A Study of the Relationship Between Thai Older People's Demographic Characteristics with Eating Out Behavior and the 7Ps Service Marketing Mix Factors in Bangkok
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Abstract
Thailand has entered an aging society since 2005 and is expected to become an aging society completely by 2035. Hence, there are always opportunities with every change. According to the data presented above, the elderly is now the primary segment that has purchasing power in all industries. Consequentially, in the restaurant business, it stands out as having the third-highest number of new businesses open continuously for several years, and the other side has high closures at the same time. It can be an indication that the food and beverage business is facing challenges and that the trend of customer groups and behaviours is about to change. Hence, restaurant management services must also be adapted and prepared for the near future.
This research study has two objectives: 1. to study the relationship between demographic characteristics and dining out behaviour of Thai elderly people in Bangkok and 2. to study differences in demographic characteristics affecting the 7Ps service marketing mix. This research used quantitative methods. Data were collected from 400 Thai males and females older people living in Bangkok. Descriptive statistics were analyzed as follows: percentage and frequency for general data. For Eating behavior used mean, and standard deviation for satisfaction data on Thai food menus. Data analysis by test statistics, comparison of differences between two variables (Independent-Samples t-test) and analysis: One-way Anova, and Chi- Square Test.
The study found that the majority of older people who ate out were in their early elderly with good health, had free time, had high purchasing power, and were ready to spend, which can be considered a niche market. They often use the service as a couple or with their family. They choose the service based on the physical evidence, such as a restaurant decoration or a type of service that attracts them with the words "This shop is worth visiting or trying”. And when they are satisfied, the price becomes a secondary issue in purchasing products or services. As a result, restaurant management should design products or services for the middle to upper market. Emphasis is placed on the design of a universally designed space that can be used by all ages. Pay attention to details about concept creation, and the design of the business should look classy. So, the target customer can see from the outside as being conducive to the use of the elderly and their followers.
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