The investigation of Thai mature consumer's intention to buy health related products

Abstract

This thesis aimed to investigate intention to buy health health-related product of Thai mature consumer. Health preventive experience, health consciousness, health motivation, and lifestyle has also been included within this research in order to gain an in-depth information toward Thai mature consumer's intention to buy health related- product. The researcher has collected the data from 415 Thai mature consumer throughout Thailand, which Bangkok, Ratchaburi, Chiang Mai, Nakhon Ratchasima, and Songkhla has been selected to represent their region. Moreover, descriptive statistic, class interval, Pearson correlation, regression analysis, and exploratory factor analysis has been applied into data analysis process. As a result, Thai mature consumer tends to have high health preventive experience, health consciousness, and health motivation. Moreover, Thai mature consumer perceived health preventive experience to be a way to socialise with others, which caused health preventive experience and health consciousness to has a negative relationship with each other. Lifestyle of Thai mature consumer can also be categorised into three group, which are social benefactor, social acceptance, and self-assurance. However, the intention to buy health-related product of Thai mature consumer considered to be low, which health motivation is the key variable that can stimulate Thai mature consumer intention to buy health-related product.