Marketing-Mix-Factors Affecting the Selection of Domestic Airlines Services at Ubon Ratchathani International Airport

Abstract

The Marketing-Mix-Factors Affecting the Selection of Domestic Airlines Services at Ubon Ratchathani International Airport was to study the marketing mix factors, affecting the selection of Domestic Airlines. The 500 samples group were done by using the questionnaire to collect the data. Statistics used to analyze data at a statistically significant level of 0.05. The results found that the respondents mostly are males of 30-40 years old, work in government offices/state enterprises, receiving 15,001-30,000 THB per month and graduated of Bachelor’s degree. The users selecting mostly Thai lion Air Airlines, having the frequency of traveling by plane between 5-10 times/year. Purpose of traveling is business/government work, spending between 1,000-3,000 THB each trip and purchasing the flight tickets via the internet. This research is very useful for further study of marketing mix factors, affecting the selection of domestic airline services at Ubon Ratchathani International Airport by obtaining new information of factors which the data collected from the questionnaires in developing and improving the services, meeting the needs of the passengers, to be able to target the groups of customers correctly.