CONSUMER BEHAVIOR IN HERBAL HEALTH PRODUCT PURCHASING AMONG THE ELDERLY IN BANGKOK

Abstract

This research aims to study the purchasing behavior and demand for herbal health products among the elderly. It is a quantitative study with a sample group of 400 individuals aged 60 years and above residing in the top five districts in Bangkok with the highest number of elderly people. A multi-stage sampling method was used, and the research instrument was a questionnaire. Data were analyzed using frequency and percentage statistics. The research findings revealed that the majority of elderly respondents in Bangkok purchase herbal health products because they are natural. They purchase these products twice a month, with health supplements being the most commonly bought type. Family members influence the purchasing decisions, and products are typically purchased from herbal product distributor stores. The expenditure per purchase is between 501 and 1,000 baht, and there is a high demand for products that supplement protein, vitamins, and minerals.