Factors influence consumer
purchase intentions towards
dietary supplement
Under the Supervision Of Prof. Dr. : Alaa Tarek
By: Yousra Ashraf
20/3/2023
TABLE OF CONTENTS
01.
02.
03.
Introduction
Research
Methodology
Conceptual Model
04.
05.
06.
Literature Review
Pilot Study
conclusion
01.
Introduction
Introduction

Nutrients are lacking from diet or not consumed in
sufficient quantities, leading to concerns about
health and the need for dietary supplements.

Modern lifestyle has increased demand for fast food
and prepared foods. so we don't eat healthy foods,
and we have a variety of issues with our bodies'
mineral and element deficiencies.

Dietary supplements are available through a variety
of sources, including online, pharmacies, and retail
stores.
VITAMIN C
02.
Research
Methodology
A-Problem Statement
B- Research Hypothesis
C-Research population and sampling unit
Research Methodology
 This study used a Descriptive Methodology to analyse
the factors that influence consumer purchasing intentions
towards Dietary supplements. This was accomplished by
literature research and analysis of previous sources, as well
as a pilot study of customers and market experts, to gain a
complete understanding of factors that influence consumer
purchasing intentions towards purchasing dietary
supplements from different perspectives.
A-Problem Statement
Factors Influence Consumer
Purchase Intentions Towards
Getting Dietary Supplement In The
Egyptian Market
B- Research Hypothesis
01
02
There is
a significant
03
relation
There is a significant Relation
There is a significant Relation
between Attitude to health and
between Subjective Norms and the
between
wellness
purchasing
purchasing
dietary
purchasing
intention of dietary supplement
supplement
Egypt
supplement
products in Egypt Market
Market.
and
the
04
intention
products
of
in
genders
intention
products
and
of
in
the
dietary
Egypt
Market
05
06
relation
There is a significant Relation
There is a significant Relation
between income level and the
between types of residential area
between Price Elasticity and the
purchasing
dietary
and the purchasing intention of
purchasing
Egypt
dietary supplement products in
supplement
Egypt Market
Market
There
is
supplement
Market
a significant
intention
products
of
in
intention
products
of
in
dietary
Egypt
C-Research population and sampling unit
•
The research population and sampling
unit included 25 customers with a
positive attitude toward dietary
supplement products.
•
Our Customers selected to provide
variety in demographic factors such as
age, gender, area, and income level.
•
The study also included 3 in-depth
interviews with market experts.
03.
Conceptual Model
A-Conceptual Framework Model
B- Research Variables
A- Conceptual Framework Model
Attitude towards
health and
wellness
Dietary Routine
Subjective Norms
Price Elasticity
consumer
purchase
intentions
towards dietary
supplement
Demographic
B- Research Variables

Independent Variable: Factors influence consumer purchase is the
independent variable.

Dependent Variable: customer purchase intentions is the dependant
Variable.

Moderator Variable: 1-Attitude towards health and wellness
2-Dietry Routine
3- Subjective norms
4-price elasticity
5-Demographic
04.
Literature Review
4.1 consumer purchase intention
4.2 Attitude towards health and wellness
4.3 Subjective norms
4.4 Dietary Supplements products
4.5 Demographic Factors (Gender, AGE
,Residential area, Income)
4.6 Price Elasticity (Inflation, Economic
Recession)
4.1 consumer purchase intention
 Purchase intention is an individual's conscious
desire to make an effort or motivation to engage
in a particular behaviour.
4.2 Attitude towards health and wellness
 Attitude refers to the evaluation of
specific behaviours, such as the purchase of
dietary supplements, as positive, neutral,
or negative.
4.3 Subjective norms
 Subjective norms refer to an individual's
subjective evaluation of the social pressure to
buy or stay away from dietary supplement
products..
4.4 Dietary Supplements products
 Dietary supplements are manufactured
goods intended to supplement the diet and
can come in different form.
 Dietary supplements are widely consumed for
various benefits and purposes.
VITAMIN C
4.5 Demographic Factors (Gender, AGE ,Residential area,
Income)
 Gender: refers to cultural attitudes, emotions, and
behaviours that are connected to a person's biological
sex.
 Age: young adults between the ages of 19 and 40 are
more likely to purchase dietary supplements than other
age groups
4.5 Demographic Factors (Gender, AGE ,Residential area,
Income)
 Residential area: there is a substantial
difference in purchase intentions between urban
and rural areas when it comes to organic food.
 Income: income can be defined as the money
received from firms and governments for labourrelated contributions.
4.6 Price Elasticity (Inflation, Economic Recession)
 Price elasticity: is the amount of a quantity change to a
price change in percentage terms, and driven by factors
such as inflation and economic recession.
05.
Pilot Study
A-Analysis of Consumer Interview
B-Analysis of Market Experts
Objective
Procedures
Interviews
A-Analysis of Consumer Interview

Regarding all respondents to all questions in the customer interview , we
found that most respondents had knowledge of or already use dietary
supplements and we can analyse Consumer behaviours and the most
effective factors which influence the intention to purchase dietary
supplements :

positive significant effects between perceived benefits, price, quality,
availability, advertising, and health awareness

Both males and females purchase dietary supplements for various reasons.

There is a significant link between consumer dietary supplement purchasing
and income levels.

Brand image, marketing, advertising, celebrity endorsements, and dietary
specialist have a significant impact on consumer purchase decisions.

All different age stages use Dietary supplements for various reasons.
B-Analysis of Market Experts
 Market experts highlighted the importance of consumer
awareness , trustworthiness and easy access.
 Companies need to create a more tailored approach to
their marketing efforts.
 Advertising and promotion of dietary supplements
should also emphasize the potential risks associated
with taking supplements, as well as the potential
benefits.
 Companies should track the number of sales and
customer reviews in order to measure the impact of
their consumer purchase intentions.
06.
conclusion
A-Conclusion and Managerial Implications
B- Suggestions for Further Research
A-Conclusion and Managerial Implications
 Research findings suggest that many factors affect consumers’
motives for purchasing dietary supplement products.
 Factors identified include subjective norms, attitude towards wellness
and health, demographic characteristics, and price elasticity.
 Dietary supplements have various uses with different customers of
gender and age.
 Dietary supplement purchases in Egypt are heavily influenced by
the type of residential area, income level, and economic situation
 Companies, marketers, and stakeholders should consider
these factors when formulating strategies.
B- Suggestions for Further Research
 Companies, marketers, and other
stakeholders should focus on increasing
consumer attitudes towards health and
wellness and dietary routine to increase
purchase intentions.
 Marketers should recognize the impact
of price elasticity and. demographics on
purchase intentions when formulating
strategies.