THE MARKETING FACTORS AND PURCHASING BEHAVIOR OF THE ELDERLY

Due to the number of elder population in Thailand increased, it is interesting to study marketing factors and purchasing behaviour of the elderly in order to be an information for businesses to satisfy their needs. The main content based on several research papers which are 1. buying behaviour of the elderly people in modern retail stores. 2. buying behaviour of the elderly consumers toward house brand products 3. decision making for fitness center membership of the elderly consumers. These three research papers used survey to collect data. We found that marketing factors (4 P's) which were price, product and place were the most important factors for the elderly consumers.