Factors Affecting Weight Control Dietary Supplements Consumption of People in Bangkok

This research aims to study factors affecting the consumption of weight control dietary supplements of people in Bangkok. The study sample consists of people aged 20-59 years and living in Bangkok. The two-stage stratified random sampling was 390 persons. A questionnaire is used to collect data. Results, analyzed by logistic regression show that there are four major influencing factors towards the consumption of weight control dietary supplement. Firstly, demographic factors, the persons aged between 30-39 years are 3.7 times more likely to consume the product than those aged between 20-29 years. Those who work as private employees are likely to consume the product less than the college students (82%). Secondly, source of information is considered as another factor. The persons whom directly receive information from dealers or sales persons are 6.5 times more likely to consume the product than those who get information from television program or advertisement. In addition, those receiving information from other channels, such as newspapers, magazines, and health journal are 7 times more likely to consume the product than those who get information from television program or advertisement. Next, marketing factors is also influential. In terms of distribution channels, if consumers have one level easier access to products, the likelihood to consume the products will decrease about 63%. For the marketing promotions, if the supplier increases one level of Marketing Strategy, the likelihood to consume the products will increase about 3 times. The last factor is attitude. If the positive attitude towards products increases by 1 point, the likelihood to consume the products will increase about 5.3 times.