DECISION OF DIETARY SUPPLEMENT CONSUMERS IN THE B2C MARKET BY NEEDS, MOTIVATIONS AND PURCHASE PREFERENCES

Purpose: The consumption of dietary supplements around the world is constantly increasing, and this trend is observed in all countries that provide data in this area. Consumer spending on dietary supplements is becoming an important source of government revenue, and the long term consumption increase indicates a lasting change in consumer behaviour. The authors attempted to identify the sources of dietary supplement consumer decisions, examining them in the context of market segmentation based on needs, motivations and purchase preferences. The aim of this paper is to determine the factors that influence the purchasing decisions of dietary supplement consumers in the B2C market, taking into account three categories: needs, motivations and purchase preferences. Design/methodology/approach: The research was conducted based on a literature review which allowed for identifying the key determinants influencing purchasing decisions in this market segment. Findings: The results provide important information for both marketing practitioners and researchers in the dietary supplement market, pointing to the variety of motives that shape consumer behaviour and the need for a balanced and informed exploration of this market. Originality/value: This article presents a structured analysis, including an original synthesis, concerning the sources of decision-making by consumers in the B2C market, taking into account their needs, motivations, and purchasing preferences (referred to as "factors shaping types of dietary supplement consumers"). The results of the study can be used in a versatile manner—both by researchers in the field (as a basis for conducting original studies) and by managers to support the development of organizational management strategies in this area.