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

Abstract

The purposes of this quantitative research, personal factors and marketing mix that affect to decision making for choosing nursing home of senior people, were (1) to study the demand of using nursing home services (2) to study the personal factors and marketing mix that affect to decision making for choosing nursing home. The samples of this study were 400 of senior people who live in Bangkok, Nonthaburi and Pathum Thani. The questionnaires were implemented as the tool for data collection. The descriptive statistics methods used to analyze included percentage, mean and standard deviation. Also, the inferential statistics, including the t-test and One-Way ANOVA were administered. The results revealed that the most of samples were women, marriages, age 60-65 years old, finished primary and junior high school, monthly income between 10,000 - 20,000 baht. They want to stay at their own homes and need care takers when they get older and can’t help themselves. They can support their housing expenditure between 2,001 – 10,000 baht per month. They like making merit, being independent and having simple life. Their opinions about marketing mix were found as follows: (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 near hospital (4) promotion, they concern about clear information and housing tour (5) people, nursing home should have doctors, nurses, and specialists (6) physical evidence, they worry about trustworthiness and credibility of nursing home entrepreneurs (7) process, they pay more attention about getting through hospital conveniently. The marketing mix affected their decision making for choosing nursing home and had significance level of 0.05 were price, place, promotion, people, physical evidence and process. Moreover, senior people with different age, married status, and education reported different for choosing nursing home with statistical significance at 0.05