Factors Influencing Consumer Behavior in Selecting Service of Thai Massage and Spa

The research on factors in factors influencing consumer behavior in selecting service of Thai massage and spa targets at studying consumer behavior and marketing mix that has influences on the consumer behavior. Population of the study is 100 customers who have used the service and questionnaire was used as an instrument for data collection. Descriptive statistics applied to describe the collected data include Percentage and Mean; and inferential statistics are used to analyze the data. Most of the questionnaire respondents are female, age 41-50, graduated with bachelor’s degree, working for government offices/private company, monthly income 20,001-30,000 Baht. The reason to use Thai massage and spa service is to relax; select the service on their own; timing is between 18:01-20:00; price paid are 501 Baht up; aware of the service because of the sign board in front of the shop; frequency to use the service is 3-4 times per month; the place of service is general health massage shop. For marketing mix that affects consumer behavior, overall mean of significance for all 7 marketing mix factors is in a high level. Hypothesis test result shows that demographic factors including gender, age, occupation, education level, and monthly income are related to the consumer behavior at a statistical significance level of 0.05; and for marketing mix, price is related to the consumer behavior. The research results recommend that the Thai massage and spa entrepreneurs pay attention to all 7 aspects of marketing mix including 1) experienced masseurs with certificate of massage from Wat Pho 2) various types of service 3) location is in the area with large number of people and easy and convenient to travel 4) reasonable price comparing with competitors and payment is easy to make 5) clear and outstanding sign board 6) staffs are ready to serve and take care customers equally and quickly and 7) attractive shop decoration, cleanliness, quiet atmosphere, filled with aromatic smell, nice music, and private massage room.