5 A MARKETING STRATEGIES IN PURCHASING FOR ELDERLY CONSUMERS IN THAILAND
Keywords:
Strategy, Marketing 5 A, ElderlyAbstract
Objectives of this research article were: 1. Study the demographic characteristics of the elderly in Thailand 2. Study the 5 A marketing strategies for purchasing products products for the elderly in Thailand. This research was quantitative research. (Quantitative Research) and Qualitative Research (Qualitative Research) using quantitative research to study the 5 A marketing strategies for purchasing products by the elderly in Thailand. The research instrument was a questionnaire. and in-depth interviews Statistics used to analyze the data included descriptive statistics. Inferential statistics Model creation and model verification.
The results showed that the five elements of marketing strategy form used by general consumers when used to study the purchase of goods by the elderly in Thailand were found in 3 elements, (3A: Aware, Appeal, Act). The factors that affected the purchasing decision of the elderly are Component 1: Elderly product information awareness, Component 2: Attracting the elderly to become interested and want to get to know our brand better and the third component: Action, was the decision to buy both the first time and the repeat purchasing. for the elderly in Thailand and 3. To suggest marketing strategies for purchasing.
References
ธัญลักษณ์ สุมนานุสรณ์. (2561). พฤติกรรมการตัดสินใจซื้อสินค้าผ่านเครือข่ายสังคมออนไลน์ของผู้สูงอายุกลุ่มเบบี้บูมเมอร์. Journal of Management Science Nakhon Pathom Rajabhat University, 6(2), 78-790.
พิมพ์ใจ ทายะติ. (2560). รูปแบบการจัดการเรียนรู้สำหรับผู้สูงอายุประเทศไทยเพื่อการรู้เท่าทันเทคโนโลยีสารสนเทศและการสื่อสาร. Veridian E-Journal, Silpakorn University, 10(3), 1613-1629.
ระวีวรรณ ทรัพย์อินทร์ และญาศิณี เคารพธรรม. (2560). ศึกษาสื่อกับผู้สูงอายุในประเทศไทย.วารสารนิเทศศาสตร์ธุรกิจบัณฑิตย์, 11(2), 367-387.
วรินทร์ทิพย์ กำลังแพทย์. (2565). กลยุทธ์การตลาดเชิงคาดการณ์ที่ส่งผลต่อการตัดสินใจซื้อซ้ำของลูกค้าร้านขายยาในจังหวัดนครปฐม. วารสารศิลปะศาสตร์และอุตสาหกรรมบริการ, 5(1), 361-373.
ศูนย์วิจัยกสิกรไทย. (2561). ตลาดผู้สูงวัย ขุมทองของ SME ไทย. สืบค้น 1 พฤษภาคม 2565, จาก ttps://shorturl.asia/TaLyU
Cronbach, L. J. (1990). Essentials of psychological testing (5th ed.). New York: Harper & Row.
Guido, G. et al. (2022). Active ageing of elderly consumers: insights and opportunities for future business strategies. SN Bus Econ, 2(8), 7-17.
Kiattiwittayasakul, S. (2019). A Study of Factors Influencing Elderly People to Purchase Products from Online Platforms (An Independent Study Submitted in Partial Fulfillment of The Requirements for The Degree of Master of Science Program in Marketing (International Program). Pathum Thani: thammasat university.
Kotler, P. et al. (2021). Marketing 5.0: Technology for Humanity. New Jersey, USA. Published and arrangement with John Wiley & Sons., Inc.
Rybaczewska, M. & Sparks, L. (2021). Ageing consumers and e-commerce activities. Ageing and Society, 42(8), 1-20.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of MCU Social Science Review
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
In order to conform the copyright law, all article authors must sign the consignment agreement to transfer the copyright to the Journal including the finally revised original articles. Besides, the article authors must declare that the articles will be printed in only the Journal of MCU Journal of Social Sciences. If there are pictures, tables or contents that were printed before, the article authors must receive permission from the authors in writing and show the evidence to the editor before the article is printed. If it does not conform to the set criteria, the editor will remove the article from the Journal without any exceptions.
