Customer based decision making to quit or not to quit the Radbin herbal medicine production / Thanitta Bunnapaesat= การตัดสินใจบนพื้นฐานของผู้บริโภคที่จะยุติหรือไม่ยุติ การผลิตผลิตภัณฑ์สมุนไพรแรดบิน /ธนิตตา บรรณเภสัช
- หน้า, ตาราง
This study was a combination of qualitative and quantitative research. It was designed to find out the answer for the question that should Radbin quit or do not quit from the herbal medicine production. Radbin was the herbal medicine brand produced by Yathaipesach pharmacy which was located in Saraburi province. The qualitative research was conducted by in-depth interview for two sampling groups. The first group was the existing Radbin’s customers who were interviewed in Saraburi province. The objective of the interview was to understand existing customers’ brand awareness and attitudes toward Radbin, the consuming behaviours and the motivation of their repurchasing. Another group was non-Radbin customer who consume other brands of herbal medicine so that the researcher could find out the potential customers in the market and know their age, gender and preferences. The non-Radbin customers were people who live in Bangkok. The sampling method for the qualitative research was judgemental sampling since the criteria of choosing interviewees were location and herbal medicine usage. The researcher interviewed 25 people for each. For the quantitative part, the data collection tool was online and paper- based questionnaire with close ended questions. The sample size of this research was 300 people. The objective of the qualitative research was to understand how general consumers in Bangkok consume their herbal medicines. The results of the qualitative research were that the majority of Radbin have used Radbin for long period and they trusted in the product quality. All of the existing Radbin customer were satisfied. However, the non-Radbin customers thought Radbin should be rebranded because it looked old-fashioned. They concerned about chemical contamination and addition. For the quantitative part, from 300 respondents there were 206 herbal medicine users. Most of the herbal consumers used the product as laxative for constipation and most of them spent between THB 100 to THB 500 for a purchase.