Formats of Media for Herbal Hot Compress Products in the Sena Nikhom, Bangkok

Abstract

This research aims to develop formats of media to enhance marketing and brand image for herbal compress products, and examine the impact of such media on consumers’ purchase decisions regarding herbal compress products. The study adopts a research and development (R&D) methodology and is structured into four conceptual phases: 1) R1: Literature review and analysis of marketing communication theories; 2) D1: Development of four types of promotional media: short clips, video, posters, and brochures; 3) R2: Implementation and experimental use of the media; and 4) D2: Refinement and finalization of the promotional media. The primary data sources include ten elderly members of the “Praipan” Herbal Community Enterprise in Sena Nikom 2 Community and 411 general consumers. Research instruments consist of questionnaires. Data were analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation, as well as multiple regression analysis to identify the factors influencing purchase decisions.

The research findings indicate that the herbal compress product from “Praipan” is a new product currently in its introductory stage. The researcher collaborated with the community group to plan communication strategies, focusing on digital marketing through social media. Content included a short video series titled “The New Generation Embraces Thai Herbs”, and video titled “Praipan Herbal Series”, posters, and brochures. The storytelling and content marketing approaches were applied in the media design. Overall, consumer satisfaction with all four types of media was high. The video received the highest average satisfaction score ( = 4.48, S.D. = 0.52), followed by the brochure ( = 4.44, S.D. = 0.53), and the herbal compress poster ( = 4.31, S.D. = 0.57). In terms of purchase decision satisfaction after media exposure, the overall satisfaction level was also high ( = 4.28, S.D. = 0.63). The highest-rated item was that the media positively influenced participants’ attitudes toward the herbal compress ( = 4.39, S.D. = 0.63), followed by increasing interest in the product ( = 4.30, S.D. = 0.64). The lowest-rated items, with equal means, were media-induced purchase decisions ( = 4.21, S.D. = 0.70) and intention to recommend the product to others ( = 4.21, S.D. = 0.63). The results of the evaluation of promotional media formats influencing consumer purchase decisions for herbal compress products revealed that the most influential factors, ranked in descending order, were the brochure (SuD2) and the video (SuC), respectively. Based on these findings, two predictive regression models were formulated as follows: 1) ỹ = .315SuC + .214SuD2 and 2) Z_Y = .237*Z_SuC + .240*Z_SuD2   

This research aims to develop formats of media to enhance marketing and brand image for herbal compress products, and examine the impact of such media on consumers’ purchase decisions regarding herbal compress products. The study adopts a research and development (R&D) methodology and is structured into four conceptual phases: 1) R1: Literature review and analysis of marketing communication theories; 2) D1: Development of four types of promotional media: short clips, video, posters, and brochures; 3) R2: Implementation and experimental use of the media; and 4) D2: Refinement and finalization of the promotional media. The primary data sources include ten elderly members of the “Praipan” Herbal Community Enterprise in Sena Nikom 2 Community and 411 general consumers. Research instruments consist of questionnaires. Data were analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation, as well as multiple regression analysis to identify the factors influencing purchase decisions.

The research findings indicate that the herbal compress product from “Praipan” is a new product currently in its introductory stage. The researcher collaborated with the community group to plan communication strategies, focusing on digital marketing through social media. Content included a short video series titled “The New Generation Embraces Thai Herbs”, and video titled “Praipan Herbal Series”, posters, and brochures. The storytelling and content marketing approaches were applied in the media design. Overall, consumer satisfaction with all four types of media was high. The video received the highest average satisfaction score ( = 4.48, S.D. = 0.52), followed by the brochure ( = 4.44, S.D. = 0.53), and the herbal compress poster ( = 4.31, S.D. = 0.57). In terms of purchase decision satisfaction after media exposure, the overall satisfaction level was also high ( = 4.28, S.D. = 0.63). The highest-rated item was that the media positively influenced participants’ attitudes toward the herbal compress ( = 4.39, S.D. = 0.63), followed by increasing interest in the product ( = 4.30, S.D. = 0.64). The lowest-rated items, with equal means, were media-induced purchase decisions ( = 4.21, S.D. = 0.70) and intention to recommend the product to others ( = 4.21, S.D. = 0.63). The results of the evaluation of promotional media formats influencing consumer purchase decisions for herbal compress products revealed that the most influential factors, ranked in descending order, were the brochure (SuD2) and the video (SuC), respectively. Based on these findings, two predictive regression models were formulated as follows: 1) ỹ = .315SuC + .214SuD2 and 2) Z_Y = .237*Z_SuC + .240*Z_SuD2