Marketing Mix Factors Affecting Buying Behavior of Thai herbal soap Banjik Spa community enterprise group consumers in Udon thani province.

Author(s) :

Chalida Srisunthron
Udonthani Education Center, Suan Sunandha Rajabhat University

Weerapon Wichayanuparp
Udonthani Education Center, Suan Sunandha Rajabhat University

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Abstract :

The objective of this study was conducted to examine the customer’s behavior and Marketing Mix Factors Affecting Buying Behavior of Thai herbal soap Banjik Spa community enterprise group consumers in Udon thani province. Data was collected 400 participants using questionnaires was analyzed by descriptive statistics, including frequency, percentage, mean and standard deviation. The study revealed that the majority of the participants were single, female, 20-30 years of age, and working as a government employee/ state enterprise employee/ university employee. Most of them had graduated with a bachelor degree and earned an average monthly income of 15,000 – 25,000 Baht. Most of them bought the products for their own personal use and had used herbal products 3 times in the 3 months and spent 1000-1500 Baht each time. The result of the hypothesis test revealed that participants prioritized the promotional factors significantly at a statistical significance of 0.05. The most emphasized mean of product purchases high multifunction, promotional factors was the advertisement of herbal products on radio, television, the availability of convenient places for herbal and a reasonable price for their quality. Keywords: Marketing Factor, Consumer Behavior ,Herbal Soap Product

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