Motivation Factor Toward Vitamin Supplement

Topics: Nutrition, Dietary supplement, Vitamin Pages: 27 (7503 words) Published: December 2, 2012
1.1 Background of the Research
Vitamin supplements bring added nutritional values to people’s health. With their contents of the certain recommended amount of minerals and vitamins needed for staying healthy, vitamin supplements have become more and more popular especially for those with hectic and busy lifestyles. These people believe that daily or regular consumption of vitamin supplements helps to ensure the proper intake of nutrition needed—a 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 are taken for various reasons. Strength, health, and energy seem to take the lead as the top priorities, while illusions of youthfulness, fear of lack of complete nutrients, or long term protection follow. As work life and lifestyle in the global community have become more dynamic and healthy meals with proper dining are rare, people have resorted more to the help of vitamin supplements. Advertising plays a major part in creating more desire for vitamin supplements. Several marketing schemes of pharmaceutical manufacturers make a continued bombardment of publicity, using both soft and hard persuasion to convince consumers believe in the efficacy of vitamin supplements. These movements create motivational factors for consumers, and their reasons for consumption of vitamin supplements can be endless. Modern lifestyle and work behavior remain the catalyst for the market viability of vitamin supplements.

While vitamin supplements aim to maintain 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 live a fast-paced lifestyle should look for equilibrium of vitamin supplement exposure. The supplements should help enhance people’s wellbeing, instead of benefiting certain groups.

1.1.1 Consumption of Vitamin Supplements
Nowadays, people are concerned about their health and they think that they do not eat proper, well-balanced, and nutritious foods which results in a lack of key vitamins, illness, and poor health. This is especially true of businessmen and office workers because, as the world is moving at a busy and faster pace, they spend most of the time working, which uses all their mental and physical energy, and sometimes they are very stressed and do not often eat proper food and rely instead on junk food or fast food because of its convenience. Therefore, these people purchase vitamin supplements to prevent nutritional deficiencies. People do not purchase and consume food supplements or health products 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 office 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 Problem

Consumers of vitamin supplements are mostly 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 keep their health stable 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 other popular dispensaries. GNC, an American brand of vitamin supplements, has started to appear around downtown Bangkok’s shopping malls. Competition among manufacturers of vitamin supplements has become fierce, while several consumers...

References: Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior. In D. Albarracín, B. T. Johnson, & M. P. Zanna (Eds.), The handbook of attitudes (pp. 173-221). Mahwah, NJ: Erlbaum.
Baltas, G. (2001). Nutrition labelling: issues and policies. European Journal of Marketing, 35 (5/6), 708 – 721.
Drichoutis, A.C., Lazaridis, P., & Nayga Jr, R.M. (2007). An assessment of product class involvement in food-purchasing behavior. European Journal of Marketing, 41 (7/8), 888 – 914.
Essoussi, L.H., & Zahaf, M. (2008). Decision making process of community organic food consumers: An exploratory study. Journal of Consumer Marketing, 25 (2), 95 – 104.
Gautreau, C. (2011). Motivational factors affecting the integration of a learning management system by faculty. The Journal of Educators Online, 8 (1), 1 – 25.
Goodman, J. (2008, October). Grocery shopping: who, where and when.
Retrieved July 17, 2012, from Time Use Institute website:
Hollywood, L.E., Armstrong, G.A., & Durkin M.G
Houghton, J., Neck, C., & Cooper, K. (2009). Nutritious food intake: A new competitive advantage for organization? International Journal of Workplace Health Management, 2 (2), 161 – 179.
Kim, H.Y., & Chung, J.E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28 (1), 40 – 47.
Nayga Jr, R.M. (1999). Toward an understanding of consumers’ perceptions of food labels. International Food and Agribusiness Management Review, 2 (1), 29 – 45.
Olaru, D., Purchase, S., & Peterson, N. (2008). From customer value to repurchase intentions and recommendations. Journal of Business & Industrial Marketing, 23 (8), 554 – 565.
Schiffman, L.G., & Kanuk, L.L. (2000). Consumer Behavior. Wisconsin, WI: Prentice Hall.
Smith, M., & Carsky, M. (1996). Grocery shopping behavior: A comparison of involved and uninvolved consumers. Journal of Retailing and Consumer Services, 3 (2), 73 – 80.
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Motivation and the Factors of Motivation Essay
  • motivation Essay
  • motivation Essay
  • Key Indicators or Factors in the Motivation of Employees Essay
  • Factors Driving Employee Satisfaction and Motivation Essay
  • Motivation and Atitudes Towards Learning Essay
  • shopping motivation towards online Essay
  • Investigation and Analysis of Motivation Factors Essay

Become a StudyMode Member

Sign Up - It's Free