Attitudes and Services Affecting on the Dietary Supplement Consumption Behavior of the Elderly in Bangkok and Metropolitan AREA

Abstract

The purpose of attitudes and services affecting on the dietary supplement consumption behavior of the elderly in Bangkok and metropolitan area were to study the dietary supplement consumption behavioral intention of the elderly, the relationship between attitude towards the behavior and dietary supplement consumption behavioral intention and study the relationship between subjective norm, perceived behavioral control, service quality, after sales service quality and dietary supplement consumption behavioral intention. This research is considered quantitative research. The samples in this study consisted of 400 consumers, 60 years old and older who used to purchase dietary supplements. The statistics used in data analysis were percentage, means and standard deviation test by linear regression analysis. The research finding was as follows: The consumers with a good attitude towards dietary supplement consumption behavioral intention that had statistically significant attitude with behavior trend towards dietary supplement consumption behavioral intention at .05 level. The most influential persons in the purchase of the dietary supplement consumption behavioral intention of the elderly were family members, friends and/or familiar persons. Perceived behavioral control ability and dietary supplement consumption behavioral intention of the elderly was found the elderly can easily buy the dietary supplement for consumption. The service quality such as convenient communication procedures, sales people can explain and provide the information or consider together with their problems and explain the steps to get the product that correlated with the consumption behavior trend at the statistical significance level of .05. After sales service quality such as a convenience equipment of product, the delivery staff keep on detail, the coordination between sales and delivery staff combined with the suitable delivery period are related to the dietary supplement consumption behavior with statistical significance at .05 level. The relationship was in the positive direction at the good level.