ทัศนคติของผู้ชายในอำเภอเมืองเชียงใหม่ต่อผลิตภัณฑ์ สมุนไพรบำรุงผิวหน้า

Abstract

This study aimed to study attitude of men in Amphoe Mueang Chiang Mai toward herbal facial care products. Population of this study was identified to 300 male consumers who applied herbal facial care products at least once in a day and resided in Amphoe Mueang Chiang Mai. Questionnaires were used to collect data. Data analysis was conducted by the use of descriptive statistics, consisting of frequency, percentage and mean. The findings showed that all respondents were male, mostly graduated in bachelor’s degree, and most worked as private company employee, who earned monthly income at the average amount of 15,001-20,000 Baht. According to behavioral study, the findings presented that most of them had applied facial care products for more than 2 years with the frequency of at least once in a day. They mostly purchased the facial care products at once in 2-3 months and spent for the products at the amount of 200-399 Baht in each purchase. They mostly purchased the products at supermarket/modern trades. Type of products that they applied was night cream/lotion. Reason of using the product was to enrich facial skin. Most of them used to apply herbal facial care products. Reason of applying this herbal facial care product was to be more harmless as it was made from natural extracts. The majority consumed the international brands of herbal facial care product such as Nivea and L'Oréal. The results of the study on attitude element presented that most respondents had correct cognitions toward herbal facial care products and their top cognition was for the aspect saying that the product must be guaranteed by the Food and Drug Administration or other standards, including GMP. In contrast, they lacked of correct cognition the most on the aspect saying the most herbal extracts had problem on stability, which might cause the short useful product life and the lower efficiency for skin treatment. The results of the study on affective element presented that overall respondents agreed and were pleased with qualities of the herbal facial care products. In product factor, the respondent highly agreed that the product must be guaranteed for its standard and reliable. In price factor, the respondents agreed that the product should have reasonable price comparing to its distinct qualities to other general facial care products. In place factor, the respondents agreed that the herbal facial care products should be distributed in large department stores. In marketing communication factor, the respondents agreed that advertisements through media such as television, radio, and printed media would help promoting the herbal facial care products. The results of the study on behavioral element presented that in the future, the respondents tended to apply the herbal facial care products and recommended it to others.