EFFECT OF MARKETING MIX (4Ps) ON THE INTENTION TO PURCHASE OF CERAMIC COURSE

Abstract

Ceramic course is not a popular thing yet in Thailand and it can be considered a niche market. Therefore, the influential factors for the customer to purchase ceramic course might be different from other services. The objective of this research is to study the factors that can influence the intention to purchase ceramic course of the people. This research provides the answer for the factors that are impactful toward the intention to purchase ceramic course with a certain framework which in this case is the marketing mix or what is known as the 4Ps of marketing. The result of this research shows that they are significant relationship between the 4 elements of marketing mix which are product, price, promotion, and place and the intention to purchase of the customer toward the ceramic course. The information from this research can help to support the owners of ceramic studio and potentially other service providers to develop their business model and strategy to best suit their business for success.