พฤติกรรมของคนกลุ่มเบบี้บูมเมอร์ในจังหวัดเชียงใหม่ ต่อการเลือกลงทุนจากเงินออม

Abstract

This independent study aimed to investigate behaviors of Baby Boomer group in Chiang Mai province towards choosing investment from savings. Respondents for the study’s survey were specified, according to the Quota Sampling method, to 300 elderly people who were born between B.E. 2489 2507 and resided in Chiang Mai province. These respondents were divided into 3 groups of 100 people according to phases of retirement i.e. 1) pre retirement and newly retirement group (56 61 years old), 2) middle retirement (62 67 years old), and 3) over 8 years of retirement (68 74 years old). Data obtained were analyzed by the statistics namely frequency, percentage, Chi square, ANOVA and Post hoc Comparison. The findings presented that most respondents were married female with educational background in bachelor’s degree. They were self employed and averagely earned monthly income at over 50,000 Baht. They invested their money through bank/cooperative savings because it had high liquidity enabling them to withdraw money for emergencies or trade it at any time. Their purpose of investment was to reserve for emergencies. They began to invest their money while they had been working and person influencing their investment decision was the respondents themselves. They made direct contact to bank counter service/store front/company to inquire about investment related information. They knew about the investment news from the intimate such as family member and friend. Source of investment fund was an extra income gained from their jobs and investment transaction was conducted by cash. The analysis on factors related to investment behavior of each studied group demonstrated that investment type; investment reason; investment period; source of investment fund; transaction mode; investment influencer; contact channel to inquire for investment information; and investment news channel correlated to the age range. In an overall view, factors namely product, promotion, process, physical evidence, and people affected behaviors of all 3 groups of Baby Boomers in Chiang Mai province towards choosing investment from savings indifferently at the 0.05 levels of statistical significance. Price and promotion factors, however, affected behaviors of these 3 groups differently at the 0.05 levels of statistical significance. Sub factors that were differently rated included high rate of interest/investment return; fixed rate of interest/investment return; low rate of related fees; a large number of offices/branches; convenience to contact such as 24 hour contact service; various contact channels such as telephone and online chat platforms like Line/Facebook/Call Center; interesting promotion such as special interest, special discount, roadshow booths in events; to have staff to give advice, persuasion and offer for sale; accurate operation system; to have client data protection system such as verification by using the ID card; simplicity of using online service; rapidity of responding to customer’s inquires via online channels; accurate online service system; pleasing modern and clean decoration of office/shop area; to serve customers with modern facilities such as tablet and ATM machine; to have knowledgeable and competent staff/sale persons who could exactly respond to the point of customer’s inquiries; to have enthusiastic staff/sale persons who were eager to serve customers; and to have staff who served the customers promptly and accurately.