Marketing Mix Factors Influencing Customers Purchasing Decision for Jinherb’s Herbal balm in Bangkok

Abstract

The purpose of this study is to 1.Study the personal factors that affect the purchase of herbal balm products Jin Herb Of consumers in Bangkok. 2.Study the marketing mix factor in relation to the decision to buy herbal balm products Jin Herb Of consumers in Bangkok. The sample group to use in this research is a group of Consumers who buy herbal balm Jin Herb. Consumers in Bangkok of 400 people. By using a sample-specific method. The tool used to collect data is a five level questionnaire. Statistics used to analyze data include the average percentage value, standard deviation. A Pearson correlation coefficient to test the hypothesis. The results showed that Consumers in Bangkok that make a purchase Jin Herb herbal balm products are mostly female. Age between 30-39 years, working as a private company employee Have a bachelor's degree And have an average monthly income of 10,001 - 20,000 baht, and consumers value marketing mix factors in terms of sales promotion At a high level. The hypothesis testing found that personal factors affecting the purchasing decision differently are personal factors in the monthly income level. With statistical significance at the level of 0.05. And marketing mix factors (4P’s) are related to the purchasing decision Jin Herb herbal balm products from consumers in Bangkok With statistical significance at the level of 0.05