Marketing Mix Factors Affecting the Decision to Purchase Whey Protein Supplements Products in Bangkok

This research aims to study the marketing mix factors affecting the decision to purchase Whey protein supplement products in Bangkok. This is the quantitative research employing questionnaire as a tool for data collection through content validity from experts and to examine the reliability of the instruments by using the experimental group, consisting of 30 samples, with validity values greater than 0.67 for all questions. The result of the Cronbach’s alpha (α) of each factor ranged from 0.70-0.98 in all components. Then the data was collected from 520 samples. After that it was analyzed and then summarized according to the research framework in order to understand the decision to purchase Whey protein supplement products in Bangkok by SPSS.The results of the study revealed that (1) Demographic factors affected the decision to purchase Whey protein supplements products in Bangkok (2) Marketing mix affects the decision to buy Whey protein supplements products in Bangkok.