Demographic Feature and the Perception of Integrated Marketing Communication that Affects the Perception of the Value of Doi Kham Health Food Products of Consumers in the Central Region During the COVID-19 epidemic

Abstract

The purpose of this research was to study demographic characteristics integrated marketing communication awareness that affects the perception of the brand value of Doi Kham health food brands of consumers in the central region during the epidemic of the Covid-19 virus. The population is people who consume Doi Kham brand health food products in the central region because the exact population is unknown. Therefore, a specific sample was selected.  with an error of not more than 0.05 from a population of more than 100,000 people, a total of 400 samples were obtained. The statistics used in the data analysis were descriptive and inferential statistics. The results showed demographic features and awareness of integrated marketing communications through advertising public relations and selling by using a salesperson do not affect the perception of the brand value of Doi Kham health food brands. On the other hand, integrated marketing communication awareness by promotion and direct marketing Affects the perception of the brand value of Doi Kham health food brands statistically significant 0.001