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International Journal of Business Management & Research (IJBMR) ISSN 2249-6920 Vol. 3, Issue 3, Aug 2013, 63-70 © TJPRC Pvt. Ltd.

THE FACTORS INFLUENCE ON THAI STUDENT’S DECISION ON STUDYING IN INDIA NITIPON PUTACHOTE Associate Professor, Faculty of Management Science Khonkaen University, Khonkaen, Thailand

ABSTRACT The purpose of this research is to study Thai student’s decision on studying in India, the perceived importance of service marketing mix and the factors influence of gender, age, education, statute and occupation on the perceived importance of service marketing mix variables. Questionnaires are used to collect data from 400 Thai students who study in India. The majority of Thai student was male, 36-40 years old, single, bachelor’s degree holder, student occupation with recommendation by friend. The majority reason on Thai student’s decision on studying in India was education standard, selected social science subject, public University, in Pune city with self-finance support, expenses 300,000-400,000 Bath per year. Thai student was most important with price, very important with place, promotion, product, people and productivity, moderately important with process and physical evidence. Gender, age, education, occupation were significantly different toward the factors influence on Thai student’s decision on studying in India with product, price, promotion, people, productivity and process. Statute was not significantly different toward with place and physical evidence

KEYWORDS: Factors Influence, Thai Student, Decision, Study, India INTRODUCTION India is a vast and diverse country. Many of its 28 states are bigger in size and population than some of the countries of the world. From Kashmir in the north to Kanniyakumari in the south, it stretches across over 3.5 thousand Kilometers. Its people have hundreds of dialects and there are about 18 official language which change every few miles as you travel through its expanse. Hindi is the national language and is spoken all over the country. English is also spoken and understood in most parts of India. Education in India is provided by the public sector as well as the private sector, with control and funding coming from three levels: central, state, and local. In 2011, there are 1522 degree-granting engineering colleges in India with an annual student intake of 582,000 plus 1,244 polytechnics with an annual intake of 265,000. In India education system, a significant. Over 343 universities and 17,000 colleges offering the widest spectrum of courses, India has the second largest education system in the world. Global Recognition, Indian universities and institutes of higher education and research have made significant contribution in research and development in the areas ranging from biotechnology to ocean engineering. In traditional subjects like arts and humanities, pure sciences, applied physics, chemistry, and mathematics, Indian universities and institutes of higher studies have been playing a leading role. In 2011, there are more than 1,400 Thai students study in India, they living in large city like Delhi, Mumbai, Bangalore, Pune, Kolkata, Mysore.(Royal Thai Embassy ,2011)


64

Nitipon Putachote

LITERATURE REVIEW Church ( 1982) explained that international students tend to experience a variety of adjustment concerns when matriculating at University in the United states. Abe, Talbot and Geelhoed (1998) suggested that the international peer grogram participants showed significantly higher social adjustment scores than the nonparticipants. Zeithaml Valarie A (2003) argues that the service sector consists as following; lodging, food and beverage service, leisure activity, hospitals and nursing homes, transportation, and education support. Kotler Philip (2006) explained that consumer behavior is purposeful and goal oriented. As we mentioned in the introduction, what looks like irrational behavior to a manager is completely rational to a consumer. Lovelock Christopher (2007) said that the marketing mix recommended for services consists of eight elements: product or service, price, place, promotion, process, people, productivity, and physical evidence. Kumar Prasanna (2010) argues that service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production any or may not be tied to physical product.

OBJECTIVES OF THE STUDY 

To study Thai student’s decision on studying in India.

To study the perceived importance of service marketing mix variable for Thai student’s Decision on studying in India.

To study the factors influence of gender, age, education, statute and occupation on the Perceived importance of these service marketing mix variables.

RESEARCH METHODOLOGY This study is based entirely on primary data and secondary data which collected through specially designed questionnaire and deft interview. A sample of 400 Thai students who study and staying in India. The questionnaires were distributed and collected during the period from March to June 2011. Data analysis descriptive statistic frequency distribution, percentage. Mean, standard deviation, inferential statistics, t-test and F-test (One –way ANOVA)

RESEARCH HYPOTHESIS 

Gender influences the importance of service marketing mix variables in decision on Studying in India.

Age influences the importance of service marketing mix variables in decision on studying in India.

Education influences the importance of service marketing mix variables in decision on studying in India.

Statute influences the importance of service marketing mix variables in decision on studying in India.

Occupation influences the importance of service marketing mix variables in decision on studying in India.

RESEARCH RESULTS The study indicated that 72% respondents were male and 28% respondents were female, majority of age between 36-40 years old, representing 35.8%, bachelor’s degree holders representing 51.3%, single, representing 74.3%, student occupation, representing 42.8%, the most respondents recommended by friend, representing 40.1 %. The majority reason


The Factors Influence on Thai Student’s Decision on Studying in India

65

on Thai student’s decision on studying in India was education standard, representing 51.3 %, the most respondents selected social science subject, representing 35 %,with government university, representing 62%, the majority of respondents selected in Pune city, representing 30 %, with self-finance support, representing 62.8% with expenses 300,001-400,000 Bath per year, representing 49.8% Table 1: Level of Factors Influence on Thai Student’s Decision on Studying in India The Factors Influence Product Price Place Promotion People

Mean 4.2954 4.7637 4.3200 4.2955 3.6957

Std. Deviation .38561 .43514 .24867 .44708 .46212

Level Very important Most important Very important Very important Very important

Table 1, it indicated that the most important of the factors influence on Thai student’s decision on studying in India dimension is price (M = 4.763). The following items are considered very important: place (M = 4.320), promotion (M = 4.295),product (M = 4.295), people (M = 3.695), productivity (M = 3.110). The following items are considered moderately important: process (M = 2.830), and physical evidence (M = 2.730). Difference of gender and factors influence on thai student’s decision on studying in india Table 2: T-Test-Difference Gender and the Factors Influence on Thai Student’s Decision on Studying in India The Factors Influence PRODUCT PRICE PLACE PROMOTIO PEOPLE PHYSICAL PROCESS PRODUCTI

Sex Male

Std. t Deviation 288 4.3403 .40529 3.798 N

Mean

Sig

Female

112 4.1798

.30183

4.313 .000*

Male

288 4.8455

.33521

6.311

Female

112 4.5536

.57287

5.066 .000*

Male

288 4.3338

.24820

1.789

Female

112 4.2844

.24743

1.791 .031*

Male

288 4.3785

.39994

6.227

Female

112 4.0821

.49104

5.694 .000*

Male

288 3.8021

.39698

7.935

Female

112 3.4222

.50531

7.145 .000*

Male

288 2.8626

.12353

8.878

Female

112 2.7474

.09585

9.911 .012*

Male

288 3.1236

.31984

1.239

Female

112 3.0768

.38555

1.142 .000*

Male

288 2.8688

.56111

7.934

Female

112 2.3732

.56024

7.939 .006*

The results from table 2, it shown that gender was significantly different between male and female toward the factors influence on Thai student’s decision on studying in India with product, price, place, promotion, process, productivity, people, and physical evidence( (P<0.05) Difference of age and factors influence on thai student’s decision on studying in india.


66

Nitipon Putachote

Table 3: ANOVA-Difference Age and the Factors Influence on Thai Student’s on Studying in India The Factors Influence PRODUCT

PRICE

PLACE

Sum of Squares Between Groups 18.356 Within Groups

40.975

394

.104

Total Between Groups

59.330 12.892

399 5

2.578

Within Groups

62.657

394

.159

Total Between Groups

75.549 1.509

399 5

.302

Within Groups

23.164

394

.059

Total Between Groups

24.673 7.629

399 5

1.526

72.123

394

.183

Total Between Groups

79.752 6.587

399 5

1.317

Within Groups

78.622

394

.200

Total Between Groups

85.209 .896

399 5

.179

5.572

394

.014

Total Between Groups

6.468 14.709

399 5

2.942

Within Groups

31.326

394

.080

Total Between Groups

46.036 43.689

399 5

8.738

101.311

394

.257

PROMOTIO Within Groups

PEOPLE

PHYSICAL Within Groups

PROCESS

5

Mean Square 3.671

df

PRODUCTI Within Groups Total

F

Sig.

35.300 .000*

16.214 .000*

5.133

.000*

8.335

.000*

6.601

.000*

12.677 .000*

37.001 .000*

33.982 .000*

145.000

The results from table 3, it indicated that age was significantly different toward the factors influence on Thai student’s decision on studying in India with product, price, place, promotion, process, productivity, people, and physical evidence( (P<0.05) Difference of education and factors influence on thai student’s decision on studying in india. Table 4: ANOVA-Difference Education and the Factors Influence on Thai Student’s on Studying in India The Factors Influence PRODUCT

PRICE

PLACE

PROMOTIO

Sum of Squares Between Groups 17.782

df

Mean Square

F

Sig.

56.493

.000*

73.445

.000*

8.368

.000*

89.092

.000*

3

5.927

Within Groups

41.548

396

.105

Total Between Groups

59.330 27.008

399 3

9.003

Within Groups

48.541

396

.123

Total Between Groups

75.549 1.471

399 3

.490

Within Groups

23.202

396

.059

Total Between Groups

24.673 32.137

399 3

10.712

Within Groups

47.615

396

.120


The Factors Influence on Thai Student’s Decision on Studying in India

67

Table 4: Contd.,

PEOPLE

Total Between Groups

79.752 30.802

399 3

10.267

Within Groups

54.407

396

.137

Total Between Groups

85.209 .176

399 3

.059

6.292

396

.016

Total Between Groups

6.468 23.463

399 3

7.821

Within Groups

22.573

396

.057

Total Between Groups

46.036 49.379

399 3

16.460

95.621

396

.241

145.000

399

PHYSICAL Within Groups

PROCESS

PRODUCTI Within Groups Total

74.731

.000*

3.700

.012*

137.209

.000*

68.165

.000*

From table 4, showing the Education was significantly different toward the factors influence on Thai student’s decision on studying in India with product, price, place, promotion, process, productivity, people, and physical evidence( (P<0.05) Difference of statute and factors influence on thai student’s decision on studying in india. Table 5: ANOVA-Difference Statute and the Factors Influence on Thai Student’s Decision on Studying in India The Factors Influence

Sum of Squares Between Groups 20.174

PRODUCT Within Groups

PRICE

PLACE

1

Mean F Sig. Square 20.174 205.053 .000*

39.156

398

Total Between Groups

59.330 26.380

399 1

Within Groups

49.169

398

.124

Total Between Groups

75.549 .084

399 1

.084

Within Groups

24.589

398

.062

Total Between Groups

24.673 30.931

399 1

48.821

398

Total Between Groups

79.752 31.507

399 1

Within Groups

53.702

398

.135

Total Between Groups

85.209 .000

399 1

.000

6.468

398

.016

6.468 23.932

399 1

22.104

398

46.036 67.390

399 1

77.610

398

145.000

399

PROMOTIO Within Groups

PEOPLE

df

PHYSICAL Within Groups Total Between Groups PROCESS Within Groups Total Between Groups PRODUCTI Within Groups Total

.098 26.380 213.531 .000*

1.356

.245

30.931 252.154 .000* .123 31.507 233.503 .000*

.002

.968

23.932 430.915 .000* .056 67.390 345.588 .000* .195


68

Nitipon Putachote

The results from table 5, it indicated that statute was significantly different toward the factors influence on Thai student’s decision on studying in India with product, price, promotion, process, productivity and people (P<0.05). But statute was no significantly different toward the factors influence on Thai student’s decision on studying in India with place, physical evidence (P>0.05). Difference of Occupation and Factors Influence on Thai student’s decision on studying in India. Table 6: ANOVA-Difference Occupation and the Factors Influence on Thai student’s Decision on Studying in India The Factors Influence Between Groups PRODUCT Within Groups

PRICE

PLACE

df 4

Mean F Sig. Square 1.839 13.978 .000*

51.974

395

.132

Total Between Groups

59.330 33.862

399 4

8.465

Within Groups

41.688

395

.106

Total Between Groups

75.549 1.090

399 4

.272

Within Groups

23.583

395

.060

Total Between Groups

24.673 26.759

399 4

6.690

52.993

395

.134

Total Between Groups

79.752 34.726

399 4

8.681

Within Groups

50.483

395

.128

Total Between Groups

85.209 .965

399 4

.241

5.503

395

.014

6.468 11.726

399 4

2.931

34.310

395

.087

46.036 48.210

399 4

12.053

96.790

395

.245

145.000

399

PROMOTIO Within Groups

PEOPLE

Sum of Squares 7.357

PHYSICAL Within Groups Total Between Groups PROCESS Within Groups Total Between Groups PRODUCTI Within Groups Total

80.211 .000*

4.562

.001*

49.865 .000*

67.926 .000*

17.312 .000*

33.749 .000*

49.187 .000*

The results from table 6, it shown that occupation was significantly different toward the factors influence on Thai student’s decision on studying in India with product, price, place, promotion, process, productivity, people, and physical evidence( (P<0.05)

CONCLUSIONS This study investigated the factors influence on Thai student’s decision on studying in India. The findings indicated that, the majority of respondents were male, age between 36-40 years old, bachelor’s degree holders, single with student occupation, the most respondents recommended by friend. The majority reason on Thai student’s decision on studying in India was education standard, the most respondents selected social science subject, with government university, the majority of respondents selected to study in Pune city, with self-finance support, has expense 300,001-400,000 Bath per year.


The Factors Influence on Thai Student’s Decision on Studying in India

69

The most important of the factors influence on Thai student’s decision on studying in India dimension is price. The following items are considered very important: place, promotion, product, people and productivity.

The following

items are considered moderately important: process and physical evidence. Gender, age, education, occupation were significantly different toward the factors influence on Thai student’s decision on studying in India with product, price, promotion, people, productivity and process. But statute was not significantly different toward the factors influence on Thai student’s decision on studying in India with place and physical evidence.

RECOMMENDATION Thai student should develop expectations through information acquisition and universities should exercise extra caution in developing artificially inflated expectations of university services through their promotional material and overseas agency networks. However student expectations should be carefully examined and analyzed in order to manage expectations through the delivery of objective information. Universities will also benefit by conducting internal and external marketing research to ensure both management and faculty expectations of service delivery are in line with student expectations.

REFERENCES 1.

Abe, Talbot and Geelhoed. (1998).Effects of a Peer Program on International Student Adjustment. Journal of College Student Development.Vol 39 No 6.

2.

Church, A T. (1982). Sojourner adjustment. Psychological Bulletin.

3.

Keizer Jimmel.(2006). Business Research Projects. Singapore: Elsevier.

4.

Kotler Philip.(2010). Marketing for Hospitality and Tourism. 5th ed. New Delhi: Pearson.

5.

Kotler Philip.(2008). Principles of Marketing.12th ed. New Jersey: Pearson Prentice Hall.

6.

Kumar Prasnna.(2010). Marketing of Hospitality and Tourism Services. New Delhi:Tata McGraw-Hill Education Private Limited.

7.

Jankowicz.(2005). Business Research Projects. 4th ed. Singapore: Thomson.

8.

Lovelook Christopher.(2007). Services Marketing.6th ed. Singapore: Pearson Prentice Hill.

9.

Marshall Greg w.(2010). Marketing Management. Singapore: McGraw-Hill.

10. Nargundkar. (2008). Marketing Research.3rd ed. New Delhi: TataMcGraw-Hill. 11. Royal Thai Embassy. Htt://www.Thaiemb.org.in. assessed on February 10,2011 12. Ross, M.(1994). An assessment of international college student adjustment. International Journal for the Advancement of Counseling. 13. Haksever Cengiz.(2003). Service Management and Operations.2nd ed. Singapore: Pearson Education. 14. Thakur Devendra.(2000). Research Methodology in Social Sciences. New Delhi: Deep & Deep Publications. 15. 15.Tull Donald S.(2003). Marketing Research Measurement & Method. 6th ed. New Delhi: prentice-Hill of India. 16. Gill and Johnson.(2002). Research Methods for Managers. 3 rd ed. London: Sage publications.


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The purpose of this research is to study Thai student’s decision on studying in India, the perceived importance of service marketing mix and...

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