The Study on Relationship between Lifestyle Patterns and Event Marketing Models of the Elderly’s Activity in Bangkok

Abstract

The study aimed to investigate lifestyle patterns and event marketing models and to explore the relationship between lifestyle patterns and event marketing models of the elderly’s activity in Bangkok.  The sample group was 200 people in Lak Si and Thung Song Hong Districts in Bangkok, using non - probability sampling. The research instrument was a questionnaire. The statistics used included mean, percentage and standard deviation, Inferential statistics, and multiple regression analysis.
The findings were as followsings.
1) Concerning personal factors, it showed that most of them were married males aged 60-70 years old without bachelor's degrees earning average monthly income 5,000-10,000 baht mainly from their work, savings, and currently unemployed.
2) Regarding the lifestyle patterns, it was found that  they mostly participated in social activities, exercises, hobbies, and tourism activities respectively.
3) Concerning the event marketing model of the elderly, it also revealed that the sample needed marketing mix, and most activities were to be more personal. Moreover, the promotion should be made on the location, marketing process, cost, and activities respectively.
4) About the hypothesis testing, it revealed that the lifestyles, social activities, and tourism activities were related to the event marketing of the elderly in Bangkok.