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This research article aimed to study consumer behavior towards primary medical supplies in the event of pandemic by taking the situation pandemic of the Covid-19 virus or 2019-new corona virus by choosing Chiang Mai province as the study area because Chiang Mai is a tourist city that has many tourists, especially Chinese tourists traveling a lot. This research considered consumer behavior through path analysis factors influencing the purchase of primary medical supplies in the pandemic of the Covid-19 virus by collecting data from a questionnaire with 400 people in Chiang Mai The results showed that demand for primary medical supplies was both a direct and indirect effect on pharmaceutical purchasing decisions during the pandemic, with a direct coefficient of 0.364 and 0.381 indirectly. While the searching and evaluating information factor was the second direct effect with coefficient 0.362. This research suggested that government and private agencies should reserve large quantities of primary medical supplies for response to the demand for medical supplies of people during the pandemic.
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