Personal factors and marketing mix that affecting to decision making for choosing nursing home of senior people

Abstract

The purposed of this research “Personal factors and marketing mix that affecting to decision making for choosing nursing home of senior people” was to study (1) decision making behavior of senior people for choosing nursing home (2) personal factors that affecting to decision making for choosing nursing home of senior people. The samples of this study were 400 of senior people who live in Bangkok and provinces nearby. The questionnaires were implemented as the tool for data collection. The statistics methods were used for analyzing data; Percentage, Mean, Standard Deviation, T-Test and One-way ANOVA. The results were found that: Most of samples are women, marriages, age 60-65 years old, finished primary schools, retirees, revenue between 10,000 - 20,000 baht. They want to stay at their own home and need helpers when they get older and can’t help themselves. They believe, they can support their housing expenditure in between 2,000 – 10,000 baht. They like making merit, being independent and simple life. Their opinions about marketing mix; (1) Product, they concern about security system in accordance with intentional standard. (2) Price, they prefer offering several price level. (3) Place, nursing home should located nearby hospitals. (4) Promotion, they concern about clear information and housing tour. (5) People or Employee, nursing home should have doctors, nurses, and specialists. (6)