In addition, I would like to thank my family and relatives who always provide me with the best support for everything I have done. Finally, I would like to express my gratitude to the Collage of Management Mahidol University for giving me the opportunity to gain new knowledge for my career development. The purpose of this study was to investigate and better understand important factors influencing purchase intention for dietary collagen in Bangkok, Thailand.
The findings of this study show that the essential factors that drive consumers to purchase nutritional collagen in Bangkok are avoidance of aging, product quality, price and country of origin. Secondly, the Federation of Thai Industries arranged an industrial group for supplement manufacturers, which is counted as the forty-fifth group as of February 29, 2016, consisting of 1,000 entrepreneurs, of which 90 percent are SMEs and 10 percent are large players who dominate large market shares through direct sale. as an important channel or 80 percent in proportion and the remaining 20 percent on retailers. Moreover, the functional beverage market is worth THB million annually and has an average growth rate of 13 to 15 percent per year.
In particular, functional food and beverage owns the largest share of the value of the Thai health and wellness industry section in 2010 and 2015, as 62.8 and 61.2 percent, respectively (Euromonitor, 2012). The Economic and Social Survey of Thai Household Performance in 2015 by the National Statistic Department showed that each household collectively earned an income of 26,915 THB per month and paid all expenses for 21,157 THB per month, which was measured at about 33 percent of expenses or 6,982 THB food, drinks and tobacco were paid for. Entrepreneurs must create a positive image of the product so that it can lead to an extraordinary brand perception in the minds of consumers for both functional and emotional benefits.
However, consumers still do not have high product knowledge and may consume collagen because they may believe exaggerated claims about the product in commercial advertising from TV or manipulated by the market.
Research Questions
Research Objectives
1 . 4 Research Scope
Expected Benefits
Third, to develop collagen product to these research results to match consumer needs.
LITERATURE REVIEW
2 . 1 Collagen Knowledge
2 . 2 Marketing framework
2 . 3 Related study
These results suggest that collagen peptide is useful similar to a dietary supplement to overcome UV-B induced skin damage (Tanaka, Koyama, & Nomura, 2009). In summary, consumers with lower levels of self-esteem are more active in seeking information related to improving their physical appearance and body image. However, women who have a higher level of self-esteem are less concerned about finding methods to improve their appearance and body image (Meng, Gonzenbach, & Pan, 2015).
Another supporting study found that self-esteem over self-esteem predicted a negative impact on product purchase intention. As their body esteem self-esteem increases, the likelihood of purchasing cosmetic products decreases (Meng and Pan, 2012). According to the factors influencing the consumption of dietary supplements: A case study in Chiang Mai, Thailand, found that women and participants who had a possible waistline, higher income, usually felt stressed or sick, and who preferred to eat fruit , vegetables, or routinely drank water, tended to have a higher rate of dietary supplement consumption.
Attendees prioritized goods with guaranteed quality when they judged to buy a dietary supplement, however their purchase was also influenced by the attractiveness of the product (Wangcharoen, Amornlerdpison and Mengumphan, 2013). Brunsø, Fjord and Grunert (2002) showed that consumers judge food quality based on taste, healthiness, process and convenience. The study's findings suggest that the importance consumers attach to country of origin (COO) image when evaluating products depends on the product's context.
Specifically, the survey results show that consumers consider COO image to be more important for their product evaluation, as they tend not to thoroughly evaluate familiar product categories with less involvement (Josiassen, Lukas, & Whitwell, 2008). The study has suggested that unbiased product-country knowledge can increase consumers' dependence on the country of origin in the evaluation of a product, especially if the unfamiliar brand name. It appears that more knowledgeable consumers may be more sensitive to a product's country of origin than less knowledgeable consumers.
In the COO's view, product knowledge and product involvement all have a significantly positive effect on the consumer's purchasing decision. The study found that the most important factors influencing customers' purchasing decision regarding Herbalife® products and other nutritional supplements are the product mix and price mix, which are the most important factors regarding the purchasing decision when compared to other nutritional supplement products available on are available on the market. (Auechotpanich, 2008). However, customers hesitate to pay for a specific quality because the product does not have the specific quality that the manufacturer claims, or consumers do not need a specific quality, or do not know that the product actually has the specific quality.
2 . 4 Research Framework
The perceived price may refer to the perceived quality and to a subjective reference price, which is based on previous experience. From the related research, researchers found that the variables influence the purchasing decisions of complementary diets and form this framework. This study will mainly explore the feeling, belief and thinking of intense collagen consumers who will follow this framework, will not follow this framework or will partially follow this framework, then the researcher can implement and adapt it to meet the needs and wants of customers, leading to effective marketing. strategy.
RESEARCH METHODOLOGY
3 . 1 Research Design
3 . 2 Sample and Data Collection
3 . 3 Research Instrument
Demographic )
DATA ANALYSIS AND FINDINGS
4 . 1 Profile of interview participants
4 . 2 Group A ( Consumer )
In addition, 40 percent of consumers have low self-confidence, while 40 percent of consumers have average self-confidence. Respondent and 10 experience that collagen helps increase body value beautifully as they say it gives their skin (especially facial skin) better clarity. Respondent 2, 3, 4 and 5 do not think it will help to increase self-esteem because no one notices that they get better skin, and they do not think it will give immediate results like surgery, so they not get any emotional benefit from it.
In conclusion, the majority of consumers, at 60 percent share have an idea that after consuming collagen, the self-esteem was obviously increased. On the other hand, a minority of consumers at 40 percent of consumers do not believe that it helps to increase self-esteem. For most people with low self-esteem believe that collagen diet does not help to increase body value.
Similar to high self-confidence level, which tends not to support that collagen diet helps to increase body value. Even if they don't think it will help boost self-esteem, they still buy and consume collagen anyway. However, for medium confidence level and medium to high confidence levels, people consider that collagen diet aids increase body value.
To summarize, regardless of opinion on collagen, whether it helps boost self-confidence or not. Therefore, the finding of this study is inconsistent with the result of Meng and Pan's (2012) study found that self-esteem over self-esteem predicted a negative impact on product purchase decision. 100 percent of respondents worry about product quality as an important factor before deciding whether or not to buy supplemental collagen.
Apparently Respondent and 9, the so-called majority of consumers believe that good collagen should provide a positive effect after consumption. Respondent 10 prefer to buy products from Japan because this country has a lot of ocean fish, high credibility of the country's image, such as good standard and cleanliness. The results of this study agree with the report of Lin and Chen (2006), who found that the image of the country of origin is an important and influential indicator in decisions at different levels of product involvement, and knowledge has a significant positive effect on the purchase decision of consumers under different levels of product involvement.
4 . 3 Group B ( Non - consumer )
However, price is less important than quality, as shown by the experiment that the researcher allowed the respondents to choose from three of the five factors and 9 respondents. Contribute to a good result of the product according to the words of respondents 2 and 4.
CONCLUSIONS AND RECOMMENDATIONS
5 . 1 Summary of the findings
For country of origin, all users concern the country of origin as a very important factor when making a purchase decision. For self-esteem, the majority of consumers perceive collagen to help them increase their body esteem. However, this variable has no significant impact on the respondents' purchase decision because 40 percent of the respondents do not believe that collagen would help them gain a higher self-esteem, and 20 percent of the respondents believe that collagen only helps them achieve more emotionally advantage.
5 . 2 Recommendations
Implicit Recommendations
Therefore, entrepreneurs should have customer reviews on their website in order to increase customer awareness and trust. 5.3.3 70 percent of consumers recommend their friends to consume collagen (Word of mount) so entrepreneurs can use this advantage by setting a.
5 . 4 Future Research
Effect of oral collagen peptide supplementation on skin moisture and the dermal collagen network: evidence from an ex vivo model and randomized, placebo-controlled clinical trial. www.kasikornbank.com/SME/../IndustrySolution_FoodsAndBeverages_2015.p df. patterns of medication use in the United States adult outpatient population: the Slone Survey. The influence of country of origin image, product knowledge, and product involvement on consumer purchase decisions: An empirical study of insurance and hospitality services in Taiwan.
