การพัฒนารูปแบบการจัดจำหน่ายผลิตภัณฑ์เสริมอาหารสมุนไพรทางออนไลน์ Development of Online Distribution Plan for Herbal Supplements

Abstract

          The purposes of this study were to determine: 1) marketing mix factors affecting the decision to buy herbal supplements online, 2) the process of making the decision to buy herbal supplements online, 3) compare the decision to buy herbal supplements online classified by personal data, and 4) finding the relationship between marketing mix factors and decision to buy herbal supplements online. The sample group was 400 customers who bought supplements online by using a questionnaire as a research tool and statistics used were percentage, mean, t-test, f-test, one-way ANOVA, Pearson correlation, and multiple regression analysis.

          The results showed that most of the respondents were female, aged 23-30 years old, a bachelor degree level of education, marriage status, worked for state enterprise and earned an average monthly income of 20,001-30,000 baht. The marketing mix factors were at a very important high level.  The overall picture of the opinions on the decision-making process of buying herbal supplements online was at a high level. The differences in gender, age, status, family, education, occupation, and average monthly income had different decisions. The marketing mix factors correlated with the decision to buy herbal supplements online and the relationship was very high in the same direction. The marketing mix factors of distribution channels, marketing promotion, personnel, operation process, and physical appearance influenced the decision to buy herbal supplements online with statistical significance at the level of 0.05.

          Suggestions from the studies of online herbal supplements distributors should focus on the selection of products with well-known brands certified by government agencies. Specify product details and guarantee the quality of the product. Determine the price of the product in accordance with the quality of the product and there are multiple prices set according to the quality and differentiation of products to provide an alternative for consumers.  Organize distribution channels that consumers recognize and use easily, such as Line @, Page Facebook, and Messenger. Organize products into categories that were easy to select. The process of choosing a product is simple and not complicated. Arrange sales staff who have knowledge of products in answering services. Provide product delivery in ways that are fast and reliable.