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%hkdylruvdqg) Dfwruv$Iihfwlqjwkh6Hohfwlrqri6Sd 6Huylfhvdprqj&Rqvxphuvlq$Pskdzd6Dpxw 6rqjnkudp 7kdlodqg

This document summarizes a study on factors influencing consumer choice of spa services in Amphoe Amphawa, Samut Songkhram, Thailand. The study used a quantitative survey of 400 consumers aged 20-70 in the area. Results showed that demographic factors like age, education, occupation, income and service frequency related to choice of spa. Marketing mix factors like products, prices, place, promotion, staff, physical environment and processes also related to choice. The spa industry in Thailand has growth potential if service standards and personnel are developed. This study aims to provide insights to strengthen small businesses in the spa sector and reduce unemployment.

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0% found this document useful (0 votes)
60 views5 pages

%hkdylruvdqg) Dfwruv$Iihfwlqjwkh6Hohfwlrqri6Sd 6Huylfhvdprqj&Rqvxphuvlq$Pskdzd6Dpxw 6rqjnkudp 7kdlodqg

This document summarizes a study on factors influencing consumer choice of spa services in Amphoe Amphawa, Samut Songkhram, Thailand. The study used a quantitative survey of 400 consumers aged 20-70 in the area. Results showed that demographic factors like age, education, occupation, income and service frequency related to choice of spa. Marketing mix factors like products, prices, place, promotion, staff, physical environment and processes also related to choice. The spa industry in Thailand has growth potential if service standards and personnel are developed. This study aims to provide insights to strengthen small businesses in the spa sector and reduce unemployment.

Uploaded by

ace gladiator
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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