Factors Influencing Consumers' Intention to Buy Protein Supplements in Bangkok, Thailand.

Abstract

This research aims to investigate the driver factors that influence customers' intention to purchase protein supplements, the barriers factors that inhibit customers' intention to acquire the protein supplement and examine the differences in perception of protein supplements between product users and nonusers. The methodology for these findings is Quantitative research. The data was collected via an online questionnaire through a convenience sampling technique. The sampling size is 111 respondents from various backgrounds, from the users and nonusers of protein supplements, and distributed to people in the Bangkok area. According to the research findings, the most important factors influencing customers' purchasing decisions for user groups are the Health benefit, followed by the Taste and Price of the product. The nonuser group influence factors are Health benefits, Price, and Word of mouth. Furthermore, the researcher compared the factors that keep customers from buying protein supplements. For both the user and nonuser groups, Side effects are the most important, followed by Taste and Price, which differ slightly from the nonuser group concerned with Side effects, Price, and Taste.