พฤติกรรมผู้บริโภคในอำเภอเมืองเชียงใหม่ต่อการซื้ออุปกรณ์การแพทย์สำหรับผู้สูงอายุ

Abstract

The purpose of this independent study was to study behavior of consumers in Mueang Chiang Mai district towards buying medical equipment for the elderly. Two-hundred samples who have purchased medical equipment for the elderly within a year were asked to complete the questionnaire. The data was analyzed using descriptive statistics including frequency, percentage and mean. The inferential statistics as T-test and one-way ANOVA were used to compare mean of marketing mix categorized by gender and income. The results showed that majority of respondents were married female. Most had educational background of bachelor's degree and worked as government official, government employee and state enterprise employee. The majority earned a monthly income ranged from 20,001-30,000 bath. The most purchased medical equipment for the elderly was a blood pressure monitor. The reason toward buying was to care for the health of family members and based their purchase decisions on product quality. Family members played a significant role in assisting with the purchase decisions and accompanied with the purchasing process. The respondents preferred to buy the equipment from drug stores, typically between 17.01-20.00 p.m., without specific day during a week. The frequency of purchasing was less than once a year and the expense was around 1,001-2,000 baht each time. Medical staff had the most significant influence on their decision to buy. The marketing mix factors influencing the elderly's medical equipment purchase decisions were at high level. Key sub-factors include product safety, appropriate pricing for quality, clear product details and photos for online purchase channels, and good service from store employee. In addition, the marketing mix that affected the decision to purchase medical equipment for the elderly did not different by gender but showed income-related differences in some sub-factors of the marketing mix in the aspects of product, price and promotion at the significance level of 0.05.