Prediction of Market Situation for Studying Elder Consumers’ Health Care Product Usage Behaviors in Medical Clinics in Thailand


This research aims to study older consumers' health care product and service usage behavior in medical clinics in Thailand, applying prediction of market situation as an analysis frame. The goals of this research are 1) Studying older consumers' health care product and service usage behavior in medical clinics in Thailand and 2) Forecasting market situation in order to develop proper marketing strategies for elderly medical clinics in Thailand. The methodology of this research is applying quantitative research methods to forecast marketing situation, using a sampling group, which is the older population living in urban areas of Thailand, including Bangkok and metropolitan area and urban areas in provinces with high rate of older population, the total number of the samples is 400 (Alpha 0.05); descriptive statistics, Pearson product - moment correlation coefficient inferential statistics as well as Pearson's chi squared test statistical procedures are also applied in this research. The results showed that older consumers in medical clinics in Thailand decide to purchase or consume the products by the principles of market situation prediction that establishes cause-effect relationship. Older consumers' purchase decision is chiefly influenced by health factors and logical factors, other less influential factors are emotional factors and social factors while economy factors have the least influence. If the entrepreneurs plan to maintain or expand elderly health care product markets, they should develop proper marketing strategies, emphasizing "Product" and "Place" factors Keywords: Market situation, elder consumer, health care product

Author Information
Kedwadee Sombultawee, Silpakorn University, Thailand
Thirawat Chantuk, Silpakorn University, Thailand

Paper Information
Conference: ACSET2013
Stream: Education

This paper is part of the ACSET2013 Conference Proceedings (View)
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