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

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Authors

  • Waleerat Nunthaegapong Faculty of Business Administration, Panyapiwat Institute of Management
  • Saiphin Panthong Faculty of Business Administration, Panyapiwat Institute of Management

Keywords:

Marketing Factors, Buying Decision, Dietary Supplements

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.

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Published

2022-06-28

How to Cite

Nunthaegapong, W. ., & Panthong, S. (2022). Factors Affecting Decisions of Working-Age Population to Purchase Dietary Supplements from Convenience Stores in Bangkok: -. Journal of Innovation and Management, 7(1), 96–109. Retrieved from https://so03.tci-thaijo.org/index.php/journalcim/article/view/259382

Issue

Section

Research Articles