Causal Factors Influencing Consumer Loyalty to Tosakan Nakas Herbal Inhalers and Balms: A Case Study of SCG Grand Martech Co., Ltd. in Bangkok, Thailand.
Causal Analysis of Consumer Loyalty to Tosakan Nakas Herbal Products: A Case Study in Bangkok, Thailand
คำสำคัญ:
Herbal Inhaler, Herbal Balm, 7Ps of Marketing Mix, Product Image; Consumer Loyaltyบทคัดย่อ
This research aims to (1) investigate the causal factors influencing consumer loyalty toward herbal inhalers and balms produced by Tosakan Nakas, a brand under SCG Grand Martech Co., Ltd., in Bangkok, Thailand, and (2) propose practical guidelines for developing these influential factors. The study employed a mixed-methods approach, integrating both quantitative and qualitative methodologies to obtain a comprehensive understanding of consumer behavior. In the quantitative phase, a structured questionnaire was distributed to a quota-sampled group of 433 consumers residing in Bangkok. The collected data were analyzed using descriptive statistics and Structural Equation Modeling (SEM) to examine causal relationships among variables. In the qualitative phase, semi-structured interviews were conducted with eight executives and marketing managers from the company to gain in-depth insights into strategic perspectives and managerial practices.The findings revealed that the 7Ps of the marketing mix significantly influence product image (β = 0.95), and product image, in turn, has a strong positive effect on consumer loyalty (β = 0.92). Additionally, the 7Ps of the marketing mix indirectly influence consumer loyalty through product image (β = 0.88). The proposed model explains 82% of the variance in consumer loyalty, indicating high explanatory power.Guidelines for enhancing consumer loyalty include maintaining rigorous quality and safety standards for herbal products; designing modern, user-friendly packaging that highlights key herbal ingredients; developing unique scents and product features tailored to consumer preferences; implementing sales promotions and digital marketing activities; strengthening brand communication to build a trustworthy image; and providing consistent after-sales and customer service to foster long-term relationships
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