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Lifestyle Segmentation: a Case Study of Student of Dusit Thani College การแบ่งรูปแบบการด าเนินชีวิตของนักศึกษาวิทยาลัยดุสิตธานี

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Lifestyle Segmentation: a Case Study of Student of Dusit Thani College การแบ่งรูปแบบการด าเนินชีวิตของนักศึกษาวิทยาลัยดุสิตธานี วารสารวิทยาลัยดุสิตธานี ปีที่ 11 ฉบับพิเศษ เดือนพฤษภาคม 2560 Lifestyle Segmentation: A Case Study of Student of Dusit Thani College การแบ่งรูปแบบการด าเนินชีวิตของนักศึกษาวิทยาลัยดุสิตธานี Chakrit Srisakun Lecturer, Department of Business Administration and General Education, Dusit Thani College, E-mail: [email protected] ชาคริต ศรีสกุน อาจารย์ประจ าส านักวิชาบริหารธุรกิจและศึกษาทั่วไป วิทยาลัยดุสิตธานี Worapoj Sirichareechai Lecturer, Department of Business Administration and General Education, Dusit Thani College, E-mail: [email protected] วรพจน์ ศิริชาลีชัย อาจารย์ประจ าส านักวิชาบริหารธุรกิจและศึกษาทั่วไป วิทยาลัยดุสิตธานี ______________________________________________________________________________________ Abstract This research aims to investigate the psychographic segmentation of student of Dusit Thani College to classify the mainly student’s lifestyle by integrating the demographic factors of Bangkok and Pattaya campus, and to suggest the instructors and administrators adjust the teaching style and formulating strategies to suitable the student’s lifestyle based on values and lifestyles or VALS framework. The respondents included 400 students included major of hotel and resort management, culinary arts and kitchen, tourism management, and MICE and events. The data collected through a survey, and used the exploratory factor analysis (EFA), cluster analysis, discriminant analysis (DA), and correspondence analysis (CA) to classify the lifestyle. Consequently, the major, campus, and GPA can be classified the six main lifestyles included confidentist, nerd, planer, introvert, activist, and followers. Keywords: Psychographic Segmentation, VALS, Dusit Thani College บทคัดย่อ การวิจัยครั้งนี้มีวัตถุประสงค์เพื่อแบ่งรูปแบบการด าเนินชีวิตของนักศึกษาวิทยาลัยดุสิตธานีโดยใช้ปัจจัย ทางประชากรศาสตร์ของนักศึกษาทั้งศูนย์การศึกษากรุงเทพมหานครและพัทยา เพื่อเป็นแนวทางแก่บุคลากร ทั้งในส่วนของอาจารย์และฝ่ายบริหารในการปรับปรุงแนวทางการสอนและกลยุทธ์ให้เหมาะสมกับรูปแบบ การใช้ชีวิตโดยใช้กรอบแนวคิดการแบ่งส่วนทางการตลาดแบบ VALS การแบ่งรูปแบบการด าเนินชีวิตของนักศึกษาวิทยาลัยดุสิตธานี 281 Dusit Thani College Journal Vol.11 Special Issue May 2017 กลุ่มตัวอย่างที่ใช้ในการศึกษาครั้งนี้ได้แก่นักศึกษาจ านวน 400 คนจาก 4 สาขา ประกอบด้วยสาขาวิชา การจัดการโรงแรมและรีสอร์ท การจัดการครัวและศิลปะการประกอบอาหาร การจัดการท่องเที่ยว และการ จัดการนิทรรศการและการประชุม และท าการวิเคราะห์ข้อมูลดังกล่าวโดยใช้การวิเคราะห์องค์ประกอบเชิง ส ารวจ การวิเคราะห์การจัดกลุ่ม การวิเคราะห์การจ าแนกกลุ่ม และการวิเคราะห์การสมนัยเพื่อจ าแนกรูปแบบ การใช้ชีวิต จากผลการศึกษาพบกว่าสาขาที่นักศึกษาเรียนศูนย์ศึกษา และเกรดเฉลี่ยเป็นปัจจัยที่สามารถ จ าแนกรูปแบบการใช้ชีวิตของนักศึกษาได้ออกเป็น 6 ประเภท อันได้แก่ ผู้ที่มีความมั่นใจ ผู้ที่ขยันเรียน ผู้ที่ เป็นนักวางแผน ผู้ที่เก็บตัว ผู้ที่ชื่อชอบการท ากิจกรรม และผู้ตาม ค าส าคัญ : การแบ่งส่วนทางจิตวิทยาทางการตลาด รูปแบบการด าเดินชีวิต วิทยาลัยดุสิตธานี Introduction Universities and colleges in Thailand faced high competition and oversupply circumstances. Because of educational institution can be supplied 140,000 students per year, while 80,000 students applied in the universities and colleges (Sakworawich, 2016), and Thai Association of Governing Boards of University and Colleges or TAGB demonstrated a number of universities in Thailand included 80 public universities and 93 private universities (TAGB, 2014). Furthermore, Sakworawich (2016) suggested that the educational institution should be improved and develop the curriculums which related to the present context, and emphasized on both sides in terms of the theory and practical aspects or demonstrated the core competency to compete in this industry. Consequently, this phenomenon might be affected the educational institution to improve and develop their curriculum which related to the present context, or recruited and retained their students by served the curriculums and system to student appropriately. Dusit Thani College is the one of ninety-three private university in the TAGB’s list that encouraged and responded the Ministry of Tourism and Sport policy to recruit, improve and develop the skill of service quality to superior service and excellence in the Southeast Asia (Dusit Thani College, 2015). According to Dusit Thani College is the part of Thailand’s leading five-star hospitality group for over 40 years as named Dusit Thani International, thus, designing the curriculums from the theory perspective to the real world experiences by qualified academics with professional experience in hospitality industries (Dusit Thani College, 2015). Hence, Dusit Thani College can be provided the human resources to meet the requirement of Ministry of Tourism and Sport by improved and developed the skill, knowledge, and attitude of students, and presented the core competence as the excellence in hospitality education. However, the educational institution should be interested in the demographic and lifestyles of 282 Lifestyle Segmentation: A Case Study of Student of Dusit Thani College วารสารวิทยาลัยดุสิตธานี ปีที่ 11 ฉบับพิเศษ เดือนพฤษภาคม 2560 students as well, because the several researchers claimed that the demographic and lifestyle factors can be affected the traits of behavior, attitude, and decision-making of the persons that led to behave differently. (e.g. Ratanavilaisakul, 2000; Sarli & Tat, 2011; Vaidya, 2015; Valentine & Powers, 2016; Vasseur & Kemp, 2015). Market segmentation can be encouraged the firm to deeply understand the difference between people and lead to advantages based on four criteria included geographic, demographic, psychographic, and behavioral (Ciribeli & Miquelito, 2013; Limeira; 2008). Furthermore, the majority of researchers and practitioners tended to investigate the demographics and psychographics to understand the lifestyle of customers, because the lifestyle is the most holistic segmentation approach that it tries to take into account virtually anything, and everything, that might help marketers identify and reach desirable target markets (Ciribeli & Miquelito, 2013; Gonzalez & Bello, 2002). Lifestyles is the determinants within the psychographics which can be related to a different aspect of customers with differences and similarities as strategical keys. In fact, psychographics from marketing view that means the people how, when and where to spend their time and money (Sarli & Tat, 2011). Besides, Lifestyle is not only employed to the customers within the business sectors, but also the customers within the educational institution, especially, in Thai context. For instance, Kongkachuichay and Kaewwongsiri (2011) studied the of student’s lifestyles at faculty of Home Economics Technology of Rajamangala University of Technology Phra Nakhon, Somasri (2013) exanimated the undergraduate student’s lifestyle at Srinakharinwirot University, and Ratanavilaisakul (2000) investigated the student lifestyles at King Mongkut's University of Technology Thonburi. Accordingly, Dusit Thani College should be classified the lifestyles of students to serve and respond the service of Dusit Thani College appropriately to recruit and retain the students among high competitions in the educational institution. Objective Investigation of psychographic segmentation the student of Dusit Thani College to classify the mainly student’s lifestyle by integrating the demographic factors of Bangkok and Pattaya campus. Besides, to suggest the instructors and administrators adjust the teaching style and formulating strategies to suitable the student’s lifestyle based on values and lifestyles or VALS framework. การแบ่งรูปแบบการด าเนินชีวิตของนักศึกษาวิทยาลัยดุสิตธานี 283 Dusit Thani College Journal Vol.11 Special Issue May 2017 Scope of research This study aimed to investigate the students of Dusit Thani College Bangkok and Pattaya campus included major of hotel and resort management, culinary arts and kitchen, tourism management, and MICE and events. According to Saunders, Lewis, and Trornhill (2000) indicated the methods to determine the sample size if population more than 2,000 but less than 5,000 at the margin of error equal to 5%, therefore, the sample size should more than 357 students. Conceptual framework Definition of operational terms/research terms Psychographic segmentation: Classification the traits of behavior in terms of student’s lifestyle of Dusit Thani College Dusit Thani College: The school where provided the professional experience in service industry. Literature review Values and lifestyles (VALS) is the crucial tools in psychological segmentation that used to classify consumer behavior and explain the consumer life pattern (Assael, 2004; Ghosh, 2014; Hanspal, 2001; Ma, 2004; Vadiya, 2015). VALS created by Mitchell and Spengler at Stanford Research Institute (SRI) international and applied in the field of advertising in market segmentation and widespread to the market in order to gain acceptance from people (Mitchell, 1983; Riche, 1989). VALS contained eight groups to classify the lifestyles included actualizes, fulfillers, believers, achievers, strivers, experiences, markets and struggles (SRI, 2017). Besides, SRI (2017) explained the detail each group including the actualized categorized with one of social class with the highest income and full of resources that they mistreat in self-concentration, the 284 Lifestyle Segmentation: A Case Study of Student of Dusit Thani College วารสารวิทยาลัยดุสิตธานี ปีที่ 11 ฉบับพิเศษ เดือนพฤษภาคม 2560 fulfillers are adult, responsible and well-educated professionals, the believers are conservative, predictable consumer with more modest
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