A Comparison of the Marketing Mix and Service Selection Decisions: Tuk Dee Shop, Don Mueang Subdistrict, Sikhiu District, Nakhon Ratchasima

Pornrutai  Pimolmungkalakul; Naruchol  Tanajitchai; Sirintorn  Ebsirimetee

Authors

Pornrutai Pimolmungkalakul Nakhon Ratchasima College
Naruchol Tanajitchai Nakhon Ratchasima College
Sirintorn Ebsirimetee Nakhon Ratchasima College

Keywords:

Symbiotic, Economic Theory, Modern Logistics, Import and Export Trade

Abstract

The research purposes were to study 1) A comparative study of the marketing mix and the decision-making process of choosing services at the Tuk Dee Shop in Don Mueang Subdistrict, Sikhiu District, Nakhon Ratchasima Province. 2) Compare the marketing mix and the decision-making process of choosing services at the Tuk Dee Shop in Don Mueang Subdistrict, Sikhiu District, Nakhon Ratchasima Province classified by the personal factors. The population was the consumers who used Tuk Dee Shop in Don Mueang Subdistrict, between January 1st to March 31st, 2025, the sample group was the 400 people by using sample size calculations without knowing the population size. The research instrument was the rating scale questionnaire. The data analysis statistics were the percentage, mean, standard deviation, t-test (Independent samples).

The research findings were: 1) The marketing mix factors influencing consumer decisions to choose the Tuk Dee Shop in Don Mueang Subdistrict, Sikhiu District, Nakhon Ratchasima Province, are, overall, at a high level. Ranked from highest to lowest average value, they are: process factors, marketing promotion factors, product factors, distribution channel factors, personnel factors, physical characteristics factors, and price factors. 2)The consumer with different gender, education levels, and occupations found the opinions on the marketing mix and consumer decisions to choose Tuk Dee Shop in Don Mueang Subdistrict did not different.

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