Marketing mix factors affecting elderly travelers purchasing decision behavior in the context of Thai VietJet Air, Ubon Ratchathani Province
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The objectives of this research article were: (1) to study the purchasing behavior of Thai Vietjet Air tickets among the elderly in Ubon Ratchathani Province and (2) to study the marketing mix factors for purchasing Thai Vietjet Air tickets any elderly group in Ubon Ratchathani Province. The study is qualitative research. The target group composed of 30 elderly people who used the service of Thai Vietjet Air at its Ubon Ratchathani Station. The instrument used was an in-depth interview form in which research results were summarized by descriptive analysis. The results showed that (1) the elderly in Ubon Ratchathani Province buys tickets with front row seats and checked baggage allowance. The main purposes of travel are to see a doctor and followed by family visits. They knew the airline from children, grandchildren, family members, followed by friends on Facebook. On average, in a year, the elderly group travels no more than 2 trips per year (30%). Those who can help themselves often go to the airport to buy tickets in person and pay with cash. Meanwhile, the elderly (61.3%) who live with family, children and grandchildren will be the ones who buy tickets online. (2) Most of the elderly are satisfied with the price first followed by marketing promotion. As for personnel service process and physical characteristics, elderly people have the same level of satisfaction. However, terms of distribution channels and products should be improved because the airline's current marketing strategy focuses on online operations in which the elderly group cannot access information and use those systems thoroughly
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