| Abstract | Organizations that target and serve the global market or substantial part of the global market must first understand the changed business environment. Meanwhile, they have to project products and services and expand their global viewpoint. Therefore, they must ensure to have the right strategy and people capable of delivering the better understand, anticipate, and manage to derive better performance and for a whole organization.
With the awareness of these challenges, AIT, as an international education institute has been keeping with the pace of changes in terms of needs of the industries and societies in Asia. In has developed innovative program in recent years in various fields of study to cater to the needs of professionals in industries in Thailand and Vietnam. These programs aim to develop the participants‟ knowledge, skills, and abilities as well as cultivating their global viewpoint to serve their organization in the globalization process.
The main purpose of this research is to identify the market demand of people interested in participating in these Professional Master‟s Degree Program and to explore the relative importance of factors that contribute to the purchasing decision in Professional Master‟s Degree Program. Primary data were collected through a survey that was conducted on people who work in the government sectors and state enterprises. Secondary data were used to integrate theoretical knowledge about consumer buying behavior from textbooks and literatures from relevant research. In addition, the collected data were processed and analyzed by SPSS program.
Based on the data analysis, it is found that: there is market demand for the Professional Master‟s Degree. In addition, for the factors influencing this decision making, most of the respondents rank knowledge as the first criteria that affect their decision making for further study, followed by price of the program (or program fees) and program delivery manners and promotional methods. Finally, place or the location of the program delivery is the last criteria for the respondents. |