The distributor of products through

the online system should have a selection of quality obese clothes. There are designs that are suitable for the shape and

should clearly identify the products of the clothing price. For easy decision making of consumers The price should set the

price to suit the quality of the product and there are various channels of payment to be an alternative to consumers.

Distribution The person should set the time for ordering the product clearly and specify the details of the order of the

customer to complete in order to determine the appropriate delivery date. And can deliver the product and marketing

promotion Should select pictures Advertising of products according to reality and have to check the order of customers at all

time.

Key Words: Marketing Mix.

INTRODUCTION

Clothing is one of the four factors that are essential to human life. Prevent heat, cold Including preventing

external hazards This function is a physical function. Clothing is also an indication of the image of the wearer.

Social status to help strengthen personality Showing the taste of the wearer as well at present, clothing has

developed in both modern style and quality according to the needs of users. This will be ordered to be tailored

according to the general tailor shop or will be ordered especially from the famous designer or in the form of

ready-made garments

Is used as a new marketing channel that is hot in the online world and ready to overtake all the media

currently available for the new generation of B2C customers, it is one of the marketing and communication

channels that marketers use. To reach customers in the online world Currently, Facebook is not just social

media. To communicate and increase relationships between families Friends and acquaintances According to the

initial objectives that were created but has crossed over to create relationships, discoveries, sharing and learning

via shortcuts More than that, creating a close relationship between the consumer and the brand as well as a new

way to reach customers who are more efficient in product trading. Exchange of information is a word of mouth

(WOM) or web-based (Word of Web: WOW). Online networks have a role as a source of information for

Internet users to make a purchase. Products through electronic commerce

At present, there are vendors selling electronic commerce business strategies. Combined with the popularity

of online systems to create customer networks and trade networks Selling products causing the group marketing



63

(Social Networking Marketing) and marketing through agents (Affiliate Marketing) more and more, resulting in

the sale of clothing through the blog page. Which is an easy way and reach direct target customers Because it

reduces the risk of not being able to see the actual product before making a purchase The seller can use the

online network service to create credibility for themselves. And products sold by relying on Viral Marketing as

well as allowing buyers and users to have the opportunity to express their opinions and provide in-depth

information about the product Such systems result in popularity ratings in the product and give the seller a

rating. However, the decision to buy clothes via the online system Has been accepted and has been widely

purchased on the electronic market (E-Marketplace) both in the form of bidding for products Opening a website

and sales announcements through the webboard as a student doing online trading business, is interested in

studying the subject. Marketing mix factors affecting the decision to buy obese clothes online in order to bring

the results of the study to be a guideline for the operators of obese people clothing through online systems to

distribute products in accordance with the process needs of users.

At present, there are vendors selling electronic commerce business strategies. Combined with the popularity

of online systems To create customer networks and trade networks Selling products causing the group

marketing (Social Networking Marketing) and marketing through agents (Affiliate Marketing) more and more,

resulting in the sale of clothing through the blog page.

Which is an easy way And reach direct target customers Because it reduces the risk of not being able to see

the actual product before making a purchase The seller can use the online network service to create credibility

for themselves. And products sold By relying on Viral Marketing as well as allowing buyers and users to have

the opportunity to express their opinions and provide in-depth information about the product Such systems

result in popularity ratings in the product and give the seller a rating. However, the decision to buy clothes via

the online system Has been accepted and has been widely purchased on the electronic market (E-Marketplace)

both in the form of bidding for products Opening a website And sales announcements through the webboard As

a student doing online trading business, is interested in studying the subject. Marketing mix factors affecting the

decision to buy obese clothes online In order to bring the results of the study to be a guideline for the operators

of obese people clothing through online systems to distribute products in accordance with the process needs of

users.


1. To study the marketing mix factors that affect the decision making process for buying obese clothes online.

2. To study the process of making decision to buy obese clothes online

Educational hypothesis

1. Different personal factors affect the decision-making process of buying obese clothes through different online

systems.

2. Marketing mix factors have an influence on the decision to buy obese clothes online

SCOPE OF STUDY

1. Content Based on the concept of marketing mix theory contain with Product (price), price (price),

distribution channel (Place), marketing promotion (Promotion) and study the process of purchasing decision,

there are 5 steps to recognize the need (Need Recognition), search for information (The information Sources)

Evaluation of selection (Alternatives Evaluation) Purchase Decision and Post Purchase Feeling.

2. Demographics and sample groups that want to study Is a woman with a fat shape that orders clothes

online in the amount of 323 people.

3. The period of time used in the study between November 2018 - February 2019.

How to conduct education

This study has two separate sources of information:



64

1. Primary data is data obtained from questionnaires for data collection. Sample group is Women with

obese shapes who ordered clothes through social media online, 323 people were respondents.

2. Secondary data (Secondary data) is information obtained from textbooks, books, journals, study reports,

documents associated And internet.

Population used in education

1. The study population has determined the target population is A fat woman who ordered clothes online

2. The sample group in this study Use random sampling to give out questionnaires and do not know the

population. Therefore having to stack the sample without using Non-Probability Sampling and

Purposive Sampling Sampling population was determined by finding the sample size using the

calculation method using W.G. Cochran's formula at 95% confidence level. Accepting errors at .05.

Select 323 samples.

Tools used in education

1. Study related documents and research to determine the questionnaire structure.

2. The examination of the created questionnaire was sent to 3 advisors and experts to check the text,

content, language, clarity and accuracy. According to the issues studied, the IOC value is 0.82

3. The questionnaire was used to improve and perform the test with 30 representative groups. Reliability

analysis was carried out. The results were revised again before being released with data from the sample

as follows.

Reliability Statistics

Cranach’s

Alpha

N of Items

.613 37

How to collect data

1. Information collected from Study and research from various sources Both tables, documents and other

research results associated.

2. Information obtained from Questionnaire Response of the target group and get back to yourself Carry

out the examination to ensure that the questionnaire is complete and can be analyzed.

Data processing and analysis Processed data obtained from computer program queries by looking at percentages

(Percentage) and mean (Mean) Microsoft Excel, which is a ready-made program for creating pie charts and bar

charts with explanations. results and bring the results from the chart to present for analysis according to the

characteristics of various variables.


1. Descriptive Statistics The statistics used are percentage, mean (Mean) and to describe demographic data of

respondents and various variables.

2. Inferential statistics used for hypothesis testing The statistics used are the t-test. ANOVA analysis (One-

way ANOVA) and Regression.



65

RESEARCH RESULTS

There were 323 respondents who were between the ages of 26-35 years. Single status graduated with a

bachelor's degree or equivalent to other professions such as employment and income. 15,001-20,000 baht

The results of the analysis of marketing mix factors affecting the decision making process for buying obese

people online with the following details:

1. Product with averaging at a high level The importance is at a very high level. 4 The list of customers

gives importance to the quality of products, details of the products are complete. There are many clothes to

choose from according to the needs of the clothes. Quality meets the order.

2. In terms of price, the results of the study showed that they were at a moderate level. With detailed

comments in the medium level of importance, 3 items, consisting of cheaper clothing prices, purchasing other

channels There are many payment channels. And the price is suitable for product quality.

3. Distribution with averaging at a high level The level of importance is at 3 levels, consisting of access to

stores every 24 hours, selling products via internet, website, website, Facebook, and Instagram. And is quick in

choosing to buy products in order.

4. Marketing promotion with an average level at a moderate level when considering the level, the

importance is in the high level of importance. 2 items include advertising through pictures and video clips.

Salespeople are enthusiastic. And is in the middle level of importance 1 item, press the line, press share and

comment on the product respectively.

The result of the decision to buy obese clothes online with the following details

Recognition of needs The results of the study found that it is in a very important level. With detailed

comments In the level of importance, 4 items, consisting of having satisfaction in buying clothes Buy clothes to

enhance personality. Buy clothes when necessary. And clothes purchased are limited according to income.

- Information search The results of the study were found to be at a moderate level. With detailed

comments At the level of medium level importance, 4 items, consisting of buying products online, are cheaper

than the market. Buying products online is suitable for today's lifestyle. Before buying clothes, study details

about clothing well. And before buying clothes online and studying details about clothing.

- Evaluation of alternative The results of the study found that it is in a very important level. With

detailed comments 4 levels of importance, consisting of convenience, speed and ease of purchase, resulting in

decisions Proud to buy clothes that meet the needs. Feeling satisfied with buying clothes online And get clothes

as needed.

- Purchase decision The results of the study found that it is in a very important level. With detailed

comments In the level of 5 important levels, consisting of Bought during the promotion of the shop Buy because

I bought and liked in clothes, considering the price as appropriate and choosing to buy quality clothes.

- Feelings after purchase The results of the study found that it is in a very important level. With detailed

comments in the level of importance, 3 items, consisting of satisfied with the quality of the product Come back

to buy again and recommend friends or close friends to buy from this store.


- Hypothesis 1 , different personal factors affect the decision to buy obese people through online

systems differently. The test results using ANOVA statistics show that personal factors with different

incomes affect the purchasing decision. Obese people clothing online is different for personal factors,

age, status, occupation, average income, different. Affecting the decision to buy obese clothes online not

different

- Hypothesis 2 Marketing mix factors influence the decision making process for buying obese

clothes online. The test using Regression statistics found that marketing mix factors Marketing

Promotion The story is advertised through pictures. And video clips and the staff are enthusiastic

Influencing the decision making process for buying obese clothes online Influencing the decision to buy



66

obese clothes online at statistical significance at .05 level Marketing mix factors The product, price and

distribution aspect did not influence the decision making process to buy obese clothes online.

DISCUSSION OF SUGGESTIONS FROM STUDIES

1. Products The distributor of products through the online system should have a selection of

quality obese clothes. There are designs that are suitable for the shape and should clearly identify the

products of the clothing price. For easy decision making of consumers .

2. Price for the distributor of products online Should set the price to suit the quality of the product

and have various payment channels to be an alternative to consumers .

3. Distribution Distributor of products online Should set the time for ordering the product clearly

and specify the details of the order of the customer to complete in order to determine the appropriate

delivery date and time and can deliver the product.

4. Marketing promotion Distributor of products online Should select pictures Advertising of

products according to reality and have to check the order of customers at all times.

REFERENCES

Bryden, A., Roberts, B., Petticrew, M., McKee, M. (2013). A systematic review of the influence of

community level social factors on alcohol use. Health & Place, 21, 70-85.

Creative Research Systems Survey Software. (2013). Top ten review: Gold software of 2013. Malibu,

CA: Advanced Reservice.

W. Pant., Tosaporn mahamud (2018) “Management of Integrated Cultural Tourism in pitsanulok Pichit

and Phetchabun Province” Humanities and Social Science Research Promotion Network Journal

Volume 1 Issue 2 (May - August 2018).

Jossor, R. (1991). Risk behavior in adolescence: A psychosocial framework for understanding and

action. Journal of Adolescence Health, 12, 597-605.

World Health Organization. (2014). Alcohol consumption in ASEAN. Geneva: WHO. Bloom, Benjamin,

S. (1975). “Taxonomy of Education Objective,” Handbook 1: Cognitive Domain. New York: David

Mckay Company. Inc.

Chilcoat, H. D. & Breslau, N. (1996). Alcohol Disorders in Young Adulthood: Effect of Transitions

Into Adult Roles. Journal of Health Social Behavior.

Lawrene, W.G., et al. (1980). Health Education Planning: A Diagnosis Approach. California:

Mayfield Publishing.



67

Motivational Factors Affecting Job Morale of Employees MDX Public Company

Limited

Miss Chanpen Liamsuwan1, Prof. Suthum Phongsamran2

Graduate School of Business Administration Kasem Bundit University, Thailand [email protected]

ABSTRACT

The objective of this research is to study the driving force that affects the morale of the work for education and the

performance of the employees of Star Public Company Limited. Used in analysis Hypothesis testing using inferential

statistics such as t-test, ANOVA analysis using F-test (One-way ANOVA), correlation coefficients in hypothesis testing with

the results as follows: A total of 60 respondents found that MDX Public Company Limited employees responded to the questionnaire. Most of them are female, less than or equal to 30 years old. Single status. Bachelor's degree. General staff

positions with a working period of 6 - 10 years and monthly income 15,000 - 25,000 baht. Morale of the employees' overall

performance was at a high level. The staff has the most morale and morale in the operation of the supervisors. Followed by

work stability and professional status respectively. The administration of the supervisor Issues of supervisors ordering and solving problems for reasons Work Stability Issues that are made with stability and career status Issues that are made with

honor and dignity Affecting the overall morale of the employees of MDX Public Company Limited

Keywords: Morale.

INTRODUCTION

Current economic changes as a result; internal management must be constantly updated. Changes make

employees more choices. Employees resigned when receiving better incentives from new companies.

Employees who do not have motivation to work will cause employees to not have work power. There is a

problem of working for success according to the assigned duties. Employees lack cohesion and lack cooperation

in work. Or working behavior that is lacking in efficiency and continue to work as long as he is satisfied One

factor that affects the performance is Motivation to work The high motivation of employees Especially the

incentives that arise from the employees themselves Will affect the morale of the employees Employees are

happy to work. Which will affect the performance Making the work more efficient as well (Soonhee Kim,2001).

From the foregoing The study therefore is interested in studying the motivation that affects the morale of

the employees of MDX Public Company Limited in order to bring the results from the study. To be a guideline

for enhancing work motivation for employees to give employees more morale and for the benefit of those

interested.

Research objectives

1. To study motivation that affects the morale of the employees of MDX Public Company Limited

2. To study the morale of the employees of MDX Public Company Limited

SCOPE OF RESEARCH

Content: Study of two factors (Frederick Herzberg): motivation factors consisting of the success of the

work Praising or accepting the nature of work, responsibility Career advancement And supporting factors or

health-hygiene, consisting of compensation, relationships with supervisors Relationship with colleagues How to

rule Policy and administration Work stability And career status Work morale (Flippo Edwin B.1970), including

cooperation in the operation Honesty, loyalty to the company Commitment to improve work development in

responsible duties Smoothness in operations and groups can solve problems together. Have confidence and faith

in the company Population: The population used in the study is Employees of MDX Public Company Limited,

the population of 60 people Duration: The study period is between June and September 2018.



68

Research framework

RESEARCH METHODOLOGY

Population used in research is 60 employees of MDX Public Company Limited.

Tools used in research / data collection

In this research The researcher used the questionnaire as a tool to collect 60 research data.


1. Information obtained from the collection of studies from various sources including textbooks,

documents and other research results associated.

2. Information obtained from questionnaires of the target group and self-return Carry out the

examination to ensure that the questionnaire is complete and can be analyzed.

3. In this study The population studied is the employees of MDX Public Company Limited, using a

population of 60 people.

4. Creating a questionnaire and finding the efficiency of the questionnaire by studying the basic

information Study the theory of motivation theory that affects morale in the operation Including related

documents as guidelines for.


• Sex

•Age

•Status

• Education level

•Position

• Experience

•Income per month

Motivation theory

Motivation factor

• Job success

• Praise or acceptance

• Job description

• responsibility

• Career advancement

Supporting factors or

hygiene

• Remuneration

• Relationship with

supervisors

• Relationship with

colleagues

• How to govern

• Policy and administration

• Work stability

• Career status

Frederick Herzberg

Morale in the performance of

employees of MDX Public Company

Limited

• Cooperation in operation

• Integrity Loyal to the company

• Commitment to improve Develop

work in responsible duties

• smooth operation and the group

can solve the problem together

• Confidence and faith in the

company Flippo



69

Create questionnaires, study principles and determine the issues of questions in accordance with the

objectives of the research and present the advisors. To check the initial questionnaire, Apply the updated

questionnaire as suggested. And conducting a test of Validity to find the consistency of objectives and content

(IOC).

By 3 experts and used to collect the reliability test data for 30 sets. The questionnaire used in the study is

reliable at 0.960.

DATA ANALYSIS

1. Descriptive statistics specify the statistics used. Such as percentage, mean, standard deviation to explain

demographic data of respondents and various variables.

2. Inferential statistics used for hypothesis testing Specify statistics used such as t-test, ANOVA analysis, F-test

(One-way ANOVA), Correlation Coefficient.


A total of 60 respondents found that MDX Public Company Limited employees responded to the

questionnaire. Most of them are female, less than or equal to 30 years old. Single status. Bachelor's degree.

General staff positions with a working period of 6 - 10 years and monthly income 15,000 - 25,000 baht.

Summarizing the results from the study of motivation that affects morale in the operation

Information on motivation that affects the morale of the employees of MDX Public Company Limited can

be summarized as follows:

- The success of the work is at a high level. When considering the details found that Employees pay

attention to the success of the work at a high level. 3 items consist of responsibilities and tasks that

have been accomplished according to the goals. Solve problems that occur while working

successfully. And is part of the successful work, respectively.

- The praise or acceptance is at a high level. When considering the details found that Employees pay

attention to the high level of praise or acceptance of 3 items, including praise and acceptance from

colleagues. Supervisors accept various comments. And received compliments from supervisors

that had knowledge The ability is suitable for tasks assigned in order.

- The aspect of the work is at a high level. When considering the details found that Employees pay

attention to the characteristics of the work performed at the high level. 3 items consist of

assignments according to knowledge, ability and aptitude. Clearly define duties and

responsibilities and have initiative to create new ways Used in creative work until success,

respectively.

- Responsibility is at a high level. When considering the details found that Employees pay attention

to responsibility at a high level. 3 items consist of work without close control from supervisors.

Have the power to make decisions and work that is responsible and was assigned to take

responsibility for new jobs respectively.

- The progress in the job position is at a high level. When considering the details found that

Employees pay attention to the progress of the job at the high level. 3 items include support in

training, seminars, study visits to increase knowledge. Consider fair promotion and able to create

works to be promoted respectively.

Sustaining factors or health-hygiene factors The study found that The overall average of the level of

importance of motivation factors that affect morale in the operation

- The remuneration is at a high level. When considering the details found that Employees pay more

attention to compensation at a high level. 3 items consist of salary rates that are appropriate for the

amount of work performed. welfare system and other remunerations to support the operation is

appropriate and the salary rate is suitable for the current cost of living, respectively.

- The relationship with the supervisor is at a high level. When considering the details found that

Employees attach importance to relationships with supervisors at a high level. 3 items include

supervisors can consult and help solve problems Supervisors are friendly with all subordinates.

And supervisors to encourage and promote the work, respectively.

- The relationship with colleagues is at a high level. When considering the details found that

Employees attach importance to the relationship with colleagues at a high level. 3 items include

being a dependency of colleagues as well. Colleagues to help each other very well. And accept to

listen to opinions and suggestions for each other respectively.



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- The method of administration, commandment is at a high level. When considering the details

found that Employees pay more attention to the rule of command at the high level. 3 items include

supervisors, order and solve problems for reasons. The supervisor has the discretion in the

operation or the solution. And the supervisor has justice Equality in government, respectively.

- Policy and administration are at a high level. When considering the details found that Employees

pay attention to policies and management at a high level. 3 items comprising executives can lead

the company to success. The company has a clear management policy. And the company has a

systematic operation method in order.

- The working stability is at a high level. When considering the details found that Employees pay

attention to the stability of work at a high level. 3 items consist of companies that are stable

organizations. Job position is stable and have the intention to work in the company until

retirement, respectively.

- The status of the occupation is at a high level. When considering the details found that Employees

pay attention to the status of the profession at a high level. 3 items consist of work that is done

with honor and dignity. The company is socially acceptable. And the profession is preferred by the

market respectively.

Information on morale and performance of employees of MDX Public Company Limited

SUMMARIZED AS FOLLOWS

- Cooperation in operation is at a high level. When considering the details found that Employees pay

attention to the cooperation in the operation at a high level. 3 items consist of love, harmony, harmony with

colleagues. Cooperation in the operation with willingness and ready to work and coordinate with other

departments in the company respectively.

- Honesty Loyalty to the company is at the highest level. When considering the details found that

Employees pay attention to honesty. Loyalty to the company at the highest level, 2 items consisting of

dedication and desire for the company to progress and honesty Loyal to the company respectively.

- The commitment to improve the development of duties in the responsibility When considering the

details found that Employees pay attention to the commitment to improve the development of the duties in the

responsibilities at the high level. The 2 items consist of an aim that improves the development of the duties that

are better at all times. And self-improvement to create initiatives in various activities in order to improve the

work in order, respectively.

- smooth operation and the group can solve the problem together at a high level When considering the

details found that Employees pay attention to the smooth operation. And the group can solve the problem

together at a high level. 2 items, consisting of departments can always solve problems together well. And the

work that was done smoothly and caused little conflict, respectively.

- Confidence and faith in the company is at a high level When considering the details found that

Employees pay attention to confidence. And faith in the company at a high level 2 items consisting of faith in

the company and have confidence in the company respectively.


Hypothesis 1. Different personal data has a different effect on morale in the performance. The test results

show that personal information with different status has an effect on morale in the operation. Differing

significantly at 0.05 and for personal data on gender, age, education level, position, work experience And

average monthly income Which has a different effect on morale in the operation is not different.

Hypothesis 2. Motivation influences morale in the performance of employees. MDX Public Company

Limited The results of the tests showed that motivation had influence on morale in the operation. Solve the

problem for a reason Job positions that are stable The work that is done with honor and dignity is equal to 0.031,

0.012 and 0.007, respectively.

Discuss the findings of the study

The study of motivation that affects morale in work The researcher has issues to discuss the results.

According to the study of motivation that affects the morale of the employees of MDX Public Company

Limited, the students have suggestions for the following benefits.

- The way to rule the command Issues that should be addressed are: Supervisors should be fair. Equality in

government Treat all employees equally, not discriminate to be able to rule subordinates as well. And make

employees more efficient.

- Work Stability Issues that should be improved are Employees intend to work in the company until retirement.

Employees should be rewarded when employees have excellent performance. And provide benefits other than

salary for employees who have worked with the company for a long time.



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- Status of occupation Issues that should be addressed are: Occupation is a requirement of the market. Should be

changed according to the growing labor market and the needs of today's people.

-Morale in the operation of employees of MDX Public Company Limited. Issues that should be addressed are:

Smooth operation and the group can solve the problem together The company should arrange for employees to

do more activities together than ever before. For employees to build good relationships with each other Learn

how to solve problems Working together as a team without conflict.

-Company executives should strengthen motivation for employees by creating a working atmosphere in the

company for employees to have good morale and quality of life The commitment to the organization.

SUGGESTIONS FOR FURTHER RESEARCH

The morale of the employees of MDX Public Company Limited. Companies that have not yet studied the

incentives that affect morale and strength in practice Therefore, further research should be extended to related

affiliates. To know the morale and morale of employees in the group of companies.

REFRENCES

Herzberg and the other.The motivation to work.2d ed. New York : John Willy & Sons,1959.

Anderson, Lester W. (1996) “Secondary school administration” 1st ed. Boston: Houghton Mifflin Company.

Flippo, Edwn B. 1971. Principe of Persinnel. New York: McGraw-Hill.

Maslow, Abraham Harold. 1960. Motivation and Presonality. New York: Harpers and Row.

Soonhee Kim, Hyangsoo Lee, (2010) "Factors affecting employee knowledge acquisition and application

capabilities", Asia-Pacific Journal of Business Administration, Vol. 2 Issue: 2, pp.133-152,

https://doi.org/10.1108/17574321011078184

Flippo Edwin B. (1970) Principle of Personnel Management. New York: Mc Graw-Hall Inc.

Tosaporn mahamud (2016) “Factors Affecting Consumers’ Buying Behavior for Honda City CNG” Proceedings

of International Conference on Science, Technology, Humanities and Business Management, 29-30 July

2016, Bangkok.

https://doi.org/10.1108/17574321011078184



72

Consumer Behavior on Buying Cosmetics through Facebook Application

Kantima Jonlob1, Chinnaso Visitnitikija2


[email protected]

ABSTRACT

The primary purposes of this study were to determine: (1) Marketing mix factors, and (2) consumer behavior on

buying cosmetic through Face book application. A questionnaire was distributed to 400 ladies who purchased cosmetics

through Facebook application and analyzed data in statistic application of percentage, mean, standard deviation, Chi-square,

and multiple regression analysis. This study indicated most of respondents were female, aged 21-25 years old, single status,

university students with bachelor degree holders, earned the average income of 10,001-15,000 baht, purchased cosmetics

through Facebook application, for the reason of beauty, selected facial products and equipment, and received products

knowledge from multimedia channel with online payments. The marketing mix factors influenced consumer to purchase

cosmetics through Facebook application were at a high level consisted of products, prices, distribution channel, and

marketing promotion. The results from hypothesis testing revealed that the personal different patterns, such age, level of

education, occupation, and average monthly income influenced consumer behavior on purchasing cosmetics through

Facebook application. The marketing mix factors, such as products, prices, reputable brands, variety of brands, different

designs, standard prices, channel of payment, and distribution channel were at statistically significant .05 level.

Recommendations from the study results were that administrative officers should emphasize on distribute standard quality

products which approved by government, offer a variety of products, appropriate prices according to the quality of products,

more payment channel, fast delivery and services, service after sale, and special events which customer can participate.

Keywords: Marketing Mix, Consumer Behavior, Cosmetic, Facebook.

INTRODUCTION

Today's society has changed into a globalized society. That is, a society without borders Which humans can

communicate more conveniently and quickly Due to the development of various communication equipment

technology including various signal network systems Based on the above information, humans cannot deny that

these technologies have played a huge role in the daily lives of humans. Whether it is education, entertainment

and business (Aree Kulpana, BE2557) This rapid technological advancement causes the current trading system

to be very different. Since in the past, trading only had to be sold through the storefront, thus requiring high

investment. In addition, traditional trading will only create customers in the area. But at present, the technology

has been used in trading business. Also known as electronic commerce (E-commerce).

Which is a business using electronic media as a trade medium between traders and customers to achieve

business goals, such as buying goods and services Advertising through electronic media Whether it is a phone,

television, radio or even the internet, etc., resulting in electronic commerce being widely popular. Because there

is a good return because it is a trade that does not have to go through a middleman It is also a borderless trade.

There is no limit of time and place. Making it possible to reach the target group directly and quickly Therefore

resulting in entrepreneurs in Thailand seeing the benefits of electronic commerce As can be seen from online

stores that have increased continuously. And various businesses in Thailand that turn to channels Electronic

commerce (E-commerce) in selling products and services.

Business communication via online media, called Facebook, helps to make every business grow

appropriately. And able to easily market without having to pay a very high cost Entrepreneurs can create a Fan

page about the product. Or service by yourself Which the fan page will be able to create a brand for the product

or service very well In addition, it is also a way to promote the business. Those interested can come to search for

information about the company. Products or services at all times, including being able to easily create

communication with consumers or customers And free of charge, customers can participate in the main website

of the product or service And business owners can post messages, images, videos and more to share with fans of



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products or services to get information. Able to talk to customers Answering questions or concerns Inquiries,

opinions or satisfaction It also helps to build good relationships with customers. And help create a space for

those who are loyal to the brand. The creation of this fan page can send messages to target customers directly.

The beauty industry is likely to continue growing. Especially in cosmetic products Which is a fast growing

product group Until making cosmetic products in a variety of brands Selecting a variety of advertising media to

publicize information about the products which the beauty market in 2 01 4 continued to grow by about 1 0% .

Online channels are one factor in increasing sales channels and sales of cosmetics Whether it's Facebook

Instagram Or blog page Due to the sale of cosmetic products through that facebook Interested parties can order

products at any time (2 4 hours) and can ask for more details with the supplier immediately ( Pattamapong

kampilah, BE 2558).

Based on the above, the researcher is interested in studying cosmetic buying behavior and marketing mix

factors in buying cosmetics through Facebook so that the operators can use the information obtained from this

research to plan the arrangement. Appropriately sell cosmetic.

Research objectives

1. To study the behavior of buying cosmetics through Facebook.

2. To study the marketing mix factors in buying cosmetics through Facebook.

3. To compare the behavior of buying cosmetics through Facebook, classified by personal information.

4. To study the marketing mix factors that influence the buying behavior of cosmetics through Facebook.

Conceptual framework of research

Independent Variables Variable

Illustration 1: Conceptual framework of research

Research hypothesis

1. Different personal information, behavior of buying cosmetics through different Facebook pages

2. The marketing mix factors influence the buying behavior of cosmetics through Facebook.

RESEARCH SCOPE

The content of the study of the behavior of buying cosmetics through Facebook Based on the concepts and

theories about consumer behavior (6W1 H) which consists of who is the customer (Who), what consumers buy

(What), why buy (Why), how to buy (When) Where to buy (Where) How often and how often do you buy and

how to influence who to buy and the marketing mix factor theory? contain with in terms of product, price,

distribution channel And marketing promotion (Kotler, 1997).


1. age

2. Status

3. Education

4. Occupation

5. Average monthly income

Behavior of buying cosmetics

through Facebook

6W1H

Factor for marketing mix

1. product

2. price

3. distribution

4. promotion



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Related research and the Internet

The tool used in this research is a questionnaire created by the researcher to study the behavior and

marketing mix factors in the purchase of cosmetics through Facebook.

Part 1 Personal information Is general information of respondents Is a question of age, status, education

level, occupation, monthly income Creating a question characteristic is the Nominal Scale. It is a measure of

data to divide the data into groups according to the specified properties. With many answers to choose from But

the respondents can choose only one answer The measured data at this level use simple statistics to calculate the

percentage value. In the data section, part 1 consists of a total of 6 questions. It is a checklist.

Part 2 is a questionnaire for opinions about the behavior of buying cosmetics through Facebook. It is a

question that uses the theory of consumer behavior analysis in questioning. Asked to know the behavior of

consumers in the part of the incentive to buy. Frequent purchases The questionnaire is a closed-ended question.

There are 7 questions and open-ended questions. There are 2 questions.

Part 3 is a questionnaire about the importance of marketing mix factors affecting the purchase of cosmetics

through Facebook. Which is the question of the score type Divided the score of priority level into 5 levels

according to the Likert form. The questionnaire created is a Rating Scale question. The researcher has applied

the draft questionnaire created to the experts who Have knowledge and experience to check the accuracy of

content and correctness in language idioms. The experts have revised the questionnaire number 3 . You by

looking at the Index of Item Objective Congruence (IOC), which has an average of both .907

The researcher used the draft draft questionnaire that had been improved from the experts and presented the

advisor to consider the completeness again and put it to trial (Try-out) with a group that looks similar to the

ladies who bought cosmetics through Fei. Book in Bangkok in the amount of 40 sets and then find the value of

confidence (Reliability) The questionnaire that has been tested for confidence according to Cronbach's method

(Cronbach, 1990 : 202 -204) using the alpha coefficient, using the reliability of 0 .70 or higher, to answer the

questionnaire with sufficient confidence to be used as a benchmark of the researcher. This number 4 0 Set with

ladies who buy cosmetics through Facebook in Bangkok. The sample group found that the alpha coefficient

(Cronbach’s Alpha Coefficient) is equal to .821 with a high level of confidence.


Descriptive statistics are analysis by determining the frequency, percentage, mean, mean, standard

deviation to measure the distribution of data. Used to describe personal factors of respondents, buying behavior

of cosmetics and the importance of marketing mix factors in buying cosmetics through Facebook.

Inferential statistics are used to test hypotheses with Chi-square and Multiple Regression Analysis.

RESEARCH RESULT

The results showed that the respondents were 21 -25 years old (41% ), aged between 26-30 years (28% ),

younger than or equal to 20 years (18%) and 31 years of age (13%). Status Single (79%) Marital status (20%)

and divorce status (1 % ) Bachelor's degree (6 8 % ) Education level Vocational / M.6 Or equivalent (1 5 % ) ,

vocational education level or diploma (6 . 8 % ) , education level lower than vocational certificate / m 6 Or

equivalent (5.3%), who are educated with a master's degree (4.8%) and who have a doctoral education (0.3%), a

student / student career (37.5% ), a private company employee / employee (36.8% ) Is a person with a private

business / independent occupation (1 7 .5 % ) and is a civil servant / state enterprise employee (8 .3 % ) and the

average monthly income is between 10,001-15,000 baht (30%), average monthly income is less than or equal to

10 ,000 baht (27.8% ), average monthly income between 15,001-20 ,000 baht (25% ) and the average monthly

income is over 20,000 baht (17.3%).

Information about cosmetic buying behavior via Facebook

According to the study, it was found that respondents had reasons to buy cosmetics through Facebook to

increase beauty (45%) for trial purposes (32.5%) to increase confidence (9.8%) to enhance personality (9%) and

Other reasons (3.8% ) by choosing to buy makeup accessories (46% ), facial products and skin care equipment

(32.5%), body care products and accessories (12.5%), perfume types (6%), product types and accessories. look

And hair (1.8%), types of hand and nail care products (1%) and other types (0.3%), which receive information

from magazines Various advertising media (3 6 . 5 % ) received information from friends' sources (3 3 . 8 % )



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receiving information from sources. Actors / famous people (24 .3% ) received information from family sources

(2.5%) Received information from the source of information from the cosmetic counter staff (2%) and received

information from other sources (1 % ). Purchase 1 -2 cosmetics per time (8 7 % ) between 3 -4 pieces Per time

(11.5% ) And 7 more pieces per time (1.5%), purchased at 17.01-20.00 (68.3%) during the evening between

14.01-17.00 (13%) during the day between 11.01-14.00 (12.5%), other periods (3.5%) and in the morning

between 8:00 am to 11:00 pm (2.8% ) which pay for cosmetics by transferring money via M-Banking (Mobile

Banking) (56% ) , transfer via E-Banking or ATM, ADM (27.3% ) , payment via Prompt pay (6 .8% ) , transfer

money to seller's account using counter service in the bank (5.3% ), pay Destination (3.8% ) and payment using

other services (1% ) which is felt after buying cosmetics via Facebook that will continue to use the service, but

will still find information from other service providers on the internet. Next (6 2 . 8 % ) felt that they would

continue to use the service (1 7 .8 % ) , feeling that they would continue to buy and suggesting friends or close

acquaintances to buy services according to (15.5% ). Others use according to (3% ) and have knowledge Other

(1 % ) In addition, the frequency of buying cosmetics via the average Facebook per month is 1 .6 9 times per

month and the average purchase value of cosmetics is 9 4 6 .5 1 baht per month that consumers buy cosmetics

through Facebook.

Information about marketing mix factors affecting cosmetic buying behavior via Facebook

Illustration 2 shows the level of importance to marketing factors in 4 aspects.

From the illustration 2 , marketing mix factors in distribution channels (x ̅ = 4 .46 , SD =.6 3 4) , price (x ̅=

4.31, SD = .488), product (x ̅ = 4.26, SD = .441) And marketing promotion (x ̅ = 4.12, SD = .634) in the overall

picture, the average value is very important, respectively.

To compare the behavior of buying cosmetics through Facebook, classified by personal information.

Hypothesis 1 Different personal information affects the purchasing behavior of cosmetics through

different Facebook pages.

From the study, it was found that personal data with different age had an effect on buying behavior in the

reason of choosing to buy cosmetics through Facebook. Resources that result in the purchase of cosmetics

through Facebook. And different payment methods for cosmetics purchased through Facebook.

Education level Personal information with different educational levels has a buying behavior in the

payment method of cosmetics purchased through Facebook. And feelings after buying cosmetics through

Facebook.

In the field of personal information with different occupations, there is a buying behavior in terms

of buying cosmetics via Facebook. Types of cosmetics that are purchased via Facebook Resources that

result in the purchase of cosmetics through Facebook. The amount of buying cosmetics through

Facebook each time How to pay for cosmetics purchased via Facebook And feelings after buying

cosmetics through Facebook.

Average monthly income Personal information that has different average monthly income has a

buying behavior in terms of buying cosmetics via Facebook. Types of cosmetics that are purchased via



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Facebook Resources that result in the purchase of cosmetics through Facebook. The amount of buying

cosmetics through Facebook each time The time to buy cosmetics through Facebook How to pay for

cosmetics purchased via Facebook And feelings after buying cosmetics through Facebook .

Marketing mix factors influencing cosmetic buying behavior via Facebook

Hypothesis 2 The marketing mix factors influence the buying behavior of cosmetics through Facebook.

Table 2 Marketing mix factors influencing cosmetic buying behavior via Facebook

Marketing mix factors B Std.

Error Beta t Sig. test result

1. Product

1.1 Brand reputation 233.719 91.454 .161 2.556 .011* Yes

1.2 There are a variety of

products to choose from. 202.939 97.589 .133 2.080 .038* Yes

1.3 Product design is different. 240.195 118.264 .158 2.031 .043* Yes

2. Price

2.1 Price is standard. 297.523 130.369 .186 2.282 .023* Yes

2.2 Multiple payment methods 408.566 129.324 .244 3.159 .002** Yes

3. Distribution channels

3.1 The convenience of the

order process 361.708 168.665 .228 2.145 .033* Yes

3.2 With fast delivery 507.216 170.015 .345 2.983 .003** Yes

** statistical significance at the level of .05 (2-tailed)

According to studies, it has been found that marketing mix factors in products In the brand's reputation

There are a variety of products to choose from. And the product design has different price characteristics in

terms of price, standardization And payment methods for many forms Distribution channels In the convenience

of the order process And is fast in delivery Influencing the behavior of buying cosmetics through Facebook At

statistical significance at .05 level.

SUMMARY AND DISCUSSION OF RESEARCH RESULTS

According to the study of the behavior of buying cosmetics through Facebook, the study has the following

points to discuss: Cosmetics buying behavior via Facebook Most respondents chose cosmetics, makeup

products and accessories (Makeup).

Marketing mix factors in buying cosmetics via Facebook Consumers pay more attention to product factors,

price, and distribution channels. And marketing promotion is at a high level.

Marketing mix factors affecting product purchasing behavior via Facebook are at a high level.



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Price mix marketing factors Affecting the purchasing behavior of cosmetics through Facebook at a high

level.

Marketing mix factors in distribution channels Affecting the purchasing behavior of cosmetics through

Facebook at a high level.

Marketing mix factors in marketing promotion Affecting the purchasing behavior of cosmetics through

Facebook at a high level


In doing this research, it was found that the marketing mix factors and consumer behavior towards the

purchase of cosmetics through Facebook were beneficial in improving the distribution of cosmetics through

Facebook as follows:

1. Products Entrepreneurs should focus on The selection of products that have quality standards The

brand is known to be certified by government agencies. Have variety Meets the needs of consumers.

2. In terms of price, entrepreneurs should pay attention to pricing in order to meet quality standards. The

product has a clear price tag. There are many payment methods.

3. Distribution channels Entrepreneurs should pay more attention to the design of the order process. That

can be used easily And build the credibility of the website.

4. Marketing promotion Entrepreneurs should focus on having after-sales services, organize activities for

customers to participate. And fast delivery service.

Suggestions for further research

Study the factors that influence the decision to buy men's facial products through online society in

Bangkok.

REFERENCES

Aree Kulpana, (BE2 5 5 7 ) “Participation of people in the community in tourism management Bu Sai Village,

Homestay, Won Ngam Kwang Chang District” Nakhon Ratchasima Province Khon Kaen: Faculty of

Medicine, Faculty of Medicine, Khon Kaen University.

Pattamapong kampilah (BE2557) “Cosmetic product purchasing behavior through Facebook of female students

in Bangkok” Gaduate school of Bangkok University.

Kotler, P. (1998). Marketing management, analysis, planning, implementtation, and control. Englewood

Cliffs, New Jersey: Prentice - Hall.

Donald, C. (1984). The marketing of service. London: Butter worth Heinermann.

Good, C.V. (1973). Dictionary of education. New York: McGraw Hill Book.

Gronroos, C. (1990). Planning Implementation and Control. New Jersy: Mcgraw – Hill.

Hill, N., & Alexander, J. (2000). Handbook of customer satisfaction and loyalty measurement. Burlington:

Gower.

Hoyer, W.D., & Maclnnis, D.J. (1997). Consumer behavior. Boston: Houghtom

Miflin. Johnson, M.D., Fornell, C. (1991). A framework for comparing customer satisfaction across

individuals and product categories. Journal of Economic Psycholgy, 12, pp. 267-286.



78

The Rule of Relative Pricing: Case Studies of Thailand

Dr. Donyaprueth Krairit

NIDA Business School, Bangkok, Thailand

[email protected]

ABSTRACT

This study aims to examine the effects of the Rule of Relative pricing, as proposed by Ariely (2010), in

the Automobile industry in Thailand. By having the participants deciding to purchase between the top model of

the Japanese car and the Entry-level luxury European car, the researcher found that the Rule of Relative Pricing

do not work in the Automobile industry in Thailand. The small difference in price of 220,000 Baht or 11%

between the two could not push the consumers into the European car market and therefore the Relative pricing

does not work in the automobile industry in Thailand. The important reasons for the findings include the lower

service and maintenance cost, the lower price of the replacement equipment, the higher number of service

centers, and the larger dimension of the Japanese cars than their European counterparts. The opposite was found

true, however, in the vacuum cleaner sector where consumers are willing to pay up to almost 50% higher to get

the best option of the vacuum cleaners. Products that show the rules of Relative pricing tends to be products that

are easy to buy, no after-sale issues, and the absolute price increase (and not in percent) cannot be seen clearly.

Keywords: The Rule of Relative pricing, Purchase Decision.

INTRODUCTION

This research is designed based on Ariely (2010)’s book, “Predictably Irrational,” in which one chapter was

dedicated to what the researcher calls the Rule of Relative pricing. Ariely (2010) proposed that with the little

more amount of money, compare to the overall price of the products, consumers would not hesitate or have little

hesitation to pay the difference in order to get the better or higher version of the products.

The researcher decided to conduct the research in the two very different product sectors, the automobile

sector, which is considered growing industry in Thailand, and in the vacuum cleaner sector, which is just a small

electric appliance industry. The design of this research is aimed to compare and explore the results of the Rule

of Relative pricing in the high-price and low-price products. The results could give implications to marketers as

well as researchers on how the Rule of Relative pricing works.

Objectives of the Research

The objective of this research is to investigate the Rule of Relative pricing in two very different product

sectors, the automobile sector and the vacuum cleaner, representing the small electrical appliance, sector. The

two sectors are different in terms of size, price per one purchase, and purchase objectives. They are similar,

however, in that both of them are not the “necessary” products and they are purchased as products that bring

convenience to life. Most consumers in these two sectors think of these two types of products as an addition or

supplements to fulfill their lives.

The other objective of this research is to compare the effects of the Rule of Relative pricing of both sectors.

In his New York Times Best Seller book, “Predictably Irrational,” Ariely (2010) argued in his book that, in

general, most people or consumers will fall for the relatively higher price of the products than they first

expected. That is, they will likely to spend a little more amount of money in order to receive a slightly better

product. This paper attempts to investigate if this principle would hold if it is tested in different product sectors.



79

Scope of the Research

The scope of this research is limited to Bangkok Metropolitan area, Thailand, due to timing and budgeting

issues. The automobiles are limited to passenger, sedan types from both European brands and Japanese brands.

METHODOLOGY

The methodology used in this research consists of both qualitative (interviews) and quantitative

(questionnaire) methods. The respondents are randomly sampled but are pre-screened with the income questions

in order to make sure that they represent the consumers who can afford to buy both products as the price of the

automobiles are quite expensive in Thailand, compare to neighboring countries. The respondents’ income must

be above 30,000 Thai baht per month.

Case 1: The Automobile Industry in Thailand

Thailand is famous for being a hub of automobile parts manufacturing. Thailand, however, does not

manufacture its own cars. So, all the automobiles in Thailand are subject to duties, excise, and taxes, making the

price of the automobile higher than the neighboring countries.

The top three biggest players in the passenger, sedan-type automobile industry in Thailand are Toyota,

Honda, and Nissan, respectively.

Thais have strong societal beliefs that having a car or owning many cars is one major way of showing one’s

wealth. Therefore, the automobile industry in Thailand has grown continuously. Thais also hold the norm that

European cars show higher societal status of the owners because their prices are higher than the Japanese

counterparts.

Because of the duties and tax levied on automobiles, the Japanese cars, which are cheaper than European

cars, have dominated the automobile market. Recently, the Thai Excise Department has issued the new

regulations to help reducing the pollution and support electricity-powered cars. These new regulations have

indirectly affected the price of the European cars in a positive direction. This incident supported the attempt of

many European cars that have tried to gain more market share in the industry by introducing the entry-level

sedan cars and mark lower prices. The lower price is also the effect of the manufacturers of European cars to

assemble the cars inside Thailand in order to lower the imported taxes and duties.

Currently, the lowest price of the entry-level, luxurious, sedan European cars in the Thai automobile

industry is the BMW Series 1, which is only 220,000 Thai baht higher than the top-tier, D-segment, Japanese

cars.

In one of the most famous Thailand’s automobile exhibitions, the Thailand International Motor Expo 2018,

held from November 29 to December 10, the market demand can be observed very clearly. The Thai automobile

industry is still growing continuously. The best-selling sedan-type passenger cars are Toyota, Honda, and

Nissan, respectively. The European luxury cars also see the growth in the market. Although the prices of the

European automobiles are usually higher than the Japanese automobiles making it not being able to gain large

market shares, one still sees the growth in the European automobiles this past year.

One reason for the growth of the European automobile markets in the past year could be the increase in

warranty, which are now warranted up to 100,000 kilometers. Some brands, for example, BMW, also guarantee

the selling price if the owners want to sell their BMW cars.

In this research, the researcher tests the Rule of Relative pricing on two types of automobiles, one is the

top-tier, D-segment, Honda (which is considered the top brand image among Japanese cars in the Thai market)

and the other one is the entry-level, luxurious, BMW Series 1. Both are of the passenger-, sedan-type

automobiles, but with different interior options and dimensions.

Based on the survey by Chobrod (2018), it was found that consumers would be interested to buy cars based

on five factors, namely, performance, gasoline consumption, manufacturer reliability, interior and exterior

dimensions, and prices, respectively.

RESULTS OF THE RESEARCH



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The researcher was able to collect responses from 87 respondents who both filled out the surveys and were

interviewed. The researcher asked the respondents to select between the Honda Accord, 2.4 EL, which is the

top-most sedan car from the Japanese manufacturers and the most expensive and luxurious among other

Japanese cars, priced at 1,849,000 Thai Baht, and the BMW 118i M Sport (M Performance Edition), which is

the entry-level, luxurious European cars, priced at 2,069,000 Thai Baht. The BMW 118i model is considered the

cheapest model among all the European cars in the Thai market. This makes price of the two cars differ only

220,000 Thai baht or 11.89% only.

The surveys and the interview questions were designed to explore the factors that make the respondents

select the car of their choices. They cover the five factors mentioned in the literature and additional factors that

might have affected the decisions.

The results of the research shown that there are only 12 respondents out of 87 respondents, or only 13.8%,

that would select the BMW 118i over the Honda Accord. This is quite surprising to the researcher since most

Thais hold the beliefs that the European cars could show higher social status than the Japanese cars.

DISCUSSION

The fact that almost 90% of the respondents chose to select the Honda Accord over the BMW 118i is quite

surprising to the researcher and is rejecting the hypothesized assumption based on Ariely (2010)’s principle of

relativity. This result is statistically significant at the 95% confidence level.

In the Thai society where the societal norm is that European cars hold higher social status than the Japanese

cars, one would expect that if the respondents can afford the price (which in this case, their income pre-

screening shown that they can afford either cars), they would prefer to buy the European cars over the Japanese

cars.

The results also rejected the hypothesized assumption based on the Rule of Relative Pricing that consumers

would be willing to pay a little more, compared to the overall price, for a better, improved versions or models of

the products. For example, Ariely (2010) raised the example that consumers would be only little hesitated but

will finally pay $7000 more for leather seat cars because the price that they need to pay more is quite little

compared to the overall car price.

So, the researcher looked for detailed answers from the interviews, which, fortunately, were designed to

capture the details that the surveys might have slipped through. It was found that the factors that made the

respondents sway over to the Honda Accord are the prices of automobile parts, the price of the service and

maintenance, the number of service centers available and the fact that the Honda Accord has overall larger

interior and exterior dimensions than the BMW 118i, respectively.

When asked about the results of the crash test, in which the BMW 118i performed better than the Honda

Accord, the respondents perceived that it is the factor secondary to the aforementioned factors and they are not

so concerned about it. This is somewhat surprising as well. This result could be the implications of the Thai

culture, in which the results of the crash tests have never been introduced or supported to be the critical factor in

consumers’ perceptions before. So, the consumers do not give much importance or much weight to the results of

the crash tests as consumers in other countries. As a matter of fact, some of the respondents did not even know

that such tests exist.

Case 2: The Vacuum Cleaner Industry in Thailand

Vacuum cleaners have become widespread in Thailand for quite some time. Even though most Thai

household owners still use bamboo brooms for cleaning the houses, it is not uncommon for one to also find a

vacuum cleaner together with the bamboo brooms. Thai people perceive vacuum cleaners as supplemental or as

an option for extra cleaning.

Vacuum cleaners used in Thailand have power ranging from 700-2,000 watts. There are about 20 brands of

manufacturers and they are selling from 430,000-525,000 machines per year, starting from 2015 to present. The

growth rate of vacuum cleaners is about 7.5% per year. (www.dede.go.th, 2019)



81

There are many types of vacuum cleaners available in Thailand. There are dry vacuum cleaners, wet-and-

dry vacuum cleaners, standing vacuum cleaners, and canister vacuum cleaners. The most popular type of

vacuum cleaners is the canister vacuum cleaner with the market share of more than 85%. (www.dede.go.th,

2019).

The vacuum cleaner marker can also be looked at from the watts used by the vacuum cleaners. The most

popular ones are 1,600-1,800 watts, 1,400-1,600 watts, and below 1,400 watts, respectively. The most popular

brands are Electrolux, Imarflex, Hitachi, Samsung, and LG, respectively. (www.dede.go.th, 2019).

In this research, the researcher presented the respondents with 5 choices of vacuum cleaners with different

watts, different options, and therefore, of different prices. While one cannot control for all specifications for

comparison, the researcher tried to narrow the specification to be as comparable as it can be. All the options are

canister vacuum cleaners.

The choices are:

(1) 1,600 watts, No anti-Thermo fuse, no HEPA (dust of microns unit) filter, 2,100 Thai Baht.

(2) 1,800 watts, No anti-Thermo fuse, HEPA filter, 2,800 Thai Baht.

(3) 1,800 watts, with anti-Thermo fuse, HEPA filter, 3,500 Thai Baht.

(4) 2,000 watts, No anti-Thermo fuse, HEPA filter, 4,200 Thai Baht.

(5) 2,000 watts, with anti-Thermo fuse, HEPA filter, 5,000 Thai Baht.

The researcher then asked the respondents to choose which models they would want to buy (given the room

of about 36 squared meters) and then interviewed them about factors that influenced their decision.

RESULTS OF THE RESEARCH

The result is again surprising. The model that was chosen most is option 5, with the highest watts, highest

options and most expensive. More than 70% chose this option giving the reasons that they have all the options.

However, according to the literature and industry survey, this answer is somewhat surprising. The researcher

hypothesized that option 3, which is priced at the middle would be powerful enough to clean the room, safe

enough to prevent electricity shock, and affordable. But it seems like the consumers do not care about the price

that much and are willing to pay the price that is relatively higher than necessary.

DISCUSSION OF THE RESULTS

So, after reviewing the results from the interviews with the respondents, it was quite clear that no one was

interested in the low-end, 1,600-watt vacuum cleaners. The respondents started at option 2 and then focus on

option 3. This is the step where the research gets interesting because most respondents understand that option 3

is good enough to clean a small room and has a good price.

However, when they take a look at option 5 with more watts and the same options as option 3, with the

price different of 1,500 Thai Baht. They decided that they would rather pay a little bit more to get the higher

watts option. The price difference between option 3 and option 5 is actually 42.8%, which is relatively high

compared to the price that the respondents have started off with.

The price difference between the two options is almost half of the first option but the consumers would still

prefer to buy option 5. This result is consistent with what the researcher found out when asking the department

store staff which models are the best-selling. It turned out that option 5 is the best-selling model.

This result show that the Rule of Relative pricing does exist in the electronic vacuum cleaner. And, it exists

at the more powerful level than that in the automobile sector, which means consumers are willing to pay more

(in percentage) unknowingly for the vacuum cleaners than they would for the cars. This could be because the

relative price increase in vacuum cleaners is small in terms of absolute value and consumers are willing to pay

more for a better version of it.



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CONCLUSION

It was found that the Rule of Relative pricing as proposed by Ariely (2010) does not work in the automobile

industry in Thailand. Consumers still perceive the difference in price and are not willing to pay relatively small

higher price for better cars. This result could be because of the after-sale costs that are associated with buying

the cars. They are worried about the price of the parts, service and maintenance, and the number of service

centers for their automobiles. They perceive that the Japanese cars would be easier to maintain and serviced as

there are many more service centers than the European cars.

The fact that the product is associated closely with the after-sale factors made the relatively small difference

in price (only 11%) larger than they actually are and could change the decisions of the consumers, especially in

the case of the automobile industry.

However, when it comes to a small electric appliance, like the vacuum cleaners, consumers decided to pay

almost 50% more to get the upgraded option of the products. This could be because the relative higher price

seems small in absolute numbers and there are not many respondents who are concerned about the after-sale

services. So, the Rule of Relative pricing holds in this case.

The difference between the two case studies show that the Rule of Relative pricing works only in some

cases, and might not work at all in certain products. Products that show the rules of Relative pricing tends to be

products that are easy to buy, no after-sale issues, and the absolute price increase (and not in percent) cannot be

seen clearly.

REFERENCES

Ariely, Dan. (2010). Predictably Irrationality. Harper Publishing.

http://www.chobrod.com/auto-market, retrieved January 3, 2019

http://www.Chobrod.com/tips-buy-sell, retrieved January 3, 2019

http://e-lib.dede.go.th/mm-

data/BibA11288%E0%B8%A3%E0%B8%B2%E0%B8%A2%E0%B8%87%E0%B8%B2%E0%B8%99%

E0%B8%AA%E0%B8%A3%E0%B8%B8%E0%B8%9B%E0%B8%AA%E0%B8%B3%E0%B8%AB%E

0%B8%A3%E0%B8%B1%E0%B8%9A%E0%B8%9C%E0%B8%B9%E0%B9%89%E0%B8%9A%E0%

B8%A3%E0%B8%B4%E0%B8%AB%E0%B8%B2%E0%B8%A3.pdf, retrieved March 15, 2019.

https://www.excise.go.th/excise2017/index.htm, retrieved January 3, 2019.

https://marketeeronline.co/archives/25376, retrieved March 19, 2019.

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FULL PAPER PROCEEDING Bangkok, Thailand...FULL PAPER PROCEEDING VERTEX RESEARCH SOCIETY 6 SCIENTIFIC COMMITTEE Mr Iain E Cant Virtual Engineering Centre, Warrington Dr. Norazlinda