Abstract
Health supplements have become an important element of staying healthy, preventing diseases, and
improving one's overall health. This cross-sectional study will look into the consumer buying behaviour of
Malaysians when it comes to oral health supplements. The factors of price, brand and reference group
will be studied as the independent variables. Data is collected from 215 respondents through online
questionnaire. The data is statistically analysed using SPSS software version 26. In this research, it is found
that there are significant relationships between consumer buying behaviour and price (p-value = 0.000),
brand (p-value=0.002) and reference group (p-value=0.000). Price is the dominant factor influencing
consumer buying behaviour follows by brand and reference group. This research can help nutraceutical
industry to further understand on factors influencing consumer and re-evaluate its marketing strategy.