*Graduate School of Management International Program, Faculty of Business Administration, Rangsit University
**Department of Marketing, Faculty of Business Administration, Rangsit University, Thailand, Email: narismiracle@hotmail.com
The study investigates the relationship between marketing mix factors (4Ps) and customers’ decision-making in choosing small and medium-sized Chinese Language Schools (SMEs) in the Bangkok Metropolitan Region of Thailand. The proposition of the study will look at whether or not there are some factors that influence customers’ decision-making in making their choice. The study also examines the direction of those relationships. A quantitative approach was used to collect data at Chinese language schools located in shopping malls in Bangkok Metropolitan using a self-administered questionnaire as research instrument. The outcomes suggest that entrepreneurs should be concerned with a convenient location as major priority as well as sales promotion to match with Thai people's culture and lifestyle. The study also recommends entrepreneurs or marketers to allocate their marketing mix resources with respect to traditional and/or modern marketing media to meet the challenges of severe rivalry in the shifting era of the digital age.
Marketing Mix, Decision-making, Language School, SMEs, Thailand
