Brand Image Factors Affecting the Buying Decision of Herbal Products in Pathum Thani Province

Abstract

The objective of this research were following (1) To study the difference of personal characteristics factors will result to difference of buying decision on herbal products in Pathum Thani Province. (2) To study the brand image factors affecting the buying decision on herbal products in Pathum Thani Province. A survey questionnaire was used as a tool for data collection with random sample technique with resulted to amount 400 peoples, Especially they must bought herbal products. The statistics used for data analysis were Percentage, Frequency, Average and Standard deviation. The inferential statistic analyze by t-test, F-test and Multiple Regression Analysis

The study showed that most of the responded were female ( = 61.25), aged 21-30 years old ( = 28.50), Bachelor Degrees Education level ( = 62.25), single ( = 46.67), Company employee career ( = 25.25) and average income is 25,001-35,000 bath ( = 37.50). The research results stated that the difference of personal characteristics factors such as gender, age, education level, marital status, occupation and average income were differenced provided same of buying decision on herbal products. For the brand image factors found that benefit, favorability of brand associations, uniqueness of brand association and attitude affect to the buying decision on herbal products in Pathum Thani Province with statistical significance at the level of 0.05