Tourist Consumers’ Attitude and Behavior on Innovationed Non-food Herbs Product: A Case of Mouthwash "Ngamlamai" Brand, Nakhon Nayok Province

Abstract

This mixed methods research aimed to 1) find out a level of tourist consumers’ attitude and behavior on innovational non–food herbs product: a case of Mouthwash “Ngamlamai” brand, Nakhon Nayok Province, 2) compare their attitude and behavior’ according to their gender, age, education, status, occupation, and monthly income, and 3) investigate their needs and recommendations on the product. Samples were 297 people who were performed questionnaire which had a reliability of 0.914 under Krejcie; & Morgan table. The other samples were 10 Thai tourists from Bangkok and vicinity area and Thai tourists from upcountry who bought “Ngamlamai” Product Brand.  This sample was specific selected and performed in-depth interview.  The researchers selected in-death interview questions as open ended and follow-up question in order to create in pronto. Statistics used to analyze the data were mean, t-test, F-test (One-way ANOVA), and content analysis.

         The results reveal that

1. The tourists’ overall opinion on attitude and behavior on Mouthwash “Ngamlamai”, Brand Nakhon Nayok Province was at a high level.
2. Gender, age, education, marital status, occupation, and income had no influence on their attitude and behavior.
3. The needs and recommendations of the tourist customers on Mouthwash “Ngamlamai”, brand Nakhon Nayok Province are: 1) the local wisdom on the product effected on buying decision, 2) production processes that are environmental friendly, brand logo, and product packaging are main part in customer buying decision, 3) customer satisfaction toward “Ngamlamai” Brand is a brand loyalty from Nakorn Nayok Tourism, and 4) the product label should include the letter in English to describe target market.