MARKETING MIX FACTORS THAT AFFECT THE DECISION TO PURCHASE SUPPLEMENTARY FOOD PRODUCTS OF THE DE RAITHAI BRAND

Abstract

The objective of this research is to examine: 1) The marketing mix, 2) Consumer purchase decision-making, 3) The comparison of purchase decisions for Derai Thai brand dietary supplements categorized by demographic factors, and 4) the impact of marketing mix elements on the purchase decisions of Derai Thai brand dietary supplements. The study involved a sample of 400 consumers of Derai Thai brand dietary supplements, utilizing a questionnaire as the research instrument. Statistical analysis methods applied to the data included percentages, means, hypothesis testing through t-tests, F-tests (One-way ANOVA), and Multiple Regression Analysis. The results revealed that the majority of respondents were female, aged between 51 - 60 years, held a bachelor's degree, were self-employed business owners, and had an average monthly income of 40,001 - 50,000 Baht. The overall assessment of the marketing mix factors was found to be at a very significant level, as was the overall assessment of the purchase decision for Derai Thai brand dietary supplements. Furthermore, it was identified that demographic factors, including gender, age, education level, occupation, and average income, exhibited statistically significant differences in the purchase decisions for Derai Thai dietary supplements at the 0.05 level. The marketing mix elements were found to significantly influence purchase decisions regarding Derai Thai brand dietary supplements, with factors related to product, price, distribution channels, and promotional activities showing statistical significance at the 0.05 level. Based on the findings, recommendations for practitioners include conducting regular market research to enhance understanding of consumer needs and to ensure the development of products that meet safety standards. Additionally, pricing strategies should reflect the attributes of the products, and a wider variety of service channels should be established. Continuous promotional activities, such as discounts, giveaways, and appealing promotions, are also advised to enhance sales of Derai Thai brand dietary supplements.