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() FACTORS AFFECTING DECISION-MAKING OF CUSTOMERS USING
ENTERTAINMENT SERVICES IN UTHAI DISTRICT, PHRANAKHON SI
AYUTTHAYA PROVINCE

()

() WUT PIYAYOK

ABSTRACT

The purposes of this study were to : 1) explore personal factors of customers visiting
entertainment places in Uthai District, Phranakhon Si Ayutthaya Province; 2) investigate the
factors affecting the customers decision-making for visiting entertainment places in Uthai
District, Phranakhon Si Ayutthaya Province; 3) compare the factors that influenced the
customers decision to use an entertainment services in Uthai District, Phranakhon Si Ayutthaya
Province, classified by their personal factors. The research instrument was a questionnaire. The
sample group consisted of 245 customers at entertainment places in Uthai District, Phranakhon Si
Ayutthaya Province. Statistical analysis was performed in terms of percentage, mean, standard
deviation, t-test, F-test and LSD.
The findings revealed the following:
1. Most customers were male, single, under 25 years old, holding a bachelors or higher
degree, working as company employees, and residing in Phranakhon Si Ayutthaya Province.
Their average monthly income was 7,501-10,000 baht.
2. The factors that highly affected the customers decision to visit the entertainment
places included service providing, price, location, service-minded staff, service procedure, and
physical environment. The factor that moderately affected the customers decision to visit the
entertainment places was sales promotion.
3. The customers with different occupation, and domicile had different factors that
affected their decision to go to the entertainment places with a statistically significant level of .05.

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The customers with different age, gender, educational background, monthly income, and status
did not yield any difference in their decision with a statistically significant level of .05.

1)
2)
3)



245
t-test, F-test LSD.

1. 25
7,501 10,000

2.




3.

.05

.05

.. 2540


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24.00 . 18
18 22.00 .
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1.

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3.

245

t-test, F-test LSD.

1. 25
7,501 10,000

2.




3.

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3.4

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3.5
7,500
10,001 15,000
7,501 10,000
10,001 15,000 15,001
10,001 15,000
3.6



3.7


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1.
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7,501 10,000
7,501 10,000

2.

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Chester, I. (1983). Marketing. 7 th ed. Fort Worth : Dryden Press.
Dalton, Farland E. (1987). Fundamentals of Maketing. 8 th ed. New York : McGraw-Hill.