Main Article Content
The research objectives were: (1) the need by consumers in Bangkok Metropolis (BM) to use elderly care service. (2) the effects of a marketing mix strategy of entrepreneur on the use of elderly care service. The third objective is to investigate and (3) the effects of factors of external environment on these elderly care services. The sample population consisted of consumers in BM between the ages of 35 and 54, all of whom were responsible for the care of elderly family members 400 people.
The research finding were as follows: The Samples were 53.75 percent of female respondents and 46.25 percent of male respondents. The age range of respondents is 25.25 percent of 35-39 years old, 25 percent of 40-44 years old, 25.25 percent of 45-49, and 24.50 of 50-54 years old respectively. Most of the respondents, they have related with elderly person as their children. The average salary of the respondents is 20,000-40,000 baht. These consumers exhibited the need to use the elderly care service at the highest level.
They had the need to use these services in the form of high-level care more frequently than in the form of low-level care. Moreover, the need to use these services in respect to high-level care differed in accordance with demographical characteristics in the aspects of consumer age; income sources for the elderly; and the evaluation of the overall health condition of the elderly family members. In addition, the need to use these services in the form of low-level care differed in accordance with the demographical characteristics of gender; consumer age; and the age of the elderly. It was also found that the factor of marketing mix strategy in the aspect of physical evidence showed positive effects on the need to use the services in the forms of both low- level care. and high-level care. Furthermore, finally, the external environment factors in the aspects of the economy showed positive effects on the need to use the services in the form of low-level care. the legal and cultural showed positive effects on the use of these services at in the forms of both low-level care and high-level care at the statistically significant level of .05.
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