การศึกษาปัจจัยที่มีผลต่อพฤติกรรมการตัดสินใจซื้อผลิตภัณฑ์อาหารเสริมประเภทต่าง ๆ ของผู้บริโภคศึกษา กรณีศึกษา : นักศึกษาวิทยาลัยเทคนิค อำเภอเมือง จังหวัดระนอง

Abstract

          This research aimed to identify factors, personal factors. The decision to purchase supplements, and to study the marketing mix. With the purchase of  306 different types of food using simple random sampling, and then choose the convenience. The instruments used in the study was a questionnaire at the study created. The statistics used for data analysis were frequency, percentage, average, standard deviation. The statistics used in the test, and Pearson product moment correlation coefficient.

The study indicated that

          1. factors that are important to the buying behavior supplements were at a high level. Considering that it was found. All in all a very average side consists of the products, pricing, distribution channels. And the promotion of the market respectively.

          2. Overall marketing mix and individual factors that have relation with decision making in buying dietary supplementary product are place and promotion.  Considering by individual factor, person is affected in decision making of buying dietary supplementary product, statistically significance level of .05.  Anyway, product and price factors do not related to the decision making.