PURCHASE INTENTION OF VITAMINS AND SUPPLEMENTS DURING THE COVID - 19 PANDEMIC IN BANGKOK AND THE METROPOLITAN REGION

Abstract

Due to the COVID-19 epidemic, consumers are buying vitamins and supplements has grown exponentially and what is the reason for. This article aims to explore purchase intention of vitamins and supplements during the COVID-19 pandemic in Bangkok and the metropolitan region and determine the impact of COVID-19 affect consumer behavior when choosing vitamins and supplements. This research used a qualitative to conduct an in-depth individual interview divided into three groups; existing customers, new customers, and sales total of twentyfive respondents to purchased vitamins and supplements during the COVID-19 epidemic in Bangkok and the metropolitan region. Findings revealed that purchase intention of vitamins and supplements during the COVID-19 pandemic in Bangkok and the metropolitan region found informational influence, word-of-mouth, news, health concerns, and worth the money; are significant factors to purchase intention during the COVID-19. And the impact of COVID-19 affects customer behavior when choosing vitamins and supplements consist of being more health-conscious, caring for each other, attractive promotion, and stress and fatigue from work.