Thai students’ choices of vocational education: marketing factors and reference groups

  • Nattavud Pimpa
  • Suda Suwannapirom


This study aims to identify factors influencing Thai students’ choices of vocational education. By using factor analysis, it reveals five key influencing factors: personal attitude, curriculum, potential employment, attractiveness of campus, and tuition fees. Furthermore, this study also indicates that teachers from secondary school, and parents can insert a strong influence on students’ decision making. In summary, Thai Ministry of Education must carry on promoting a good image of vocational education and its students to the society. Since vocational education has suffered from being perceived as a second class education and taught which militates against effective learning, marketing communication, in an effort to create an on-going understanding with students and community, is strongly recommended.


Marketing for Education VET School choice Thailand 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Blaug M. (1973) Education and the employment problem in developing countries. International Labour Office, GenevaGoogle Scholar
  2. Bradshaw G., Espinoza S., Hausman C. (2001) The college decision-making of high achieving students. College and University 2, 15–22Google Scholar
  3. Brennan, L. (2001). How prospective students choose universities: A buyer behaviour perspectives, Ph.D. thesis. The University of Melbourne.Google Scholar
  4. Foster P.J. (1965) The vocational school fallacy in development planning. In: Anderson A.C., Bowman M.J. (eds). Education and economic development. Aldine Publishing Company, Chicago, ILGoogle Scholar
  5. Grubb W.N. (1985) The convergence of educational system and the role of vocationalism. Comparative Education Review 29, 526–548CrossRefGoogle Scholar
  6. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis, 5th ed. Prentice-Hall International Inc.Google Scholar
  7. Krone, F., Gilly, M., Zeithaml, V., & Lamb, C. W. (1981). Factors influencing the graduate business schools decision. American marketing service proceedings1, pp. 453–456.Google Scholar
  8. Mazzarol T. (1998) Critical success factors for international education marketing. International Journal of Educational Management 12, 82–90CrossRefGoogle Scholar
  9. Ministry of Education. (2006). The annual policy for Ministry of Education. Bangkok.Google Scholar
  10. Moogan Y.J., Baron S., Bainbridge S. (2001) Timing and trade-off in the marketing of higher education courses. Marketing Intelligence and Planning 19, 179–187CrossRefGoogle Scholar
  11. OVEC (2006). Annual plan for academic year 2006. Bangkok: The Ministry of Education (Thailand).Google Scholar
  12. Pimpa N. (2005) A family affair: The effect of family on Thai students’ choices of international education. Higher Education 49, 431–448CrossRefGoogle Scholar
  13. Psacharopolous G. (1987) To vocationalize or not to vocationalize: That is the curriculum question. International Review of Education 33, 187–211CrossRefGoogle Scholar
  14. Tilak, J. (2002). Vocational education and training and Asia. In J. P. Keeves & R. Watanabe (Eds.) The handbook on educational research in the Asia Pacific region. Kluwer Academic Publishers.Google Scholar
  15. World Bank. (1999). Priorities and strategies for education. Washington DC.Google Scholar

Copyright information

© Springer Science+Business Media B.V. 2007

Authors and Affiliations

  1. 1.School of EducationRMIT UniversityMelbourneAustralia
  2. 2.Graduate School of CommerceBurapha UniversityChonburiThailand

Personalised recommendations