The Marketing Study of Consumer Behavior in “ Pay - Physical Examination ” with Taiwan Area Verterans

• Main Authors: Ming-Shu Chen, 陳銘樹
• Other Authors: Yu-Sheng Liao
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/44353357110409914963

碩士 === 國立陽明大學 === 醫務管理研究所 === 89 === As of September, 1993, Taiwan has met the standards set by WHO, and has officially become a nation of aging population. Consequently, the future market for geriatric medicine and pharmaceuticals is on the rise and full of potential. The purpose of physical examination is “early detection and early treatment.” As the Taiwanese society becomes increasingly health conscientious, and due to the fact that cancer is the leading cause of death in Taiwan, the market for “pay-physical examination” is booming. In the foreseeable future, as this trend continues and “pay-PE” becomes widespread, the National Health Insurance may cut down cost and allocate the budget to areas which more fund is needed. This study focuses primarily on the verterans senior population, ranging from 65 to 70 years old, in the Taipei metropolitan area. Independent variables include demographic statistics, concept of health, and marketing “4P” which about product, place, price, and promotion; dependant variables are elderly patients’ understanding of “pay-PE”, their demand from it, and actual consumer behavior. Through SPSS 8.0, the following parameters are evaluated: Frequency, Goodness-of-fit test,χ2 test, Independent T-test, One way ANOVA, Duncan Post Compare Test, Pearson Correlation Analysis, and Logistic Multiple Regression﹍ statistics. The collected data reveal: 1. Although 65.8% of the survey participants express interest in “pay-PE”, only 26.7% have done “pay-PE” within the last five years. Most are reluctant to pay for any medical service over NT$ 6000, therefore, price is an important factor. 2. “Occupation” is the important demographic variables. Besides, on the surface senior citizen concerned about “product” issue in “4P”. The most significant variable is “You concerned with your pricate matter and cared about personal services during the Process of physical examination” ,（P=0.003）. But the statistic result had right distribution chart in the “price”. Consequently, we can infer that Senior citizens are highly price-conscious. 3. Senior citizens are highly price-conscious and are more concerned with government subsidy. Therefore, they are not considered to be good target marke. However, the fact that 63.4% of this population suffers from such chronic illness as hypertension and DM gives them added value. 4. Traditional methods of marketing and promotion have little use on the senor population. Competitively priced, and patient-oriented quality service, in combination with health seminars and word-of-mouth marketing, maybe the best strategy in attracting the senior population.