Factors Affecting Intention to Purchase Safety Equipment for the Elderly in Bangkok

Abstract

The research objectives were to 1) Study the marketing mix factors, product factors and intention to purchase safety equipment for the elderly in Bangkok, 2) Compare the different of intention to purchase safety equipment for the elderly in Bangkok and classified by personal factors and 3) Analyze of marketing mix factors and product factors that affecting intention to purchase safety equipment for the elderly in Bangkok. The data were collected by questionnaires. This research was testing 500 samples of Thai elderly customers. The data for analyzing were frequency, percentage, mean, standard deviation, independent samples t-test, one–way ANOVA and multiple regression analysis.

The findings of this research were as follows 1) The overall marketing mix factors was at a high level, the overall product factors was at a high level and intention to purchase safety equipment for the elderly in Bangkok was at a moderate level. 2) Research Population in Bangkok metropolitan areas with the personal factors including gender, marital status, career, family members had different and no affecting intention to purchase safety equipment for the elderly but the personal factors including ages, level of educational, monthly income had different and affecting intention to purchase safety equipment for the elderly, statistically significant at the .05 level and 3) Marketing mix factors that affecting intention to purchase safety equipment for the elderly including place, promotion , process and productivity, and product factors that affecting intention to purchase safety equipment for the elderly including brand image and brand reliability, and brand sign or trademark.