four key factors that contribute thai people to

FOUR KEY FACTORS THAT CONTRIBUTE THAI PEOPLE TO CONSUMING LESS SPORTS NUTRITION PRODUCTS THAN PEOPLE IN DEVELOPED COUNTRIES. This study reveals that the price of sports nutrition products has a strong relationship with customers' purchase decision. Regarding physical appearance preferences, young people tend to prioritize their sports nutrition product's goals as their physical appearance.

Consumers are increasingly looking for healthy and convenient lifestyle solutions, and sports nutrition products are options that meet this need. Sports nutrition products range in a wide range of products including protein (powder, grass), pre-workout, post-workout, vitamins, ready-to-drink (RTD) and other vitamins. There are many types of products and services related to fitness program such as fitness center, healthy food, aerobic program, sports nutrition products and others.

However, in Thailand there are only small groups of people who consume sports nutrition products as shown in Figure 1.4. In Thailand, there is only one company that offers the sports nutrition products for health conscious people. The question of this study is that "why the consumption rate of sports nutrition products in Thailand compared to European is so different, what are the factors that contributed to this situation.

However, in Thailand, sports nutrition products could not sell much as the sales of sports nutrition products in 2013 were about $20 million, as shown in Figure 1.4.

Problem Statement

Research Question

Research Objectives

Research Scope

LITERATURE REVIEW

Degree of consumer awareness

Why is the degree of awareness low?

Accessibility of sources of information
Credibility of sources of information
High price of products
Difference in physical appearance preference
Potential risk and side effects of sport nutrition products

Although the price of chicken breast is much lower, some people prefer sports nutrition, whey protein because it saves time, is consumed quickly and provides protein to the muscles to recover faster. Since the prices of sports nutrition products are quite high, some people, especially young women, prefer to choose another alternative that gives faster results with sometimes a lower price. According to The Society of Plastic and Reconstructive Surgeons of Thailand (2008), "the attitude of Thais towards cosmetic surgery has changed over the past decade, and cosmetic surgery clinics are now mushrooming across the country."

On the opposite side, Australian guys also like to exercise, but they prefer to have a moderate one. Asian men, on the other hand, are presented as lacking the physical appearance and social skills necessary to attract women (Mok, 1999, p. 107). Since masculinity is not a role model for Asian people, there is therefore a strong possibility that Asian people will consume significantly less sports nutrition products such as whey protein or before and after training, because they do not want to get big or look muscular.

Whey protein, for example, is considered one of the most consumable sports nutrition products on earth. According to the journal Sport Nutrition and Exercise Metabolism, it found that whey protein helps reduce weight loss and gain muscle. However, it can also cause some side effects, including stomach pain, cramps, decreased appetite, nausea, headache and fatigue (Paul, 2006).

Nowadays, it is one of the most important substances that bodybuilders use to help increase muscle strength and build muscle faster (Richard 2000, page 2). Exposures to sports nutrition products, supplements, and whey proteins (such as vitamins, herbs, protein powders, and botanicals) accounted for 35,000 calls to US poison control centers in 2011. Choosing supplements is no easy task. right to be consumed in the right amount at the right time and others.

There are many risks, side effects, and controversies surrounding sports nutrition products floating around the Internet. Thai people are not getting enough fair, scientific information and are not educated enough about the risks and side effects of these products. Along with the fact that Thai people are mostly conservative, they still prefer to consume protein, vitamins through normal and cooked food.

The factors that related to the hypothesis

METHODOLOGY

Population size and sample size

Qualitative Design

The purpose of the interview is to determine the characteristics of consumers that are related to the sports nutrition product and the factors that influence the purchase of a sports nutrition product among consumers aged 20 and over. An in-depth interview was designed to understand consumer perceptions of sports and supplement products. Questions including sports activities, sports goal, perception of complementary products and experience will be asked in a step-by-step interview, starting from the big picture to a specific question.

The place of interview would be in gyms including True Fitness, Fitness First, Power Zone Gym and other local finesse. The purpose of choosing different fitness is because the different group of participants may have different perceptions of sports nutrition products. In each gym, it also accommodates different types of people with different social status and also different goals.

The time taken for interview will be in the evening after work when people usually go to the fitness center to exercise.

General questions

Consumer behavior and the factors of making decision

What are the sources of information you use to find out about sports nutrition products before you buy. If sports nutrition products such as dietary supplements or whey protein give a faster result, then you would consume them. What do you prefer between eating nutritious, healthy prepared food and spending a lot of time preparing yourself by taking sports nutrition products that are more expensive but save a lot more.

Please rate the level of importance for each criterion you use to make the decision to purchase the sports nutrition products (1-5 scale).

RESEARCH FINDINGS

Degree of consumer awareness

Accessibility
Credibility

Salary less than 10,000 Baht
Salary between 10,000 to 20,000 Baht/Month
Salary 50,000 Baht/Month or above

Difference in physical appearance preferences
Potential risk and side effects affected to buying decision

These participants may search for sports nutrition products for information through magazines and books. One of the male respondents who consumed sports nutrition products ranked the most important factor in purchasing sports nutrition products as price. These four respondents perceived that the price of the sports nutrition products is quite expensive and unnecessary.

There are only two male respondents who have consumed sports nutrition products, while the other four respondents do not consume this product. A 35-year-old respondent who exercises at Fitness First in Mega Bangna, who consumed sports nutrition products said,. The monthly expenditure on sports nutrition products is approximately 2000 baht or 10% of my income.

Four respondents are between 40 and 49 years old; two men and 1 woman consumed sports nutrition products, and one woman does not consume sports nutrition. In addition, there are two respondents (one male and one female) aged over 50 who do not consume sports nutrition. Three respondents who consumed sports nutrition products said that they could afford to buy sports nutrition products.

Those respondents who have limited income tend to be more careful about spending money and thereby ignore sports nutrition products. His monthly expenditure on sports nutrition products is around 3,000 baht excl. raw food and medical expenses. This is only one respondent aged 20-40 who consistently consumes sports nutrition products.

Therefore, for this group of respondents, they do not seem to need any sports nutrition products as much. While the young consumers (20 to 40 years old) are not much concerned about potential risks and side effects of using sports nutrition products. Out of 10 respondents in this group, there are 6 persons who are not afraid of potential risks and side effects of sports nutrition products.

There are two respondents who similarly say that sports nutrition products are still very new to them. In the group of respondents in the age category between 40 and 49 years, there are three participants who consume sports nutrition products and three other participants who do not.

Table 4.1 Salary affects their buying decision towards buying sport nutrition product

DISCUSSION & CONCLUSION

Recommendation

Degree of consumer awareness
Difference in physical appearance preferences
Potential risk and side effects of sport nutrition products

This study shows that the degree of consumer awareness plays a significant role in the purchase of sports nutrition products. Some Thai consumers struggle to buy and choose sports nutrition products due to the language barrier and technological barrier. Some of the respondents would like to consume sports nutrition products, but they could not afford it because the price of sports nutrition products is too expensive.

Therefore, Thai sports nutrition companies should consider organizing an event to promote sports nutrition products and educate new potential customers about the products. Therefore, the sports nutrition products targeted at Thai people should be different from the product targeted at other countries; US, UK, Australia. The type of sports nutrition product that could be easily sold to Thai people should be related to fat loss, increasing metabolism, getting fit and other losses.

The study found that the perception of potential risk and side effects is highly dependent on consumers who are 40 years of age or older. Therefore, sports nutrition product companies should educate older consumers to understand more about the risk and side effect. Because sports nutrition is not a drug, therefore the risk and side effect is lower than drugs.

By educating consumers, sports nutrition product companies can promote their brands, educate consumers and also increase customer confidence.

Limitations

Future Research