ปัจจัยส่วนบุคคลและส่วนประสมทางการตลาดที่มีผลต่อการตัดสินใจเลือกบ้านพักคนชราของผู้สูงอายุ

The purposed of this research “Personal factors and marketing mix that affecting to decision making for choosing nursing home of senior people” was to study (1) decision making behavior of senior people for choosing nursing home (2) personal factors that affecting to decision making for choosing nursing home of senior people. The samples of this study were 400 of senior people who live in Bangkok and provinces nearby. The questionnaires were implemented as the tool for data collection. The statistics methods were used for analyzing data; Percentage Mean Standard Deviation T-Test and One-way ANOVA. The results were found that: Most of samples are women marriages age 60-65 years old finished primary schools retirees revenue between 10000 - 20000 baht. They want to stay at their own home and need helpers when they get older and can’t help themselves. They believe they can support their housing expenditure in between 2000 – 10000 baht. They like making merit being independent and simple life. Their opinions about marketing mix; (1) Product they concern about security system in accordance with intentional standard. (2) Price they prefer offering several price level. (3) Place nursing home should located nearby hospitals. (4) Promotion they concern about clear information and housing tour. (5) People or Employee nursing home should have doctors nurses and specialists. (6)