Consumer Behavior and Marketing Mix towards Online Media Perception of Pediatric Dietary Supplements: Glenta Pharma Co., Ltd.
Keywords:
Consumer Behavior, Marketing Mix, Perception, Online Media, Pediatric Dietary SupplementsAbstract
The objectives of this research are to 1) examine personal factors and consumer behavior in purchasing children’s dietary supplement products of Glenta Pharma Co., Ltd.; 2) analyze the marketing mix of children’s dietary supplement products of Glenta Pharma Co., Ltd.; and 3) investigate the perception of intercultural communication via online media between consumers and marketers in the children’s dietary supplement business of Glenta Pharma Co., Ltd. The sample group consisted of 400 consumers aged 18 and older residing in Bangkok, utilizing a quantitative research methodology. The results indicated that the overall marketing mix was at the highest level (𝑥̄ = 4.77, S.D. = 0.43). When considered by dimension, the findings were as follows: people (𝑥̄ = 4.81, S.D. = 0.40), process (𝑥̄ = 4.80, S.D. = 0.40), product (𝑥̄ = 4.79, S.D. = 0.42), physical evidence (𝑥̄ = 4.78, S.D. = 0.42), promotion (𝑥̄ = 4.76, S.D. = 0.46), place (𝑥̄ = 4.75, S.D. = 0.44), and price (𝑥̄ = 4.71, S.D. = 0.48), respectively. Furthermore, the perception of intercultural communication via online media between consumers and marketers was also at the highest level (𝑥̄ = 4.76, S.D. = 0.45). When analyzed by dimension, the results were as follows: selective retention (𝑥̄ = 4.76, S.D. = 0.45), selective interpretation (𝑥̄ = 4.76, S.D. = 0.45), selective attention (𝑥̄ = 4.76, S.D. = 0.45), and selective exposure (𝑥̄ = 4.76, S.D. = 0.45), respectively. The comparison of online media perception using One-Way ANOVA revealed that differences in personal factors classified by gender, marital status, education level, and monthly income as well as differences in consumer behavior classified by purchase decision reasons, purchasing of children’s dietary supplements, confidence in product quality, and satisfaction with the purchasing experience resulted in statistically significant differences in online media perception at the 0.05 level.
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