The Influence of Marketing Mix Factors (4Ps) on Consumers' Decision to Purchase Dietary Supplements for Health Promotion in Bangkok, Thailand.

Abstract

      This survey research seeks to investigate the influence of the marketing mix (4Ps) on consumers’ purchasing decision-making process for health-promoting dietary supplements in Bangkok, Thailand. The population of this study consisted of consumers who purchase health-promoting dietary supplements in Bangkok, Thailand. The sample size was determined using Taro Yamane’s (1973) formula for an unknown population size, with a confidence level of 95%, resulting in a total sample size of 500 respondents. The research instrument used for data collection was a questionnaire. The questionnaire included a screening question at the beginning, asking respondents whether they regularly consume health-promoting dietary supplements. If respondents answered "No," they were not required to proceed with the remaining questions. However, if respondents answered "Yes," they were asked to complete the rest of the questionnaire. Data was analyzed using frequency, percentage, mean, and standard deviation (S.D.), as well as multiple regression analysis.

      The results indicated that most respondents were female, aged between 21–30 years, held a bachelor's degree, and had an average monthly income of 15,001–30,000 baht. Overall, the marketing mix factors (4Ps) were rated at a high level. Among these factors, product had the highest mean score, followed by place (distribution channels), price, and promotion, respectively. Furthermore, the results of multiple regression analysis revealed that the marketing mix factors (4Ps) significantly influenced consumers’ purchasing decisions for health-promoting dietary supplements in Bangkok at the 0.05 level of significance. Product had the strongest influence, followed by place (distribution channels), price, and promotion, respectively.