Demographic factors affecting the purchase decision of foot massage products: A case study of Kham Hai Yai Sub-district Health Promoting Hospital, Ubon Ratchathani Province
Keywords:
Herbal balm, demographics, local products, foot massageAbstract
This survey research aimed to examine the demographic factors influencing the purchase decision of foot massage products to establish guidelines for product development that align with target group needs. The sample consisted of 326 residents living within the service area of Kham Hai Yai Sub-district Health Promoting Hospital, Don Mot Daeng District, Ubon Ratchathani Province. Data were collected between January and February 2026. Statistical analysis was performed using jamovi version 2.6.44, employing descriptive statistics, Chi-square tests to test relationships, and Binary Logistic Regression analysis to identify predictive factors, with a statistical significance level set at 0.05.
The results revealed that the respondents had a mean age of 51.1±13.5 years, were predominantly female (76.1%), and were mostly farmers (48.8%). Product identity was found to be the most influential factor in purchase decisions (77.0%). Preferred product characteristics included a cooling effect (59.9%), green-colored balm (43.3%), root wood scent (69.9%), glass jar packaging (42.9%), a 30-gram volume (53.4%), and a price range between 51 and 75 THB. Hypothesis testing showed a significant relationship between gender and the price factor (χ² = 4.372, p = .037), with males prioritizing price more than females. Age was significantly related to scent preferences (χ² = 10.493, p = .005), as the younger generation prioritized the scent of herbal balm at a higher proportion than other age groups. Furthermore, price was a significant predictor of purchase decisions (χ² = 14.2, df = 6, p = .028), despite having low predictive power (McFadden’s R² = 0.039). The study suggests that herbal balm products should be developed with a unique identity tailored to community needs, emphasizing production cost control to maintain affordable pricing while diversifying scents to attract younger consumers.
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