FACTORS AFFECTING PURCHASE INTENTION OF HEALTH SUPPLEMENT IN MALAYSIA

Abstract

Health issue is increasingly become a concern and critical in today’s world, the
increasingly consumption of health supplement is mostly due to the imbalance in
the dietary intake in daily life, health conditions or the health belief. The purchase
intention of health supplement could be influence or determine by different factors.
However, there are very few academic research has been done to study the
purchase intention of health supplement in Malaysia. Therefore this research was
initiated to bridge the gap by determining the factors that influencing the purchase
intention health supplement in Malaysia and thus provide an insights about the
marketing plan to the marketers in health supplement industry in order to improve
their competitiveness. Normative influence, informational influence, perceived
behavioural control, health conscious and perceived price were selected as the
independent variables as the marketing constructs in this research. The research
has reviewed relevant literatures and appropriate measurement models that
concerned all research variables. Besides, correlation study design was applied
as the research method and a self-administered questionnaire was distributed
among consumer in Malaysia under the instruction of science research
requirements. A serial of statistical tests were performed to ensure reliability and
the accuracy of this research.