Factors Affecting Consumer Behavior for Dietary Supplement Products in Bang Khae, Bangkok

Abstract

          This research article aimed to study consumer behavior for dietary supplement products in Bang Khae, Bangkok; to study the marketing factors affecting consumer behavior for dietary supplement products in Bang Khae, Bangkok; and to compare the factors that affect the purchase decision classified by personal factors. The samples consisted of 400 consumers. The questionnaire was used as an instrument for data collection. The statistical tools used in the data analysis were frequency, percentage, mean, standard deviation. Hypothesis testing in statistics included t-test, F-test (One-Way ANOVA).

           The results of the research showed that the most common reason to buy dietary supplement products was the addition of nutrients, inadequate on a daily basis. The consumers bought brain supplements; their duration of consumption was more than 3 years.  They bought dietary supplements twice a month, with the price ranges from 501 to 1,000 baht, at the retail stores in the department stores (Boots, Watson); the influencers were themselves; their channel for receiving news was from online media. The consumers focused on overall marketing factors at a high level; the first aspect with the highest average was the product; and the aspect with the lowest average was marketing promotion.

           The hypothesis testing results revealed that consumers with different ages had a statistically significant difference in the product marketing mix at 0.05 level. As for other personal factors, they gave no different importance.