The study of the key influential factors toward sports nutrition in Thailand

Name: Nuttapat Siriprompisal

keyword: Sports nutrition

LCSH: Consumer behavior -- Thailand -- Case studies

; Spornosexual

LCSH: Athletes -- Nutrition

; Consumers

; Influencing factors

Abstract: The purpose of this report is to classify Spornosexuals who consume sports nutrition and examine the consumer behavior, lifestyle and purchasing decision factors of Spornosexuals and non-spornosexuals towards sports nutrition in Thailand. The research was basically conducted by using both quantitative and qualitative method. In-depth interview and secondary data were collected to survey the guideline. The survey data with 100 respondents was analyzed by using SPSS statistical tools including percentages, frequency distribution, means and t-test. The SPSS is used for data analysis at statistical level of 0.05. The respondents participated in this study are men, age 18-45, who have gone to fitness / gym regularly and have been consuming sports nutrition. The respondents are divided into 2 groups by frequency of consuming sports nutrition ; normal user and heavy user. The research result indicates that Spornosexuals and Non-spornosexuals are health conscious. Focusing on both groups of spornosexual, normal and heavy user leads to an understanding that both believe that Sports nutrition can help building their muscle fast with less workout hours. Protein from the authentic food, consisting of protein casein and isolate are highly needed from heavy users. Whereas normal users need protein from authentic food with high nutrition that consists of Fat, Mineral salt and vitamin. Communication channels that can best approach these 2 groups are Fitness trainer, Sports man/ Athletics and information on label at point of purchase respectively. Key finding of influencing factors and important criteria that affect purchasing decision are different among groups. Heavy users are willing to spend approximately 50-100 baht per meal and convenience is another factor concerned ; they prefer to purchase and consume immediately. Nonetheless, both are consuming sports nutrition at post work out and pre workout according to the key time to increase consumption rate

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Hoffman, K. Douglas

Role: advisor

Created: 2016

Modified: 2021-06-09

Issued: 2021-06-09

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2016.420

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

©copyrights Thammasat University

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