Factors Affecting the Decision to Purchase Health Supplements for Elders in Hat Yai and Muang Songkhla Districts
Keywords:
Social Factors, Psychological Factors, Purchasing DecisionsAbstract
This research aimed to study marketing mix factors, social factors and psychological factors affecting the decision to purchase health supplements for elders in Hat Yai and Muang Songkhla districts. The sample group used in this study was 400 elderly customers by using multi-stage sampling namely; quota sampling and purposive sampling methods. The questionnaires were used as an instrument for data collection. The statistics used for data analysis consisted of frequency, percentage, mean, standard deviation and hypothesis tested by multiple regression analysis.
The finding indicated that over half of the sample were females with the age between 60 and 64 years old. Bachelor's degree was highest education level for the respondents. Most of them were business owners who earned monthly income in between 20,001 and 30,000 baht. The health supplements were consumed regularly last 1-3 months. The analysis of hypothesis test revealed that the marketing mix factors in elements of product, place, people, social factors and psychology factors significantly affected the decision to purchase health supplements for elders in Hat Yai and Muang Songkhla districts (statistical significant level .01), followed by marketing mix factors in element of price that also had a significantly effect at statistical significant level .05. And marketing mix factors in element of marketing promotion had no effect on the decision to buy. The research suggested that the sample group in the future study should be different from the elders because dietary supplements for health can be consumed by every types of buyers in order to gain the more covered results for data analysis which will turn into business implementation.
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