Analyzing the impact of Thai herbal medicine on consumer perception and behaviors: a focus on cough relift products

Abstract

This study utilized a quantitative research approach, gathering data from 143 consumers in Bangkok, Thailand, through online questionnaires. The research employed the Jamovi software for descriptive statistics and regression analysis to investigate the impact of consumer perception, satisfaction, perceived quality, and attitudes towards herbal medicine on their purchase intentions. The results underscore the crucial importance of perceived quality in shaping consumer purchasing choices, with a strong regression coefficient demonstrating its substantial influence. Surprisingly, customer satisfaction did not significantly impact purchase intentions, suggesting that other factors, such as perceived quality, hold a more pivotal role in consumer decision-making. The demographic analysis uncovered a notable interest in herbal remedies among younger consumers, aged 25-34, highlighting a shift towards alternative medicinal approaches within this age group. The study emphasizes the crucial role of perceived product quality in the consumer decision-making process for Thai herbal cough relief products. It suggests that manufacturers and marketers should prioritize product quality and efficacy to fulfill consumer expectations. Additionally, the research reveals a rising trend among younger consumers towards embracing herbal remedies, indicating potential market expansion opportunities.