Dietary Supplement’s Customer Journey of Thai Consumer

Abstract

Dietary supplement’s customer journey of Thai consumer, the purpose of the study was to explore the customer journey of dietary supplement. The research population was Thai people aged over 18 years old. The sample were drawn by using multi-stage cluster sampling, stratified sampling, purposive sampling, and quota sampling, total 1,000. The results of the study revealed that the path of Dietary supplement’s customer journey of Thai consumer consist of 7 steps and in all 7 steps were at high level. By ordering the average score from highest to lowest as follows: 1) Product’s content awareness, consumer concerned the standard of quality and FDA approval. 2) Consideration of source of information, doctor and expertise are the most trustable source of information, salesperson, and friends respectively. 3) Decision making factors, by strength of packaging, type of supplements and warranty respectively 4) Product’s content awareness channel, by advertising, friends and internet respectively 5) Advocacy, consumer always advised people around them, and people who suffering from their illness and always seeking for new information about health article and health information 6) Reasons of re-purchasing, the first reason is, because they need long-term result of the supplement, the second reason is about the convenient channel of buying and the third reason is about promotion. 7. Purchasing channel, consumer bought supplements from on-line (e-commerce), official channel (Brand’s website), no-name channel and from off-line, direct sale. The hypothesis test results showed that there was no statistically significant difference between males and females at the level of 0.05.