Guideline to Increase Pracharath Loans for Elderly People Government Savings Bank Case Study

Abstract

Studying the guidelines for increasing Pracharath loan for Elderly People, with a case study of the Government Savings Bank. Objectives include: 1) To study behaviors and 7Ps of Marketing Mix factors that influence the provision of Pracharath loan for Elderly People.  2) To propose strategies for increasing the utility of Pracharath loan for Elderly People in order to achieve the objectives. The sampling is 200 people includes 10 people of in-depth interview. The study was analyzed by measures of dispersion in frequency distribution, percentages, averages, standard deviations, t-test and One-Way ANOVA statistics. The results of this study showed problems and strategies to achieve loan approval target of GSB. The problems are customers worried about collaterals and the high rate of Mortgage Reducing Term Assurance (MRTA) as well as had limited information. Therefore, GSB has 2 strategies to solve the problems which are strategy 1: Developing the onsite event and media plan for 18 Market events through 18 GSB’s Regional Offices to promote and examine good images of GSB in lifting merchants and vendors’ quality across the entire customer lifecycle of life and strategy 2: Improve efficiency of Loan process by providing alternative collateral options, lower rate of MRTA and reducing loan documents required, etc.