Consumer Decision-Making in Selecting Home-Based Elderly Care Services as a Business in Khon Kaen Municipality

Abstract

              This research aimed to: (1) study the needs of elderly individuals in making decisions to use elderly care business services in Khon Kaen Municipality; (2) examine the relationship between personal factors of the elderly and their decision-making regarding elderly care business services; and (3) examine the relationship between personal factors of relatives of the elderly and their decision-making regarding elderly care business services in Khon Kaen Municipality. The sample group consisted of 200 elderly individuals aged 60 years and over, and 200 relatives aged 20 years and over, selected using cluster sampling. The research instrument was a questionnaire. Data were analyzed using frequency, percentage, mean, standard deviation, and Chi-square test.

             The results revealed that: (1) the overall level of demand among the elderly for elderly care business services was at the highest level (M=4.70, SD=0.49). The highest need was for home-visit services by specialized doctors or nurses (M=4.84, SD=0.37), followed by the need for health maintenance and wellness (M=4.80, SD=0.40), residing in a good environment (M=4.79, SD=0.54), and having social interaction (M=4.78, SD=0.41); (2) personal factors of the elderly, namely age, education level, and marital status, were significantly related to their decision-making in choosing elderly care business services at the .05 level; and (3) personal factors of the elderly's relatives, including age, education level, and marital status, were also significantly associated with the decision to use elderly care business services at the .05 level.