The Relationship of Marketing Factors Affecting the Purchase Decision of Herbal Heat Pads for Relieving Office Syndrome Symptoms

Abstract

This research aims to 1) examine the marketing factors influencing the decision to purchase herbal heat pads for alleviating office syndrome symptoms and 2) study the relationship between personal factors of residents in Satun province and the marketing factors affecting the decision to purchase herbal heat pads. The sample consisted of 398 working-age individuals, aged 30–80 years and above, residing in Mueang District, Satun Province, selected using accidental sampling. The research instrument was a questionnaire focusing on the marketing factors affecting the decision to purchase herbal heat pads for office syndrome relief. Statistical tools employed included percentage, mean, standard deviation, chi-square test, and correlation analysis. The findings revealed that 1) the marketing factors influencing the decision to purchase herbal heat pads, ranked from highest to lowest, were promotional factors (4.79±0.43), purchase decision factors (4.73±0.47), and product factors (4.67±0.54). 2) Personal factors significantly influenced the decision to purchase herbal heat pads for alleviating office syndrome symptoms at a significance level of 0.05 across all dimensions, except for price and distribution location. Monthly income and nature of work were found to be related to purchase decision factors, while health service utilization and health conditions were not correlated with any marketing factors.