ส่วนประสมการตลาดที่มีผลต่อการตัดสินใจซื้อผลิตภัณฑ์เสริมอาหารทางออนไลน์ของผู้บริโภคเจเนอเรชันวาย

Abstract

This independent study aim to examine theperception of online marketing mix affecting purchasing decision of generation Y customers towards online food supplements. The population of this study is 400 generation Y customers collecting by convenience sampling method. The results of this study are as follows. Most respondents are male aged 24 – 28 year old, single, bachelor degree, company employee, earning salary 10,000 – 20,000 baht per month, time spending on internet 1- 3 hours per day, time of using internet from 18.01- 24.00 pm. The purpose of using internet was entertaining as gaming, listening to music, watching vdo clip by using smartphone. The most popular reason for purchasing online food supplement was for improving total body health. They knew the online food supplement from Facebook, Instagram, Line and Twitter. They spend about 501- 1,000 baht per month. The frequency of buying was 2-3 times/ month. The most popular method of payment was banking transfer. Perception of Online Marketing Mix Affecting to Generation Y Online Supplement Purchasing are as follows Place Product Price Promotion Privacy and Personalization.