Factors Affecting the Decision to Purchase Whey Protein through 7-11 Convenience Store of Generation Y in Bangkok
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Abstract
The objective of this research is to study the factors influencing Generation Y consumers’ decisions to purchase whey protein supplements through Seven Eleven convenience stores in Bangkok. The sample group used in this study was Generation Y consumers aged 27-42 years living in the Bangkok area and being a person who has consumed or purchased whey protein supplements through Seven Eleven convenience stores. The sample size was 400 individuals. The sampling method used convenience sampling method. Data collection was collected using a questionnaire. Statistics used in analyzing the data included percentages, frequencies, means, standard deviations, multiple regression analysis, and Pearson correlation coefficient.
The hypothesis testing results found that the factors positively influencing Generation Y consumers’ decisions to purchase whey protein supplements through Seven Eleven convenience stores in Bangkok were perception of price (β = .295, t = 5.777, P = .000, ɤ = .592), convenience (β = .272, t = 5.736, P = .000, ɤ = .560), and brand credibility (β = .198, t = 4.082, P = .000, ɤ = .531), respectively. Meanwhile, product variety did not positively influence Generation Y consumers’ decisions to purchase whey protein supplements through Seven Eleven convenience stores in Bangkok (β = .055, t = 1.141, P = .255) at statistically significant level of .01.
The study results conclude that creating awareness of product worthy compared with price and proper quality, easy and convenient access to products, and relying on the reputation of the middleman or distributor would help to easily make a purchased decision. In addition, providing reliable information with respect to product quality also would help to convey to the brand credibility and ultimately encourage Generation Y consumers’ decision-making to purchase whey protein supplements through Seven Eleven convenience stores in Bangkok.
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บทความ ข้อความ ภาพประกอบ ตารางประกอบ ที่ตีพิมพ์ในวารสารเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว ไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราชแต่อย่างใด
บทความที่เสนอพิจารณาในวารสาร e-JODIL ต้องเป็นบทความที่ไม่เคยส่งไปลงพิมพ์ เผยแพร่ หรืออยู่ระหว่างการพิจารณาของวารสารอื่น
กองบรรณาธิการขอสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
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