พฤติกรรมผู้บริโภคในการซื้อผลิตภัณฑ์เสริมอาหารจากร้านขายยาที่จำหน่ายผลิตภัณฑ์เสริมอาหาร ในอำเภอเมืองลำปาง

Abstract

The study aims to assess Consumer Behavior Towards Purchasing Dietary Supplement Products from Drug Stores in Mueang Lampang District. Data collections are conducted by using 400 questionnaires .Data analysis are done based on descriptive statistic namely frequency mean and percentage. The study results are as follow ; Over all, the result indicates that almost 90% of the respondents are woman. The large age group is 30-34 years old; graduated Bachelor’s degree, self-employed. Furthermore, respondent’s monthly income are approximately 10,001-20,000 baht and more than 5 family members include. The results reveals that the most consumers consume dietary supplement products for prevent and cure health, such as fish oil, germ rice oil and gingko extract. Next is for beauty, nutriment and obesity. The purpose to consume dietary supplement products are for nutritive health, once a month approximately 501-1,000 baht per purchase. The most consumer influence by them-self and sale person. Drug store is the most place to purchase and prefer sale discount. Moreover, re-purchase and recommend by word of mouth will occur. The result shows that the most influence factors are Product and Promotion factor are influent at a ‘high’ level, while Place and Price are influent at a ‘moderate’ level. As the result of product factor, cannot occurs a side effect when commencing for a long dosage is found to be the first priority elements that influence respondents. For the price factor, the high pricing of product is used to enhance and reinforce a product’s luxury image is the most effective one to the respondents. For the place factor, the most influent element is a service from service providers (sale service). For the promotion factor, buy 1 get 1 free is found to be the first priority elements that influence respondents.