The perceived value and consumers’ attitudes toward the marketing mix affecting decision making process of collagen supplements in Bangkok

Abstract

The purpose of this study was to (1) to study the perceived value that affect to decision making process of collagen supplements in Bangkok. (2) to study consumers’ attitudes toward the marketing mix affecting to decision making process of collagen supplements in Bangkok. The questionnaire was used as a sampling tool for those who purchased and used collagen supplements. In the 381 samples, accidental sampling was used. The study indicated that the perceived value consists of emotional, social, and quality affected purchase decision making process collagen supplements in Bangkok. In addition, consumers’ attitudes toward the marketing mix regarding the “online media and promotion”, “advertising and dealers”, as well as price influenced purchase decision making process collagen supplements in Bangkok with a significant level at 0.05.