ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการซื้อผลิตภัณฑ์เสริมอาหารจากร้านค้าปลีกในอำเภอเมืองเชียงใหม่

Abstract

This study aimed to examine marketing mix affecting consumers towards purchasing dietary supplement products from retail shops in Mueang Chiang Mai district. Data were collected by the distribution of questionnaires to 400 consumers who purchased dietary supplement products from retail shops in Mueang Chiang Mai district. Data obtained were, then, analyzed by the descriptive statistics, including frequency, percentage, and means. Below was shown the summary of studied results. The findings presented that most respondents were female in the age of 21-30 years old and single. They worked as private company employee, carried bachelor’s degree as the highest level of education, and earned an average of monthly income at 15,001-25,000 Baht. Dietary supplement product that they purchased from the retail shops in Mueang Chiang Mai district was mostly found in tablet and they purchased it for self-consumption. In each time of purchase, they spent 501-1,000 Baht with the frequency of once in a month. They regularly continued purchasing the same brand of product. Film stars/famous people as the product presenters influenced their purchasing decision. Internet was the source of information where they learned about retail shops of the dietary supplement products. Reason of purchasing the dietary supplement products was to nourish their beauty/skin. According to the study on marketing mix affecting consumers towards purchasing dietary supplement products from retail shops in Mueang Chiang Mai district, the results showed that factors namely product, people, and promotion affected the consumers respectively at high level; while factors namely place, process, price, and physical evidence and presentation affected them respectively at moderate level. Hereafter were listed the top sub-factors of marketing mix affecting the consumers towards purchasing dietary supplement products from retail shops in Mueang Chiang Mai district at the highest level. The product factor was the variety of products and product brands. The price factor was the cheaper price of products comparing to those being sold at other shops. The place factor was the various branches of shop to be assessed. The promotion factor was the availability of cash discount, redemption, free gift, and premium. The people factor was the availability of pharmacist to provide informative instruction on the dietary supplement products. The process factor was to get the customer’s information before prior to selling products. The physical evidence and presentation factor was the cleanliness and well-arrangement inside the shop.