• A H al-Doghaither, B M Abdelrhman, A A Saeed, and M E Magzoub.
• College of Applied Medical Sciences, King Saud University, PO Box 1029, Riyadh 11433, Saudi Arabia.
• J R Soc Promot Health. 2003 Jun 1; 123 (2): 105-9.

AbstractThis study examined factors considered important in choosing a hospital. The sample consisted of 303 respondents selected from five randomly selected primary health care centres. The percentages of males, highly educated, high-income level, elder and private sector employees was higher in those choosing private sector hospitals, while marital status did not relate to type of hospital. The principal component analysis identified six factors accounting for 64% of the total variance. The most important component was 'medical services' accounting for 28% of the total variance. Stepwise discriminant analysis revealed that the main factors associated with choosing a hospital were medical services, accessibility, age, sex and education. Little importance was given to income and occupation. Future recommendations outline the need for consumers' perceptions, attitudes, suggestions and concerns to be taken into consideration when marketing the services to be provided.

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