Purchasing Decision Probability on Health Products Made from Cold-Pressed Palm Oil in Hat Yai District, Songkhla Province

Abstract

     Marketing opportunities are now on the increase for health product business to promote products to preventive health conscious consumers. This quantitative research studied the socio-economic characteristics of health product consumers, investigating the significance level of the marketing mix and factors influencing purchasing decisions on health products made from cold-pressed palm oil and analyzing purchasing decision probability on health products made from cold-pressed palm oil in Hat Yai district, Songkhla province, Thailand. Primary data were collected using structured questionnaires from a total sample of 388 consumers, using the accidental sampling technique. Descriptive statistics and logistic regression were applied for data analysis. The results revealed that the majority of health product consumers were female with an average age of 31.27 years and had a bachelor degree. The marketing mix in terms of product, price, place, and promotion was a very important influence on the decision to purchase health products made from cold-pressed palm oil. The statistically significant variables determining the purchasing decision on health products made from cold-pressed palm oil were sex, age, marital status, government official, level of importance given to price, place, and promotion, with respective purchasing decision probabilities of 0.12, 0.006, 0.12, 0.61, 0.11, 0.12 and -0.19, respectively. The results are useful for entrepreneurs to formulate appropriate marketing strategies for health products made from cold-pressed palm oil.