ANALYSIS OF HERBAL BALM CONSUMERS BEHAVIOR

Abstract

Abstract

This research aimed to study and analyzed the behavior of herbal balm consumers, examined the motivation behind purchasing herbal balm, and suggested product development guidelines and marketing plans for herbal balm businesses that align with consumer behavior. Data was collected from a sample group of 400 herbal balm consumers. The study found that ointment balm is the most popular, typically packaged in glass or plastic bottles. Most consumers use it in the form of topical application and prefer the peppermint scent. The primary purpose of purchase is personal use, with consumers prioritizing the product’s properties as the main reason for their purchasing decisions. Most purchases are made in quantities of one item per transaction, with a budget not exceeding 100 baht. The frequency of purchase depends on the convenience of the user. The most popular promotional strategy is price reduction, and most consumers decide on purchases independently. Convenience stores are the preferred place to buy herbal balm, while the internet is the most significant source of information influencing purchasing decisions. The study also found that the most pull factor motivating is the product's properties, while the push factor motivating is its use in relieving health problems and illnesses. Based on these findings, the study suggests guidelines for product development, strategies for target group penetration, and marketing strategies designed to align with herbal balm consumer behavior.