FACTORS AFFECTING THE PURCHASE OF FOOD SUPPLEMENTS AMONG CONSUMERS IN BANGKOK AND ITS VICINITIES

Abstract

The objectives of this study were to study (1) factors affecting the purchase of food supplements and (2) consumer behaviors related to the purchase of food supplements in Bangkok and its vicinities.  The study utilize questionnaire with 400 samples. The statistical analyses were descriptive statistics and inferential statistics. The statistics to test hypothesis are independent sample t-test, one way analysis of variance, multiple regression analysis and least significant difference.

The study found that for demographic data, the most frequent buyers were women around 20-30 years old, who were students, single, with a bachelor's degree level of education. They earned an average monthly income from around 10,001-20,000 baht. This sample group had experience with the consumption of food supplements at 85 percent. The Marketing mix factors of food supplements among consumers in Bangkok and its vicinities is high. The factors that consumers gave the highest level of significant were places, next was promotion price and the lowest was product. The results of buying decisions for food supplements were high. The factors consumers gave the highest level of significance were: a confidentiality in buying decisions, confidence in the brand, satisfaction  with the product and recommendations by other people, satisfaction with the product and repurchase, and buying food supplements because of promotions. From the hypothesis, it was demonstrated that (1) different genders, ages, levels of education, and occupations and income described the differences in the purchasing food supplements with statistical significance level 0.05, and (2) the marketing mix factors, place and promotion, were influential in the purchasing of food supplements among consumers in Bangkok and its vicinities with a statistical significance level 0.05.