Consumer Exposure Behaviour and Purchasing Decision Making on Weight Loss Supplements from Direct Response Television Program (DRTV) via Digital TV Channels

Abstract

This research study aims to study exposure behavior and decision-making to buy weight loss supplement products from direct response television channels through digital TV channels. Quantitative research and qualitative research models define a sample of people who responded to online questionnaires. It featured 400 respondents with direct response television (DRTV) behaviors regarding dietary supplements.

The results showed that the sample was equally female and male. Age between 31-40 years old bachelor's degree and private employee/private employee career The average monthly income is 10,001 - 20,000 baht, the frequency of direct response television (DRTV) is 4-5 times a week, the opening time is 4-6 minutes, the opening period is 12.01 - 15.00, the frequency of purchasing the product is 4 - 5 times per month. What affects the purchase of weight loss supplements is authentic user reviews.

The results of the analysis of purchasing decision behavior showed that consumers of different genders. A purchase decision was made. Weight loss supplements from direct response television (DRTV) through digital TV channels. It's no different. Consumers of different ages A purchase decision was made. Weight loss supplements from direct response television (DRTV) through digital TV channels.

 An analysis of direct response television exposure behavior (DRTV) found that consumers with direct response television (DRTV) exposure behaviors had different periods of exposure to media related to dietary supplements and weight loss through digital TV channels. It was decided to buy weight loss supplement products through digital TV channels. It's no different.