FACTORS AFFECTING DECISION TO BUY DIETARY SUPPLEMENTS OF THE ELDERLY IN THE UPPER NORTHEASTERN PROVINCES

Abstract

The purposes of this research were to study the factors affecting decision to buy dietary supplements of the elderly and to examine those factors classified by gender, age, status, education level, occupation, average monthly income and having a chronic disease. The sample consisted of 400 people who were elderly people living in the upper Northeastern provinces comprising 5 provinces, namely Udon Thani, Nong Khai, Nong Bua Lamphu, Loei and Bueng Kan by using a multistage sampling method.  Data were collected by questionnaires and analyzed using frequency, percentage, mean, standard deviation, T- Test and F-test statistics. In the case that there are differences, paired caparison double test will be performed using LSD method.

          The results indicated that all the factors affected decision to buy dietary supplements of the elderly, product, price and distribution channel were at a high level. Whereas marketing promotion influenced at a medium level. In addition, gender differences has no influence on all four marketing factors, while age, marital status and health condition (having disease vs no disease) had different influence on price and promotion only. With regard to education, occupation and income, had different influence on product, price and promotion. It should be noted that none of the factors in this research had influence on distribution channel.