Factors in selecting the elderly nursing home for the in Mueang Khon Kaen District, Khon Kaen Province

This research investigates the attitude and marketing mix in the decision making of elderly nursing home selection and study of factors affecting the selection of elderly nursing home in Mueang Khon Kaen District, Khon Kaen Province. This research is quantitative research that used convenience sampling. The questionnaire was used as the tool to collect data from 400 respondents. The questionnaire had Cronbach's alpha at 0.948. The statistically were analyzed by mean, standard deviation and multiple linear regression. The results demonstrated that: factors of attitude and marketing mix in deciding to choose an elderly nursing home in Mueang Khon Kaen District, Khon Kaen Province, found that attitudes towards using the services of an elderly nursing home were at the highest level of opinion. The marketing mix in deciding to choose an elderly nursing home was at the highest level of importance, and the decision to choose an elderly nursing home was at the highest level of opinion. Factors affecting the choice of elderly nursing homes in Mueang Khon Kaen District, Khon Kaen Province, found that attitude, in behavior, and understanding aspects had statistically significant influence on the choice of elderly nursing homes at a level of 0.05. Marketing mix factors in terms of product, place, and people had statistically significant influence on the choice of elderly nursing homes at a level of 0.05.