Factors driving attitudes towards the consumption of whey protein among people who exercise.

Abstract

The purpose of this thematic paper is to get a better understanding of the influencing factors that effectively impact to the consumer’s intention why they consume the whey protein in Bangkok, Thailand. By study the visiting potential customers and non-potential consumers on how they make decisions to consumers the whey protein over other supplements while they are exercise. Furthermore, this research also aims to get a deeper understanding of the most effective factors that influenced them to consume whey protein, also the new explore of the factors that make them convenience to make consumption and decide to take whey protein to help marketers to expand the market and convince the non-user to be an user in the future. The data were derived from in-depth interview of the sample of 20 interviewees. As the time and resources in doing this research are limited, this research scope is the most appropriate means to collect information, which will be the answer to our research question. The findings of this research demonstrate that the two main factors that make the consumers decide to consume whey protein are self-image and convenience. These two factors are mainly impact to the consumer’s insight and intention in Bangkok Thailand among people who exercise.