ส่วนประสมทางการตลาดที่มีผลต่อการตัดสินใจของผู้สูงวัยในอำเภอเมืองเชียงใหม่ในการซื้อผลิตภัณฑ์เสริมอาหารเพื่อสุขภาพ

Abstract

This study aimed to examine marketing mix affecting decision of elderly in Mueang Chiang Mai district towards buying dietary supplements for health. Population of this study were identified, according to the convenience sampling, to the total of 385 samples: the senior people aged 55-59 years and elderly aged 60 years and over in Mueang Chiang Mai District who bought dietary supplements for health. Questionnaires were used as tool to collect data. Data obtained were analyzed by the descriptive statistics: i.e. frequency, percentage, means, and standard deviation; and the inferential statistics: i.e t-test, F-test, and the Fisher’s least significant difference: LSD for pairwise comparison. The results were presented as follows. Most samples were female aged 55-59 years. Regarding the behavior of buying dietary supplements for health, the findings showed that their buying frequency was mostly found at once a month with the purchase quantity of one product bottle. In each purchase, they spent 1,001-5,000 Baht. Most of them made decision to buy the studied product by themselves and preferred to buy it from general drugstore. The main reason of buying the studied product was for health care purpose. Regarding the pairwise comparison on the buying behavior towards dietary supplements for health between male and female samples and samples in different age groups, the findings suggested that differences in purchase frequency, quantity for each purchase, expense for each purchase, person influencing their buying decision, place of purchase, and main buying reason were observed at 0.05 level of statistical significance. Regarding the marketing mix affecting decision of elderly in Mueang Chiang Mai district towards buying dietary supplements for health, the finding demonstrated that in an overall view, the samples rated the marketing mix at high level of importance. Regarding the pairwise comparison between male and female elderly, the differences in price; place; promotion; people; service process; and physical evidence factors were observed at 0.05 level of statistical significance. The elderly in different age groups differently rated the level of importance for all marketing mix factors at 0.05 level of statistical significance.