Factors Influencing Decision Making to Choose Nursing Home Services in Bangkok

Abstract

The aims of this research were to study demographic factors and The 7P’s marketing mix (7Ps) influence the Aging decision to use the Nursing Home in Bangkok metropolitan. The sample 220 people, the research instruments were a questionnaire. The data were analyzed by frequency, percentage, mean, standard deviation, and hypothesis test with t-test, One-way ANOVA and Multiple regression. The research results were as follows:  1) Demographic characteristics of the elderly in Bangkok that differ in sex, age, education level. and average monthly income which had no difference in decision making for nursing home service selection. In terms of different professions, there were different levels of decision making for nursing home service selection, statistically significant at the 0.05 level. 2) Product factors, prices, distribution channels and marketing promotion had an influence on the decision to choose nursing home services of the elderly in Bangkok. The other 3 factors, namely personal factors, physical characteristics, and process factors, had no influence on the decision to use nursing home services for the elderly in Bangkok.