The study on relationship between lifestyle patterns and event marketing models of the elderly’s activity in Bangkok

Abstract

The study on relationship between lifestyle patterns and event marketing models of the elderly’s activity in Bangkok was aimed to explore the lifestyle patterns of the elderly, marketing model of the elderly, and the relationship between the lifestyle and the marketing model of the elderly’ activity in Bangkok Metropolis. The statistics used in the data analysis were descriptive statistics including mean, percentage and Standard deviation, Inferential statistics, and multiple regression analysis. The research tool used to collect data was a questionnaire applied on a group of sample consisting of 200 people selected through non - probability sampling in Lak Si, Thung Song Hong District, Bangkok. Results of the study regarding personal factors of the elderly revealed that most of them were married males aged 60-70 years old without bachelor's degrees earning average monthly income 5,000-10,000 baht mainly from their work, savings, and currently unemployed. The results of the study of the elderly’s lifestyles of the sample group showed that they mostly participated in social activities, exercises, hobbies, and tourism activities respectively. The results of the event marketing model of the elderly also revealed that the sample needed marketing mix, and most activities were to be more personal. Moreover, the promotion should be made on the location, marketing process, cost, and activities respectively. The hypothesis testing revealed that the lifestyles, social activities, and tourism activities were related to the event marketing of the elderly in Bangkok.