การตัดสินใจเลือกใช้บริการบ้านพักคนชราของ Generation Y ในเขตกรุงเทพมหานคร

This research aims to study the following objectives: 1) the demographic characteristics of Gen Y that influence the decision to choose nursing home services 2) the factors of the marketing mix that influence the decision to choose Gen Y nursing home services and 3) the consumer behavior factors of Gen Y influencing the decision to use nursing home services of Gen Y. The research is based on a quantitative research method. The sample consisted of the population born between 1980 and 1997 aged between 24 and 41 years living in Bangkok. 400 people were examined by using the questionnaire created by the researcher. The statistics used in the study were frequency percentage mean standard deviation T-test F-test and multiple regression. The study results are that 1) looking at the demographic characteristics most respondents are female aged 30-35 years old with a bachelors degree single status and employees of private companies with an average monthly income of 10001 – 20000 Baht. In the future when the elderly can’t rely on their children or relatives to live they need to prepare savings for a senior living in a nursing home without underlying diseases. Most of the respondents have no children. The questionnaire used collected information on gender age level of qualification marital status occupation income parents’ support savings congenital disease number of children. All these factors affected the decision to choose Gen Y nursing home services at a statistically significant level of 0.05. 2) Marketing mix factors (7Ps) by product price place process and promotion affected choose the nursing home services of Gen Y. These factors were statistically significant at the 0.05 level. When testing the correlation value multiple regression (R square = 0.684) found that the relationship R value highly correlated with promotion place process price physical evidence people and product respectively. 3) Consumer behaviour factors social aspects personal aspects and psychological aspects affected decistion to choose the nursing home services of Gen Y. These factors were significant from the statistical test at the 0.05 level. When testing the correlation value and multiple regression (R square = 0.696) found that the relationship with the highest R value followed by personal psychological social and cultural aspects respectively.