Factors Affecting the Purchase Decision of Sleep and Stress Support Supplements Among Thai Consumers in Bangkok
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Abstract
The objectives of this study were: 1) to study the marketing mix (4P’s) factors; 2) to study the attitude factors; and 3) to study the motivation factors that affect the purchase decision of sleep and stress support supplements among Thai consumers in Bangkok. The research was quantitative. The sample consisted of the Thai population, who have already experienced online or offline purchases of dietary supplements or are interested in sleep and stress support supplements. Questionaries were completed by 400 participants to collect and analyze data by using a statistics program that included percentage, average, standard deviation, and Multiple Linear Regression. The findings revealed that the marketing mix (product and place) factors, attitude (cognition and behavior) factors, and motivation (emotion and reason) factors affect the purchase decision of sleep and stress support supplements among Thai consumers in Bangkok, with statistical significant at the level of 0.05.
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