Consumer Behavior, Corporate Image, and Product Attributes of Herbal Inhalers and Herbal Balms: The Case of Thosakan Nakhas Products SCG Grand Martech Co., Ltd.
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Abstract
This study examines the influence of demographic characteristics on consumers purchasing behavior, perceptions of corporate image, and evaluations of product attributes in relation to Thosakan Nakhas herbal inhalers and herbal balms. Specifically, the study investigates the relationships between demographic factors and purchasing behavior, perceptions of corporate image, and the importance attributed to product characteristics in consumers’ purchase decisions. A quantitative research design was employed. Data were collected through a structured questionnaire administered to 400 consumers who had purchased or used Thosakan Nakhas herbal inhalers and herbal balms. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, together with inferential statistics comprising the Chi-square test, independent-samples t-test, and one-way analysis of variance (ANOVA). Statistical significance was determined at the 0.05 level. The findings indicate that the majority of respondents were female, aged 31–40 years, held a bachelor’s degree, earned a monthly income between THB 20,001 and 40,000, and were employed in the private sector. The results further demonstrate that demographic characteristics significantly influence consumer purchasing behavior. Gender, age, educational attainment, income, and occupation were found to be significantly associated with purchasing behavior. In addition, perceptions of corporate image differed significantly according to educational attainment, income, and occupation. Significant differences were also observed across demographic groups regarding the importance assigned to product attributes when making purchase decisions. These findings suggest that demographic characteristics play a critical role in shaping consumer responses to herbal healthcare products and provide valuable insights for the development of market segmentation and positioning strategies.
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