SEGMENTATION OF COLLAGEN SUPPLEMENTAL PRODUCT CONSUMER IN BANGKOK BY USING FACTORS CONSUMPTION BEHAVIORS AND THE DEMAND FOR THE MARKETING MIX FACTORS

Abstract

The objective of this research is study in the consumption behaviors and demand in the marketing mix factors of collagen supplemental product consumers, and study consumer segmentation of collagen supplemental product of consumers in Bangkok. The sample of this study is the people living in Bangkok and almost 100 female and age of 20 - 60 years old only. The questionnaire will be analyzed by frequency, percentage, mean, standard deviation and Cluster Analysis. The difference analysis of each group will create by on-way ANOVA. The relation analysis will analyze from Chi-Square and multiple correspondence analysis. The analysis results 3 groups of consumers of collagen supplemental product, namely Group A “Beauty lover” Group B “Indy lover” Group C “Smart lover”.