Year: 2025
Type: article
Study design: Observational Study
Abstract: This study employed cross-sectional descriptive research. It aimed to examine the level of satisfaction of the marketing mix and identify the marketing mix factors influencing the decision to participate in the activities next year within the context of the ‘Ubon Book Fair’. The sample consisted of 330 participants attending the 13th ‘Ubon Book Fair’, held from August 10-18, 2024, at Sunee Tower Department Store, Ubon Ratchathani Province. Participants were selected using random sampling. Descriptive statistics and multiple regression analysis were used to analyze the data. The research findings indicate that participants were highly satisfied with various aspects of the marketing mix. The factors that significantly influenced their decision to attend the event in the following year, at a statistically significant level, included education level (B = 0.213), the number of activities participated in (B = 0.098), as well as satisfaction with the marketing mix in terms of price (B = 0.060), people (B = 0.066), and physical evidence (B = 0.079).
Institution: Ubon Ratchathani Rajabhat University
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7219934301