An Investigation of Marketing Communications Influencing with Traditional Chinese Medicine Nakhon Ratchasima College

Abstract

This research was to 1) study the factors marketing communications that affect for decision making treatment by Traditional Chinese medicine in Nakhon Ratchasima College 2) study the factors of cognitive of patient who treatment by Chinese medicine, and 3) study level of image for treatment by Chinese medicine that effected decision making. The study is quantitative research by using questionnaire. The population was whom using treatment by Chinese medicine at Inthanin Clinic Nakhon Ratchasima College. The research was conduct from June – November 2021 total 180 people. The research tool was the estimate rating–scale questionnaire. The statistics used in data analysis were the percentage, mean, Standard Deviation, Pearson's correlation coefficient analysis and multiple regression analysis. The research findings were:
1. The level of marketing communications that effected decision making for using treatment by Chinese medicine. For each aspect when sort the average from highest to lowest were sales person, the promotion and public relations respectively.
2. The users have a cognitive form treatment by Chinese medicine research found that acupuncture, cupping therapy and moxibustion have high levels of cognitive respectively.
3. The users who treatment by Chinese medicine learning image of Nakhon Ratchasima College in high level. From research found that Traditional Chinese medicine well known for a longtime, Chinese medical personnel capable and the variety for treatment of Chinese medicine respectively.
4. Factors of marketing communications influence image of Chinese medicine for users who using services of Inthanin Clinic compound of promotion, activities for opening stores and clinic, using social network to gain attention, advertising via internet and advertising via print advertising significantly at .01