The objectives of research “The Marketing Mix Factors Affecting Consumer's Behavior for The Herbal Product” were to study the satisfaction in consumer cosmetics and dietary supplements from Clitoria Ternatea Linn extract, to determine the Marketing Mix factors that influence purchasing decisions, to analyze and recommend the marketing situation and to create marketing strategies for future herbal product.
The research methodology was questionnaires. The parametric sample were consumers who bought cosmetics and dietary supplements from Clitoria Ternatea Linn extract in Muang District Chiang Mai, amount 400 persons. Statistics used on the sample group in this research included percentage, average, and standard deviation. Statistics used to test the hypothesis the difference between the average of two populations of independent and test by ANOVA a population of more than two groups and the difference used to test by Least Significant Difference.
The results of this research found that the majority of sample were female, aged between 20-39 years old, education level mostly were Bachelor Degree, Marriage status mostly were single, occupation mostly were businessman, income level mostly were 10,000-20,000 Baht. The consumers emphasize the consumer cosmetics and dietary supplements from Clitoria Ternatea Linn extract that should be certified by the Food and Drug Administration (FDA), and had a reasonable price along with the product quality. Consumers were able to purchase at health stores and pharmacies. The consumers also noticed the marketing promotion for the products. The most important product was the day-night facial cream. The most important reasons for consumers to purchase the product were the non-chemical ingredient and the ability of making their own decision.