Factors influencing the usage of multivitamin supplements in the greater Durban area: implications for marketing.
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Date
2022
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Abstract
The South African market for vitamin supplements (VS) is due to reach 7,021 million South African
Rand (ZAR) by 2026. Lifestyle diseases and active lifestyle trends drive this growth. Poor dietary
practices are a great concern in developing countries such as South Africa (SA) and have the potential
to cause long-lasting diseases and high public health spending. Multivitamin supplements (MVS) help
address these issues; however, literature on the factors influencing the usage of MVS amongst South
African consumers is lacking.
Current studies reveal that other factors not considered in the existing research could be crucial
influences on the usage of dietary supplements (DS). The theory of planned behaviour (TPB) framed
this study and addressed the gap in knowledge by exploring the beliefs of South African MVS users
and non-users towards MVS usage, their perceived health status and the value they place on health.
Additionally, unlike many previous studies on DS, this study focused exclusively on the MVS subcategory
and did not limit its focus to university students or females only.
The study followed a descriptive research design that adopted a quantitative approach. Using the mall
intercept technique, a convenience sample of 385 participants aged 18 years and over was selected from
shopping malls in the greater Durban area. Self-administered online questionnaires were utilised to
gather data on respondents’ multivitamin usage patterns and the factors influencing such usage.
The main findings of the study indicate that MVS users had lifestyle characteristics associated with
health. MVS user groups placed a high value on health; however, non-users tended to have a slightly
higher perceived health status than users. Overall, users had stronger behavioural beliefs towards MVS
consumption than non-users; however, both user groups showed positive attitude scores toward MVS
consumption. Doctors were the only subjective norm to exert positive social pressure on users and nonusers
to consume MVS. Non-users were more price-sensitive when picking an advanced MVS than
users. Both user groups preferred a gender- and lifestyle-specific MVS.
Description
Masters Degree. University of KwaZulu-Natal, Durban.
Keywords
Normative belief.