Motivation Factor Toward Vitamin Supplement

CHAPTER 1 INTRODUCTION 1. 1 Background of the question Vitamin supplements bring added nutritional values to rafts health. With their content of the certain recommended amount of minerals and vitamins needed for staying healthy, vitamin supplements c both for become more and more popular peculiarly for those with hectic and busy lifestyles. These pack believe that daily or regular consumption of vitamin supplements helps to ensure the proper intake of nutrition neededa compensation for what they might have missed or lost as a result of workload or lifestyle.Unlike medicines or drugs for any medicinal purpose, vitamin supplements argon taken for various reasons. Strength, health, and energy seem to take the lead as the top priorities, magic spell illusions of youthfulness, fear of lack of complete nutrients, or long term protection follow. As work life and lifestyle in the planetary community have become more dynamic and healthy meals with proper dining atomic number 18 r be, people have resorted more to the help of vitamin supplements. Advertising plays a major assort in creating more desire for vitamin supplements.Several marketing schemes of pharmaceutical manufacturers make a continued bombardment of publi city, victimization both soft and substantial persuasion to convince polishrs believe in the efficacy of vitamin supplements. These movements create wantal factors for receivers, and their reasons for consumption of vitamin supplements can be endless. Modern lifestyle and work behavior stick around the catalyst for the market viability of vitamin supplements. While vitamin supplements aim to offer the good health of their consumers, they could deteriorate health in many ways.Natural nutrition is certainly better than short-cut nutrition. The market, the manufacturers, and the consumers who awake(p) a fast-paced lifestyle should look for equilibrium of vitamin supplement exposure. The supplements should help enhance peoples wellbeing, inst ead of benefiting certain groups. 1. 1. 1 Consumption of Vitamin Supplements Nowadays, people atomic number 18 touch about their health and they think that they do not eat proper, well-balanced, and nutritious solid foods which results in a lack of key vitamins, illness, and poor health.This is especi altogethery true of descentmen and sanction workers because, as the world is moving at a busy and faster pace, they spend nearly of the time working, which uses all their kind and physical energy, and sometimes they atomic number 18 very stressed and do not often eat proper food and rely instead on throw away food or fast food because of its contraption. Therefore, these people leverage vitamin supplements to prevent nutritional deficiencies. People do not leverage and consume food supplements or health fruits as a cure.They purchase and consume then because they think vitamin supplements can help them improve their quality of life. There are several motivational factors that encourage business people or contribution workers to purchase vitamin supplements which create the demand in the market. The market for vitamin supplements has increased significantly because they have the need to consume vitamin supplements which play an important role in providing nutrition which supports and maintains their good health. 1. 2 Statement of the ProblemConsumers of vitamin supplements are or soly business people in the central business districts (CBD) of any of the big cities in the world. Bangkok is no exception. With increasing stress, workload, and the hectic lifestyle of many CBDs in Bangkok, Thai business people try to withhold their health st fit by consuming more vitamin supplements, rather than observing proper gastronomy. Vitamin supplements of imported and local brands flood the shelves of trendy drug stores like Boots and contrary popular dispensaries.GNC, an American brand of vitamin supplements, has started to appear around downtown Bangkoks shoppi ng malls. Competition among manufacturers of vitamin supplements has become fierce, while several consumers have started to unclutter the side-effects of long-term intake of vitamin supplements. The issues of both the pharmaceutical markets competitiveness and growing awareness of natural nutrients seem to be intertwined within the consumers minds.This study accordingly aims to identify the motivational factors of the consumers in CBD Bangkok in their purchase designing of vitamin supplements. Recognizing the motivational factors reveals the consumers rationale and the impact of marketing techniques that have brought vitamin supplements to their present status. Manufacturersboth at home and abroadwill benefit from realizing consumers motivational factors, so that they are able to plan their explore well and develop the technical and marketing sides.Surely Thailand, as a tropical country where herbs and pharmaceutical ingredients are found in abundance for making good vitamin sup plements, can partake in this fierce competition with success, while the imported brands are ready to compete in any overseas market. However, if vitamin supplements are to become an essential food for people in CBD, all parties concerned need to use studies of consumers motivational factors to determine directions that not only yield a healthy result to the consumers but help them avoid risks too. . 3 Research Questions 1. What motivates business people in central business district (CBD) to purchase vitamin supplements? 2. What characterizes the compose of business people of central business district (CBD) in relationship with their consumption of vitamin supplements? 1. 4 Research Objectives 1. To identify motivational factors of business people in buying vitamin supplements 2. To describe characteristics and behavior of business people in relation to their decision to purchase vitamin supplements and, 3.To describe the characteristics and behavior of business people in relation to their decision to consume vitamin supplements. 1. 5 Scope of the Research This inquiry aims to understand motivational factors affecting purchase aspiration regarding office workers and vitamin supplements. The research will break down into four main variables which constitute Individual Characteristics, Situational and Attitudinal Factors, motivational Factors, and Purchase Intention of vitamin supplements. The rate population was around the Silom area which it is the center of the business area and the most crowded perplex in Bangkok.The respondents were executive managers, old managers, and managers or work in lower positions. 1. 6 Limitation of the Research This research was conducted in the Silom area because it is a central business area of office workers. Hence, the result of the research might be different if selective information are collected from other areas because of difference in demographics and someone characteristics. 1. 7 Significance of the Research The importance of this study is primarily foc utilise on sense what motivates office workers in hurt of the benefits of, and their intent to purchase vitamin supplements.The outcome will be able to help people concerned about the need to consume vitamin supplements through studies of the motivational factors to determine the directions that provide a healthy result to office workers as well as to characterize their man-to-manistic profiles regarding the intent to purchase vitamin supplements. It will also be useful for marketers to help them analyze and evaluate this study to avail marketing management in marketing decisions and formulating strategies to increase efficiency. 1. 8 Definition of Terms Central Business District (CBD) the central district of a city or it is office or retail center of the city. In this study, the survey was conducted in the Silom area as it is the center of the business area and suitable for understanding motivational factors on purchase intention of o ffice workers which are the target area of this study. * Vitamin supplements vitamin supplements help provide a consistent source of necessary vitamins and nutrition. People who are busy in their working life and do not eat properly would benefit from taking vitamin supplements.CHAPTER 2 LITERATURE REVIEW 2. 1 Theories 2. 1. 1 Individual Characteristics Individual characteristics can be classified in many ways such as age, gender, educational level, income and private display. It can refer to a set of personal traits of individuals (Schiffman and Kanuk, 2000). Individual characteristics can be described demographically or physically. Individual characteristics are unique. Some people may have the aforementioned(prenominal) characteristics in some areas reasonable as some people may look Asian but no one person is identified to another.People will have different characteristics. According to Beatty and Smith (1987), and Mitchell (1993), demographic factors can fall into one ca tegory of individual characteristics which gender and age are mostly described as factors that usually affect consumer behavior. Additionally, we can include other individual characteristics such as educational level, working position and income, household coat and time that worn-out(a) on groceries shopping as factors that affect consumer behavior as well. educational level can strongly affect consumer behavior.People with a higher education tip to spend more time searching for culture and are willing to try something new in the market. Some products are designed for and required by highly-educated person such as laboratory equipment, international textbooks, etc. A Less educated person may seek and consume ordinary or routine products. They tend to have less awareness of new innovative products. Working status and income are perfectly related to each other. People cannot step-up an income if they do not work. Income levels vary according to working status and position.Working status and income are usually used as influential factors that could affect consumer behavior. There is no market when there is no income. Income is required by profitable markets. What people can afford affects the products that people are possible to buy. Therefore, income is often one of the most popular demographic factors used to study the effects of consumer behavior. A household is an individual who lives alone or a group of individuals living together in a common dwelling, regardless of whether they are related.Households can be cohabitating couples who are unmarried and the opposite sex, same sex or simply roommates. Household size is determined by the number of people who live in the dwelling. Household size could affect buying decisions and consumer behavior. Logically, each household is likely to buy and consume different products at different quantities. Lastly, for individual characteristics, time fagged on groceries is the number of hours spent grocery shopping per week. According to the study of Goodman (2008), over 32 million American adults shop at a grocery store on a typical day.That is a large population density in grocery shops which could be a potential market for marketers. The time spent grocery shopping may affect the buying behavior of consumers in terms of buying more other products. 2. 1. 2 Situational and Attitudinal Factors Consumer behavior of individuals could be affected by the individuals needs, benefits sought, attitudes, motivation and buying situation. Since people have different attitudes, beliefs and situations, consumer behavior of each person will be expressed differently as well.Situational factors are all those factors related to the time and place of observation which do not require the humpledge of a person. These factors could strongly affect consumer behavior (Beck, 1975). People may act and consume differently in different purchasing situations. Time influences a purchase situation. Attitudinal factors are r elated to an individuals movement toward a particular(prenominal) thing and it is also a persons propensity to be persistent and consistent.Attitude encompasses general knowledge and constitutes the cognitive, emotions, and actions. When an individual holds a positive attitude toward a target, he or she will hold the same attitude toward a similar target (Ajzen & Fishbein, 2005). According to the study of Kim and Chung (2011), health consciousness and appearance consciousness could affect consumer behavior. People who are at the submit of health and appearance consciousness do care about the desired stage of well-being and are willing to put in hard campaign to maintain this.People with high health and appearance consciousness tend to spend more time searching for information on healthy living and they are likely to buy more vitamin supplements and other related health products. According to the Oxford English Dictionaries, a special fare means a special fertilize of food to which people restrict themselves with either the purpose to lose weightiness or for medical reasons. It implies a specific intake of vitamin supplements or nutrition for weight management and health purposes. Grocery shopper can be used to measure motivation regarding consumer perceptions, attitudes, and behaviors.The more involved grocery shoppers go shopping by themselves and are more likely to employ purchase strategies that will enhance their purchase intention (Smith & Carsky, 1996). A meal planner is also the same, according to Moore and Lehmann (1980), who found that an individual who is a meal planner or who prepares food seems to be more involved in purchase intention. Hence, they will be concerned about their food and nutrition and if they think they may lack benefits from their meals, they will be more likely to purchase vitamin supplements. . 1. 3 Motivational factors and product class involvement factors Consumer motivation is described as the influences that lead a co nsumers behavior toward a goal (Wang, 2001). Motivational factors are identified as a set of specific factors that influence motivation to individual needs. According to Drichoutis, Lazaridis, and Nayga Jr, (2007), this study defines expense, nutrition, ease of intake, brand, and advertisement as variables in a measurement of product involvement, referred to by Moorthy (1997), which in this persona is vitamin supplements.In addition, Rose (1994), and Thayer (1997) both concluded that these factors are important in consumer purchase intention. Price has a psychological impact that is used to influence consumer purchasing power. alimentation can be defined as food or nourishment that is needed to keep growing, healthy, and to support life. Ease of intake has an emphasis on the convenience and difficulties of taking vitamin supplements. Brand enables a consumer to easily identify products of a particular company and decide to purchase them. publicizing reflects an increasing trend in which people are concerned about their health. 2. 1. 4 Purchase Intention Purchase intention is a measurement of the possibility that a consumer will purchase a product and if the purchase intention is high, there is more chance that the consumer is willing to purchase a product. Purchase intention indicates consumers will follow their experience, preference, and motivation to collect information then evaluate their choices and hold alternatives so they can make a decision to purchase a product (Schiffman and Kanuk, 2000).Purchase intention also leads consumers to not just purchase a product once but to repeatedly purchase or repurchase a product and to recommend it to others. Customers repurchase intention depends on the value obtained in their previous transactions (Wathne, 2001 Kaynak, 2003 Bolton, 2000). So purchase intention is based on that value with a relationship with expected future benefits. passport in purchase intention is consumers who are willing to recommend othe rs to purchase the same products that they bought (Olaru, Purchase, & Peterson, 2008).CHAPTER 3 FRAMEWORK AND METHODOLOGY 3. 1 Theoretical Framework 1. depict 3. 1 Drichoutis, A. C. , Lazaridis, P. , & Nayga Jr, R. M. (2007). An assessment of product class involvement in food-purchasing behavior. This study aims to use the following framework to access the factors affecting the importance of different aspects such as price, taste, nutrition, ease of intake, and brand name of products (which in this study is food). The overall involvement with food, based on attribute importance, is affected by attitudinal factors and Socio-economic.In this framework, it provides different profiles of consumers who are not involved or more involved with food based on specific aspects. 2. Figure 3. 2 Kim, H. Y. , & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. The proposal of this framework attempts to study the effects of consumer values and past experience o n consumer purchase intention of organic products and to consider the effect of comprehend behavioral control on the attitude intention relationship by using the theory of planned behavior. . 2 Conceptual Framework Individual Characteristics * term * Gender * Education * Work position * Income * Household Size * Time Spent on Grocery Shopping Figure 3. 3 Motivational factors on purchase intention of vitamin supplements Purchase Intention * Purchase * Repurchase * Recommend others to purchase Motivational Factors * Price * Nutrition * Ease of Intake * Brand * Advertisement (trend) Situational & Attitudinal Factors * Health Consciousness * Appearance Consciousness * Special Diet Status * Grocery Shopper Meal Planner After clearly understand two divinatory frameworks, the conceptual framework in this research aims to study motivational factors on purchase intention of vitamin supplements regarding office workers in the Silom area. First of all, it is necessary to study individual c haracteristics of office workers and how these affect purchases of vitamin supplements. Second, the study aims to identify situational and attitudinal factors that effect on consumer motivation leading to purchase of vitamin supplements.Third, the study aims to consider motivational factors of office workers and their effect on purchase intention of vitamin supplements. 3. 2. 1 Individual Characteristics The demographic factors are included in the individual characteristics category. Gender and age are factors that affect consumer behavior. Moreover, this study used education, working position, income, and household size as factors to further evaluate consumer characteristics to indicate how this effects their motivation and purchase intention of vitamin supplements.This research suggests these factors are crucial to profile consumers that intend to purchase vitamin supplements. 3. 2. 2 Situational & Attitudinal Factors This research defines health consciousness, appearance consciou sness, special diet status, grocery shopper, and meal planner under situational and attitudinal factors. People who are concerned about their desired state of well-being or require a special course of nutrition are likely to make an effort to maintain a healthy life, and are interested in caring about their appearance, by purchasing vitamin supplements.People who go shopping and prepare meals themselves are more likely to purchase vitamin supplements because these situational and attitudinal factors can influence and motivate an individuals perception about nutritional values. 3. 2. 3 Motivational Factors Motivational factors are identified as factors that influence motivation of office workers to purchase vitamin supplements. The perceived importance of price, nutrition, ease of intake, brand, and advertisement are included in the model in which these factors are defined to effect consumer perception of the benefits of vitamin supplements and influence their purchase intention.The investigator would like to determine if these factors create a positive or a negative relationship toward their purchase intention. 3. 2. 4 Purchase Intention This research defines purchase, repurchase, and recommending others to purchase under the purchase intention category. People are motivated to take action based on their behavior, attitude, and perception so they intend to purchase vitamin supplements for health benefits. They may intend to repurchase in the future based on their previous expectation in products and they may also recommend others to purchase vitamin supplements. . 3 Hypothesis H1o There is no relationship between situational & attitudinal factors and motivational factors for vitamin supplement consumption H1a There is a relationship between situational & attitudinal factors and motivational factors for vitamin supplement consumption H2o There is no relationship between motivational factors and purchase intention of vitamin supplements H2a There is a relations hip between motivational factors and purchase intention of vitamin supplements 3. Operationalization of Variables Variables Concept of Variable Operational Component Measurement Scale Situational & Attitudinal Factors Situational factors are related to the time and place of observation that do not require the knowledge of a person and situational factors could strongly affect consumer behavior (Beck, 1975). Attitudinal Factors are related to an individuals tendency toward a specific thing and it is also a persons propensity to be persistent and consistent (Ajzen & Fishbein, 2005). Concerned about health and diet all the time- On a special diet due to a health problem Worried about physical shape and appearance- Do most of the grocery shopping- Always plan all family meals legal separation ScaleQ1 Q5 Motivational Factors Motivational factors are identified as a set of specific factors that influence motivation to individual needs (Wang, 2001). profit attention to price- Pay at tention to nutritional value Pay attention to convenience and ease of intake- Pay attention to the brand- Pay attention to popularity, advertisements and social trends Interval ScaleQ6 Q10 Purchase Intention Purchase intention indicates consumers will follow their preference, experience, and motivation to collect information then evaluate their choices and choose alternatives so they can make a decision to purchase a product (Schiffman and Kanuk, 2000). Intend to purchase vitamin supplements- Recommend others to purchase- Intend to repeat purchasing Interval ScaleQ11 Q13 Individual Characteristics (Personal Information) Individual characteristics can be classified is many ways such as age, gender, educational level, income and personal appearance. It refers to a set of personal traits of an individual (Schiffman and Kanuk, 2000). Gender- Age- Education level Work position- Household size- Income- Time spent grocery shopping Ordinal and NominalQ14 Q20 3. 5 Statistical Treatm ent of DataThe research used a quantitative research method to prove the findings. Quantitative research is used to measure how many people feel, think or act in a particular way using surveys or questionnaires. Quantitative research also provides numerical data or can convert data into numbers for a statistical review. The research used a questionnaire for collecting data because it is the most proper way based on the number of questions to be answered and to get tried data and information from the target population. 3. 5. 1 Respondents Sampling Procedure 1. Target PopulationThe target population was office workers in the Silom area, which we considered to be the suitable location in the business area because this area is very famous, crowded, and at the center of the business area. 2. Sample size and unit The data were collected from 384 sampling units as this is the marginal sample sizes required from the population of office workers located in the Silom area. The population of office workers from this area is numerous because Silom is the center of the business area and many people from different areas work there. 3. Sampling ProcedureThe sampling method in this study is non-probability sampling because it is the most appropriate sampling method for this research as the target population are selected at random. Thus the research used the following type of non-probability samples technique in order to get questionnaire completed Judgmental or Purposive sampling This sampling is based on the assumption that the researcher can select elements which represent a typical sample from the appropriate target population office workers in the Silom area. 3. 5. 2 Research Instrument and Questionnaire DesignThe researcher used a self-administered questionnaire which is a tool that helps the respondents to complete the questionnaire. The questionnaire design was based on the conceptual framework and was divided into four parts as follows Part 1 (Situational & Attit udinal Factors) this part of the questionnaire is about understanding the situational and attitudinal factors regarding office workers and vitamin supplements. Part 2 (Motivational Factors) this part of the questionnaire is about understanding the motivational factors of office workers toward vitamin supplements.Part 3 (Purchase Intention) the researcher wanted to understand office workers purchase intention of vitamin supplements. The researcher would also like to know if they think vitamin supplements are very important in todays business world. Part 4 (Individual Characteristics) this part consisted of questions that acquired individual data of the respondent it helped the researcher to understand what a characteristic profile of office workers are and their attitudes toward vitamin supplements. Questionnaire Scale A 5-point Likert Scale was used in the questionnaire. = Strongly total 4 = Agree 3 =Neutral 2=Disagree 1=Strongly Disagree 3. 5. 3 Collection of Data The research er can collect 384 sets of questionnaires from respondents who are office workers in the Silom area. The questionnaire was carried out only during business hours. The researcher spent two weeks collecting questionnaire and the researcher had two assistants to help distribute questionnaires for obtaining data. The researcher collected all questionnaires and analyzed the data using the software package Statistical Package for Social Science (SPSS). 3. 6 reliableness TestReliability abstract of Research Instrument To canvas variables in the questionnaire using Cronbachs Alpha Coefficient scale and if the alpha test result from the calculation is above . 6 or equal, it means that all questions in the questionnaire are reliable and consistent and can be applied as research instruments in this study. Situational and Attitudinal Factors Reliability Statistics Cronbachs Alpha No. of Items .800 5 Motivational Factors Reliability Statistics Cronbachs Alpha No. of Items .727 5 Purchase Inten tion Reliability Statistics Cronbachs Alpha No. f Items .907 3 Overall Reliability Statistics Cronbachs Alpha No. of Items .895 13 Table 3. 6 The Summary of Reliability Test depth psychology Variables Alpha test Situational and Attitudinal Factors . 800 Motivational Factors . 727 Purchase Intention . 907 Overall . 895 The reliability test results of research instrument according to Table 4. 8 indicate that all variables in the questionnaire are greater than . 6. Therefore, all questions are reliable and consistent and can be applied as research instruments in this study. CHAPTER 4 DATA ANALYSIS AND RESULTThe researcher used Statistical Package for Social Science (SPSS) to analyze the data using the following analyses Frequency abstract To point out the individual characteristics of business people or office workers descriptive Analysis To test attitude, motivation, and intention of office workers and point what is the factor that they believe is the most important for them corr elativity To study the relationship or correlation between variables 4. 1 Frequency Analysis Table 4. 1. 1 The Analysis of Gender Levels using Frequency and percentage Gender Frequency Percent sensible Percent Cumulative Percent legitimate Male 122 31. 8 31. 8 31. 8 Female 262 68. 2 68. 2 100. 0 original 384 100. 0 100. 0 Table 4. 1. 1, indicates that 68. 2% (262) of the respondents were female and 31. 8% (122) were male. Table 4. 1. 2 The Analysis of Age Levels using Frequency and Percentage Age Frequency Percent validated Percent Cumulative Percent Valid 20 30 years old 153 39. 8 39. 8 39. 8 31 40 years old 121 31. 5 31. 5 71. 4 41 50 years old 78 20. 3 20. 3 91. 7 51 60 years old 32 8. 8. 3 100. 0 congeries 384 100. 0 100. 0 Table 4. 1. 2, indicates that the highest percentages of respondents 39. 8% (153) were 20 to 30. 31. 5% (121) were 31 to 40, 20. 3% (78) were 41 to 50, and 8. 3% (32) were 51 to 60. Table 4. 1. 3 The Analysis of Educational Levels using F requency and Percentage Educational levels Frequency Percent Valid Percent Cumulative Percent Valid Bachelors degree or lower 212 55. 2 55. 2 55. 2 Masters degree or higher 172 44. 8 44. 8 100. 0 Total 384 100. 0 100. 0 Table 4. 1. 3, indicates that 55. % (212) of respondents held a bachelors degree or lower and 44. 8% (172) held a masters degree or higher. Table 4. 1. 4 The Analysis of Work Position Levels using Frequency and Percentage Work position Frequency Percent Valid Percent Cumulative Percent Valid Manager or lower 214 55. 7 55. 7 55. 7 Senior manager 131 34. 1 34. 1 89. 8 Executive manager 39 10. 2 10. 2 100. 0 Total 384 100. 0 100. 0 Table 4. 1. 4, indicates that the highest percentages of respondents worked as a manager or a lower position 55. 7% (214), 34. % (131) were elderberry bush managers, and 10. 2% (39) were executive managers. Table 4. 1. 5 The Analysis of Household Size Levels using Frequency and Percentage Number of family members(household size) Fr equency Percent Valid Percent Cumulative Percent Valid 3 or less 104 27. 1 27. 1 27. 1 more than 3 280 72. 9 72. 9 100. 0 Total 384 100. 0 100. 0 Table 4. 1. 5, indicates that most households contained more than 3 people 72. 9% (280), and 27. 1% (104) contained 3 people or less. Table 4. 1. 6 The Analysis of Income Levels using Frequency and Percentage Income per month Frequency Percent Valid Percent Cumulative Percent Valid Up to 30,000 baht 217 56. 5 56. 5 56. 5 Greater than 30,000 baht 167 43. 5 43. 5 100. 0 Total 384 100. 0 100. 0 Table 4. 1. 6, indicates that the highest percentages 56. 5% (217) earned up to 30,000 baht while 43. 5% (167) earned greater than 30,000 baht. Table 4. 1. 7 The Analysis of Time Spent Shopping Levels usuing Frequency and Percentage Total amount of time spent shopping per week Frequency Percent Valid Percent Cumulative Percent Valid 2 hours or less 171 44. 5 44. 5 44. 5 more than 2 hours 213 55. 5 55. 5 100. 0 Total 384 100. 0 100. 0 Table 4. 1. 7, indicates that most respondents 55. 5% (213) spent more than 2 hours shopping, and 44. 5% (171) spent 2 hours or less. 4. 2 Descriptive Analysis Table 4. 2. 1 The Analysis of Situational and Attitudinal Factors using Average base and Standard Deviation Descriptive Statistics N Mean Std. Deviation I am concerned about my health and diet all the time 384 3. 85 . 911 I am on a special diet due to a health problem 384 2. 96 1. 207 I often worry about my physical shape and appearance 384 2. 8 1. 269 I do most of the grocery shopping myself 384 3. 65 . 985 I always plan all family meals 384 3. 55 . 979 Valid N (listwise) 384 As indicated in table 4. 2. 1, the researcher found that the highest average of situational and attitudinal factors is 3. 85 those concerned about health (health consciousness) and the lowest average is 2. 96 those on a special diet. The highest standard disagreement is 1. 269 those who worry about physical shape and appearance (appearance consciousness) a nd the lowest standard deviation is 0. 911 those concerned about health (health consciousness).Table 4. 2. 2 The Analysis of Motivational Factors using Average Mean and Standard Deviation Descriptive Statistics N Mean Std. Deviation I often give birth attention to price when I go shopping 384 3. 67 . 989 I often pay attention to nutritional value when I do grocery shopping 384 3. 75 . 822 I often pay attention to convenience and ease of intake of medicine and vitamins 384 3. 63 . 858 I pay attention to the brands of vitamins and supplementary food 384 3. 42 . 902 I pay attention to popularity, advertisements, and social trends of vitamin consumption 384 3. 0 . 958 Valid N (listwise) 384 As indicated in table 4. 2. 2, the researcher found that the highest average of motivational factor is 3. 75 those who pay attention to nutritional value and the lowest average is 3. 20 those who pay attention to the popularity, advertisements, and social trends. The highest standard deviation is 0. 989 those who pay attention to price. The lowest standard deviation is 0. 822 those who pay attention to nutrition value. Table 4. 2. 3 The Analysis of Purchase Intention using Average Mean and Standard Deviation Descriptive Statistics N Mean Std. Deviation I intent to purchase vitamin supplements 384 3. 14 1. 145 I want to recommend others to purchase vitamin supplements 384 3. 28 . 936 I intend to repurchase vitamins and supplements continuously 384 3. 09 1. 156 Valid N (listwise) 384 As indicated in table 4. 2. 3, the researcher found that the highest average of purchase intention is 3. 28 those who recommend others to purchase vitamin supplements, and the lowest average is 3. 09 those who intend to repurchase vitamin supplements. The highest standard deviation is 1. 56 those who intend to repurchase vitamin supplements and the lowest standard deviation is 0. 936 those who recommend others to purchase vitamin supplements. 4. 3 Inferential Analysis Table 4. 3. 1 The Analysis of the Relationship between Situational & Attitudinal Factors and Motivation using the Person Correlation (Bivariate) Correlations MeanSAF MeanMF MeanSAF Pearson Correlation 1 . 638** Sig. (2-tailed) . 000 N 384 384 MeanMF Pearson Correlation . 638** 1 Sig. (2-tailed) . 000 N 384 384 **. Correlation is significant at the 0. 1 level (2-tailed). According to Table 4. 3. 1, the results from the inferential analysis using the Pearson correlation show that the significant is equal . 000 which is less than . 01 (. 000