Factors Affecting Thai Students’ Decision to Pursue a MBA at a Private or a Public Business School in Bangkok
The objectives of the research were to identify and compare the differences between the influences of factors to Thai students’ decision to choose between MBA programs in private and public business schools in Bangkok, Thailand. Quantitative methodology served the purposes of the research, which included literature reviews to identify the constructs, instrumentation, quantitative data collection, and quantitative data analysis: descriptive analysis, exploratory factor analysis, T-test, multi-collinearity test, and binary logistic regression analysis. The response rate of the questionnaire distributed to 450 respondents in the area was 95.89%. According to the respondents, 44.79% of the students were 26 – 30 years old. Majority of the MBA students, 72.39%, earned 35,000 baht a month and above. The findings of the study showed that there were three factors affecting Thai students’ decision to choose between the MBA programs: Prospectus, Promotion, and Premium, ranked by the influence levels. The most influential factor, Prospectus, had 1.820 times stronger influence on Thai students to choose MBA programs in public business schools. Respectively, Promotion and Premium had 2.172 and 1.961 times stronger influence on the students to choose MBA programs in private business schools. Furthermore, the new 8P’s for higher education marketing: Process, Program, Premium, Prominence, Prospectus, Promotion, Price, and People. The implications of the findings and recommendations were discussed.