Factors Influencing Consumption Patterns of the Elderly in Thailand’s Northeastern Region

บทคัดย่อ

This study aims to investigate the consumption behavior of elderly individuals in Thailand’s Northeastern region, a demographically significant yet underrepresented area in aging research. Specifically, the study explores how demographic characteristics—such as gender, age, and occupation—and the components of the service marketing mix (7Ps) influence spending behavior and purchasing decisions. By applying the Engel–Kollat–Blackwell (EKB) decision-making model as the theoretical foundation, the research seeks to provide a regionally grounded and marketing-centered understanding of the factors shaping elderly consumers’ choices.

The results, based on quantitative data from 400 elderly participants, reveal that demographic variables, particularly gender and age, have a statistically significant influence on both the type of products/services consumed and the frequency of spending. Occupation, however, shows no significant relationship. Among the 7Ps, only the “People” element—representing interpersonal service interactions—has a significant effect on both spending frequency and purchase decisions. Other elements such as Product, Price, Place, Promotion, Physical Evidence, and Process showed no statistically significant impact, although Promotion and Product approached significance. These findings suggest that emotional and relational aspects of service are more influential than logistical or design-oriented factors for this population.

The study contributes to both theoretical and practical domains. Theoretically, it expands the application of the EKB model within an aging, rural consumer segment in Thailand, offering insight into age- and region-specific decision-making behaviors. Practically, the findings provide evidence-based recommendations for businesses and policymakers to develop inclusive service designs and marketing strategies tailored to the needs and preferences of elderly consumers in Northeastern Thailand, a population segment that is growing rapidly as the country moves toward becoming a super-aged society.