MARKETING MIX FACTORS INFLUENCING THE DECISION-MAKING TO USE A PRIVATE NURSING HOME SERVICE FOR THE ELDERLY: A CASE STUDY OF MEESUK SOCIETY IN CHIANG MAI

Abstract

Independent study on marketing mix factors influencing the decision-making to use a private nursing home service for the elderly: A case study of Meesuk Society in Chiang Mai. This study aims to study marketing mix factors influencing the decision-making to use private nursing homes service for the elderly: A case study of Meesuk Society in Chiang Mai with factors that were 1) product, 2) price, 3) distribution channel, 4) marketing promotion, 5) personnel, 6) process, and 7) physical characteristics. This study used an online questionnaire as a tool to collect information. The sample group was 400 people who are families of the elderly and the elderly who come to use the service living in Meesuk Society in Chiang Mai. The statistics used to analyze the data were percentage, mean, standard deviation, Pearson’s correlation coefficient analysis, and multiple regression analysis. The results of the study of marketing mix factors influencing the decision-making to use private nursing homes service for the elderly, the overall was at the highest level. Factors influencing the decision-making to use private nursing homes service for the elderly: the case study of the Meesuk Society in Chiang Mai were products, followed by marketing promotion, price, personnel, and physical appearance in terms of processes and distribution channels. The participants were satisfied with all assumptions and could explain the variations in marketing mix factors that affect the decision to use private nursing homes for the elderly: a case study of Meesuk Society in Chiang Mai was about 69.4 percent.