FACTORS INFLUENCING ON PURCHASE DECISION OF A DIETARY SUPPLEMENT PRODUCT FOR GENERATION X IN BANGKOK DURING COVID-19

Abstract

The objective of this paper is to identify the important factors that influence THE PURCHASE DECISION OF DIETARY SUPPLEMENT PRODUCT of Generation X who lives in Bangkok Thailand during the Covid-19 as well as to identify the most vital factors to final on the buying process of a dietary supplement product. The data were collected from 100 respondents who used to buy or currently consume the dietary supplement product which focuses on the top 3 diet supplement products trend in 2021. The scope of this study includes Immunity-Boosting supplements, Collagen supplements, and Vitamin & mineral supplements. This study employs a quantitative method to identify the factors on purchase decision of selection. The research findings show that the main factors that affect Generation X’s decision on purchasing dietary supplements are Brand Image, Education and Health Consciousness. Moreover, the most important factor in the final decision is Brand Image. The findings could help the marketer and business owner to do the business plan to reach their target audience.