Influence of 4Ps Marketing Strategy Factors on the Decision to Purchase Traditional Chinese Herbal Health Tea among Consumers in Bangkok, Thailand.
Keywords:
4Ps Marketing Strategy, Purchase Decision, Chinese Herbal Tea for HealthAbstract
This study aims to examine the level of personal factors, the marketing mix (4Ps), and the decision-making process regarding the purchase of Chinese herbal tea for health among residents in Bangkok, Thailand. It also aims to investigate the influence of the marketing mix (4Ps) on the purchase decision-making process of Chinese herbal tea for health in this population. The sample size was determined using Taro Yamane’s (1973) formula for unknown population sizes at a 95% confidence level, resulting in a total sample size of 500 participants. The research tool used for data collection was a questionnaire. The first item of the questionnaire served as a screening question. Data were analyzed using frequency, percentage, mean, standard deviation (S.D.) and multiple regression analysis.
The research findings revealed that the product factor had the greatest influence on the purchasing decision process, followed by distribution channels, price, and promotion. The analysis indicated that the 4Ps have a positive and statistically significant impact on the purchasing decisions of people in Bangkok. Businesses should focus on improving product quality and expanding distribution coverage to encourage repeat purchases and build long-term brand loyalty.
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