กลยุทธ์การสื่อสารการตลาดแบบบูรณาการในยุควิถีใหม่ของผลิตภัณฑ์เพื่อสุขภาพ สำหรับผู้สูงวัยในจังหวัดนครปฐม ( Integrated Marketing Communication Strategy in the New Normal Era of Consumer Health Products for the Elderly in Nakorn Pathom Province)

Abstract

The objectives of the research were to study  the opinions of elderly people  in Nakhon Pathom Province about integrated marketing communication strategies in the New Normal Era used  by companies selling consumer health products  for the elderly,  the decision-making process of elderly people in Nakhon Pathom Province  before buying health products for the elderly in the New Normal Era, compared by demographic factors and the  relationship between integrated marketing communication strategies and the decision-making process of elderly people in Nakhon Pathom Province before buying health products for the elderly in the New Normal Era. The research was the survey method. The sample size was  400  population, aged 60 and above in Nakhon Pathom Province who had purchased health products for the elderly. Samples were chosen by simple random sampling. The data collection tool was a questionnaire. Data  were analyzed  using the descriptive statistics of frequency, percentage, mean, and standard deviation and the inferential statistics of Mann-Whitney, Kruskal-Wallis and Pearson’s correlated coefficient.

The results of this research were that the opinions of elderly people in Nakhon Pathom Province about integrated marketing communication strategies in the New Normal Era used to sell consumer health products for the elderly were overall highly positive, with the highest approval rating scores given for the aspects of direct sales by personnel, advertising and marketing promotions. The Elderly consumers of different gender, age group, occupation, educational level, marital status, and monthly income used different decision-making processes before buying health products for the elderly in the New Normal Era, to a statistically significant degree at 0.05 significance. And the Integrated marketing communication strategies were positively correlated with the decision-making process of elderly people in Nakhon Pathom Province before buying health products for the elderly to a low to medium degree that was statistically significant at 0.01.