EFFECT OF INTEGRATED MARKETING COMMUNICATION ON CUSTOMERS’ DECISION TO PURCHASE GOLDEN CORDYCEPS DIETARY SUPPLEMENTS

Abstract

The research aims to study consumer’s personal factors that Influence their decision to purchase golden cordyceps dietary supplements, and to examine the effect of integrated marketing communication on consumers’ purchase decision. The sample group used in this study comprised 400 consumers in Pathum Thani province who had purchased golden cordyceps dietary supplements. The instrument used to collect data was a questionnaire. The statistics used to analyze data comprised descriptive statistics: frequency, percentage, mean, and standard deviation along with inferential statistics: independent sample t-test, one-way ANOVA, and multiple linear regression analysis.

The results indicated that differences in consumers’ personal factors, including gender and age affected the differences in their purchase decision. That is female consumer had higher level of purchase decision than male consumer also, consumer in the age group between 35 - 40 year old had higher level of purchase decision than those who are in between 56 - 61 year old. In terms of educational level, occupation, and income, there were no difference in their purchase decision. Moreover, it was found that among the components of integrated marketing communication, advertising affected consumers’ decision to purchase golden cordyceps dietary supplements at the highest level, followed by sales promotion, personal selling, and public relations, respectively; while direct marketing had no influence on the decision to purchase golden cordyceps dietary supplements.