THE DECISION-MAKING PROCESS AND PURCHASING BEHAVIOR OF CONSUMERS IN BANGKOK REGARDING DIETARY SUPPLEMENTS CONTAINING THAI HERBAL INGREDIENTS

The objectives of this study were: (1) to examine the decision-making process of consumers in Bangkok when purchasing dietary supplements containing Thai herbal ingredients, and (2) to investigate consumer purchasing behavior concerning the marketing mix (4P’s) of these products. The sample group consisted of 400 consumers in Bangkok, with data collected through questionnaires. Statistical methods employed included frequency, percentage, mean, and standard deviation.The findings revealed that consumers in Bangkok place high importance on the decision-making process, emphasizing product quality, reasonable pricing, convenience in purchasing through online channels, and marketing promotions such as discounts and advertisements. Product quality and reliability were identified as the most crucial factors influencing purchasing decisions.