Age influences on consumer behavior in the context of healthcare services: findings from Romania

Abstract: This paper presents some of the relevant elements that determine the specifics of consumer behavior related to healthcare. The role of age is analysed in relation to the importance of perceived quality factors for medical services, the favoured way of action should the need for healthcare re-emerge, the importance given to medics' names in regard to choosing a service provider, the hierarchy of the most important influencers on healthcare topics, the concern whether the made decision was the best or not. The primary data required for the analysis was provided by a direct quantitative research among Romanian patients. The findings regarding the influence of patients' age on some of the most important topics of consumer behavior are aiming to expand the marketing academic knowledge on the mechanisms that shape consumer behavior in the context of healthcare and also to support the service providers on adapting their business in order to deliver high benefits for the patients.

Keywords: Marketing, Consumer behavior, Healthcare services, Age influence