Community Marketing Ingredients that Affect the Purchase of Processed Herbal Products in Lopburi Province
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Abstract
The objectives of this research were to 1) identify community marketing ingredients that affect the purchase of processed herbal products in Lopburi Province; and 2) compare strategy marketing ingredients that affect the purchase of processed herbal products classified by demographic characteristics. The sample group consists of 400 medicinal plant consumers in Lopburi Province. The sample was selected using a simple random sampling method. The instrument used was a questionnaire with a reliability of 0.87. Statistics were used using percentages, averages, standard deviations, and analysis of variance. Data were analyzed using frequency, percentage, mean, and standard deviation T-tests and analysis of variance. The research results found that community marketing strategies affect consumers' selection of processed local herbal products. The overall picture is at a moderate level when considering each aspect. It was found that price side, product side, distribution channel marketing promotion, and consumer opinions affect the selection of processed herbal products by consumers of different genders. There are different opinions. As consumers with age, marital status, education level, and average monthly income have an opinion on the overall picture, they are significantly different at each level at 0.05.
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