Purchasing Behaviors, Brand Images, Expectations, and Purchasing Decision Making on Poompuksa Herbal Products of Consumers in The Baby Boomer, X And Y Generations

Abstract

This research aims to study purchasing behavior, brand image, expectations and the decision to purchase Poompuksa products of consumers of the Baby Boomer X and Y generations. It is a quantitative research done by collecting data in survey research to measure results in one-shot case study by studying the gender population. Male and female, aged 25-76 years and over, who have used Poompuksa brand products for at least 6 months. 400 people in the Facebook Group were tested by purposive sampling, quota sampling and accidental sampling methods. The statistics used to analyze the data include F-test/One-Way ANOVA statistics to test the differences in variables and Regression Analysis and to test the influence on decision making. The results of the study found that the majority were female, followed by males, aged between 25-40 years old, below bachelor's degree, working as company employee with income at 15,000-25,000 baht per month. Most of them are interested in the hair and scalp care category (such as hair color shampoo, shampoo, hair conditioner)  The results of the hypothesis testing found that the perception of the image of Poompuksa in terms of properties has the highest level of awareness. The awareness of expectations of Poompuksa in terms of products, is at the highest level. While, decision to purchase the products from information searching was found at a high level.