Factors Affecting Decisions of Working-Age Population to Purchase Dietary Supplements from Convenience Stores in Bangkok

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Abstract

This research aimed to study personal factors and marketing factors affecting decisions of the working-age population to purchase dietary supplements from convenience stores in Bangkok. The probability sample technique was used to select 400 consumers who had purchased dietary supplements. Data was collected using the questionnaires that passed the validity test and the reliability test. Data analysis was performed using descriptive statistics and hypothesis testing. Differential analysis of the mean from 2 sampling groups and analysis of variance of the mean from at least 3 sampling groups were employed for hypothesis testing. Pearson Product Moment correlation and multiple linear regression from hypothesis testing found that the personal factors including education level and income affected decisions of the working-age population to purchase dietary supplements from convenience stores in Bangkok. As for the marketing factors that affected decisions of the working-age population to purchase dietary supplements from convenience stores in Bangkok, it was found that product (0.000), marketing promotion (0.000), website (0.000), social media (0.000) and price (0.028) at the statistically significant levels of 0.01 and 0.05 could together forecast at 47.70 percent.