The Study of Marketing Mix Affecting Purchasing Thai Herbal Soap Products in Wang Thonglang District, Bangkok Metropolis
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Abstract
This research aimed to study and compare personal factors affecting the selection of soap products containing Thai herbal ingredients, based on assumptions and empirical data. The sample group was people in Wang Thonglang area, Bangkok. Sampling technique was used to draw 400 subjects. The instruments used were questionnaires as a tool for data collection. The confidence of the questionnaire was 0.84. Data were analyzed using statistical packages, such as frequency distribution, percentage, mean and standard deviation. The reference statistics were analyzed by T-test and one-way ANOVA analysis of variance. The results showed that the average score of the overall Thai herbal soap product marketing mix was at a moderate level. The results of comparing different personal factors were age, education level and the income of different income had a statistically significant difference in the use of Thai herbal soap products, products and promotions was statistically significant at 0.05 level.
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