THE MARKETING MIX FACTORS INFLUENCING CONSUMERS’ PURCHASE DECISIONS OF THAI HERBAL PRODUCTS VIA THE INTERNET IN UDON THANI PROVINCE

Abstract

This study aimed to examine the effects of marketing mix factors (Product, Price, Place, Promotion) on consumer decision-making for purchasing Thai herbal products online in Udon Thani province. The sample consisted of 400 consumers selected using convenience sampling, and data were collected through questionnaires. The data were analyzed using mean, standard deviation (S.D.), and multiple regression an alysis. The results revealed that consumers considered all marketing mix factors highly important, with mean scores ranging from 3.92 to 4.02. The overall ranking of importance was Price, Promotion, Place, and Product. Detailed findings indicated: Product: Consumers emphasized the quality of raw materials and outcomes that meet expectations. Price: Clear pricing, no hidden fees, and valuable promotions influenced purchasing decisions. Place: Easy of finding products and multiple delivery options affected consumer decision-making. Promotion: Comprehensive advertising/content, credible influencers, and real user reviews impacted purchase decisions. These findings can be applied to develop effective online marketing strategies for Thai herbal product businesses, enhancing consumer satisfaction and encouraging purchase decisions.