Paper Title
THE IMPACTS OF MARKETING MIX TOWARD BUYING BEHAVIOR OF HERB’S PRODUCTS IN THAILAND

Abstract
This research is survey research by using the questionnaire as a tool to collect a primary data with 400 customers who ever used herbs products. Descriptive statistics including percentage, mean, and standard deviation were used to analyze general information and using t-test, F-test and Pearson’s Correlation Coefficient for hypothesis test. Research results found that 1) the most samples were woman with 36-45 years old, single, bachelor degree and companies’ employee with average income$570 per month. They bought herbs’ products less than once a month and paid less than $15 per purchased. 2) the most of samples had high level of opinion toward marketing mix of herbs’ products. Major was product factor. 3) Benefit from using herbs’ products was the most motivated factor of purchasing. 4) Group of samples known products from relative informed. The regular product purchased was herbs’ medicine from herbs’ shop. They read instruction label before use the products and got information from personal medium. 5) Hypothesis test found that the different Age and occupation affected to the marketing mix overall significantly different at the statistical level of 0.05. 6) The consumer behavior of herbs purchased related with overall marketing mix significantly different at the statistical level of 0.01 and the correlation relationship was the same direction. The suggestion of this study was included the business should encourage perception of herbs’ product benefit by using IMC marketing. Keywords - Consumer behavior, Herbs’ product, Marketing Mix