Marketing Mix That Affect Behavior of Shopping And Making Options In The Use of Siam Paragon Of Elders

Abstract

This research aims to study factors and behaviors of elders who choose to use the store, and to study marketing mix and stimulant that affects the elders to choose to use the store. This study is quantitative research. The samples are 400 elders who used the store. Using statistical analysis were percentage, mean standard deviation and chi-square. The results showed that the most customers was female between 66-70 years old, married, business owner with an average income between 30,000-50,000 bath per month. They usually served at restaurants to get together. They usually came 1-2 times per month, between 04.00-06.00 p.m. and length of service was about 2-4 hours per time. The cost each visited to the store about 1,000-3,000 bath per time. The most necessary marketing mix were product, place, promotion and price and the most necessary stimulant were physical characteristics, external stimuli and internal stimuli to choose to service at Siam Paragon of elders.