The objectives of this research are to study 1) dietary supplement’s consumption behaviors 2)
dietary supplement’s demands 3) the importance level of influencing factors to individual’s decision-making in purchasing dietary supplement and 4) relationship between supplement consumption behaviors
and elderly dietary supplement demands in Thailand. The samples were included 1,000 over 60 years
elderly people in Thailand. Questionnaires were used to collect data within 1,000 samples, who were over
60 years old living in Thailand. The questionnaires were also collected data related to consumption
behaviors with reaching to the discrimination ranged between 0.40–0.71, the dietary supplement demands
item discrimination ranged between 0.41–0.68 and Cronbach’s alpha coefficient of the 5 rating scale
questionnaire was 0.88, descriptive and inferential statics were applying to the data analysis.
The results of this research show that the majority of samples were motivated to purchase
dietary supplement product by the demand of good health reason. They made decisions to purchase
dietary supplements by following celebrity’s advertisement. Samples mostly consumed one or two
dietary supplements with purchasing pill or capsule. In addition, samples preferred to purchase dietary
supplement for immunization prophylaxis that can afford the price range between 300 – 500 baht with
pill or capsule’ purchasing preferences. The factors influencing to the purchase’s decision the dietary
supplement foods reached the average in high levels for all factors. Hypotheses testing results revealed
that dietary supplement consumption behaviors significantly related to elderly dietary supplement
demands in Thailand as reaching at the significant level of 0.05. This research will be useful in the
marketing strategy planning and creating value added for elderly dietary supplement.
สุพรรณิการ์ สุภพล