This paper employs the conjoint analysis method to in determining the market preference for a retirement facility and the preferences of the family (clients) for retirement facility. The study looks into the family’s preference in terms of the home environment, physical environment, facility amenities, nursing services and price. The demographic profile signifies that among the 150 respondents/clients who takes care of their elderly at home, 48% comes from the income bracket of 20,000 to 40,000 whose occupation of the head of the family is a government employee and the average number of household members is about five (5). The research findings indicate that the respondents value a dormitory-type of home environment located within the city which has entertainment amenities, offering general nursing care and is priced within Php 10,000-15,000. The study also presents the best utility model which included the combination various preferences which will be significant to companies that may be interested to establish a retirement facility in Davao City. This research will also be useful to bridge the gap of knowledge so that the society may know how best we can utilize these alternative approaches in elderly care and contribute in the desire to achieve quality of life even at old age.