Market Demand Analysis and Marketing Mix Factors Influenced Purchasing Decisions for Hydrogel Herbal Pain Relief Patches

Abstract

                The analysis of market demand for hydrogel herbal pain relief patches is a part of the research project entitled "Extraction of Active Compounds from Herbal Compresses for the Development of Hydrogel Pain Relief Patches by the Thasud Herbal Group." The objectives of this study were: (1) to analyze the market demand for hydrogel herbal pain relief patches, and (2) to examine the marketing mix factors influencing consumers’ purchase decisions regarding these products. The research utilized a questionnaire as its primary tool. The sample group consisted of 132 customers who used the herbal compress services provided by the Thasud Herbal Group. The statistics used in data analysis were frequency, percentage, mean and standard deviation, and multiple linear regression analysis.

                The findings revealed that the overall consumer perception toward the hydrogel herbal pain relief patch was at a high level (  = 3.93). Among the marketing mix factors, price received the highest average score (  = 4.02), while promotion received the lowest (  = 3.81), indicating that consumers placed great importance on pricing that aligns with product quality and the availability of various price levels to suit individual preferences. The multiple regression analysis revealed that marketing mix factors of promotion, price, and product significantly influenced the purchase decision.
The promotion factor had the highest impact on the purchase decision of hydrogel herbal pain relief patches
(Beta = 0.2767), followed by price (Beta = 0.2578) and product (Beta = 0.0458), respectively. Meanwhile,
the distribution channel factor had no statistically significant impact on the decision to purchase herbal hydrogel pain relief patches, at the 0.05 level of significance.