Influences of marketing and non-marketing activities on the attitude toward slimming dietary supplements

Abstract

Dietary supplements have become a major consumer product category in many countries around the world including Thailand. The sales of this product group in the country were estimated at more than ten billion baht per annum. Slimming dietary supplements are of high interest, both from the consumers and producers aspects, since the products are registered with Thai FDA as foods items, therefore, all types of marketing activities could be implemented. To promote general health through dietary supplement, it is important to understand what factors affect the attitude and behavioral intention toward dietary supplements. It is generally accepted that the marketing effort by companies selling dietary supplements plays an important role in increasing the consumer’s acceptance of dietary supplement. This study, a cross sectional, had investigated the factors affecting the consumers’ attitudes and intentions to continue to use the brand. The selected product in this study is a slimming dietary supplement (CLA600 and CLA advance). The study had covered all essential marketing activities, including the confidence in the product and the company, the product attributes, the price or value for money, the channel of distribution, the company communication in term of advertising and the sales promotional programs. As well, the study also covered other activity which was the positive or past experience with the usage. Study method was conducted by using the self administered questionnaire surveying among the current users of the supplement. Data was analyzed by structural equation modeling statistical method. Findings showed that the intentions to continue to use the brands were affected by the attitudes (0.80) which in turn, were affected by perceived confidence (0.19), perceived price or value for money (0.62) and perceived promotional programs (0.15). Of the 208 respondents, nearly all were female. Majorities were in the age range of 20-40 years, held bachelor degree; worked with the private sector or owned business and their mean BMI was in the normal range (22.38). Other demographic and psychographic characteristics of the samples were revealed. Managerial implications, limitations and future research directions are also discussed.