Behaviors and Factors Affecting Decisions Concerning Purchase of Products and Services for the Elderly People in A Sufficiency Economy

Abstract

This research aimed to study the behaviors and factors affecting elderly people's decisions to purchase products and services, based on the sufficiency economy. The results of the study showed that the elderly people spent their money on food, as it is necessary on their own decisions, 2-3 times a month, each time spending not more than 1,000 baht; their shopping period was in the day time on Sunday and at a near by department store,' and the most influential media were 7V commercials. The study of their opinions of marketing mix and the philosophy of the seJf-sufflciency economy for purchasing products and services indicated that there were differences according to sex} level of education, level of income, and residential locations.

In addition, it was found that these elderly people applied the criterion of reasonableness to decision making at a value of 28.29, which was more than the criteria for moderation and immunity, which were 28.26 and 28.07, respectively. Those criteria were under the condition of knowledge that had an impact on decisions  at a value of 29.23 and more than the conditions of ethics and morality, which were at 29.18. The factors ofmarketing mix influencing the use of the reasonableness criterion by the elderly people were personal factors at a value of 4.290, considering the service mind of sales assistants. The elderly people considered prices and other expense factors that had an impact at a value of 3.312, considering the pricing suitable for the quality of the product or service. The product factor had an impact at a value of 3.075, considering the dates ofmanufacturing and expiry.