แนวทางการสื่อสารตราสินค้าเพื่อการตัดสินใจซื้อผลิตภัณฑ์เสริมอาหารกับผู้บริโภคเจเนอเรชั่นวาย กิรติ คเชนทวา

Abstract

The academic journal “Brand communication direction for functional food purchase decision of generation Y” intends to propose knowledge set obtaining from synthesizing both Thailand and foreign academic journals to demonstrate Thai and foreign consumers’ purchase decision behavior of functional food brands. Afterwards, to propose Brand Communication direction to functional food organization for communicating to generation Y consumers. This journal shows that Brand communication factor is the most important way to bring about purchase decision to Generation Y both Thai and foreign consumers consisting of Brand contacts and Communication to consumers to understand Brand attributes. However, Thai and foreign consumers have different aspects in consumption behavior such as information seeking and concentration in obtaining functional benefits from functional food. For this reason, Academic writer would propose to functional food company in Thailand to concentrate in beauty products and create different and unique emotional benefits to consumers, moreover, increase effectiveness in Sales promotion. On the other side, Functional food company seeking to extend to foreign consumers has to concentrate in proposing functional food’s research result from credible institute that factually contributes usefulness to their health. Furthermore, ought to add Personal media role such as Third party endorsement concurrently deliver functional food nutrition to consumers, however, Taste also plays the vital role to foreign consumers’ purchase decision.