Product Awareness, Usage Behaviors, and Marketing Mix Factors Influencing Purchasing Decision Making on Products Made from Areca Sheaths

Abstract

          The objective of this research was to study product awareness, usage behaviors, and marketing mix factors influencing purchasing decision-making regarding products made from areca sheaths. This study employed a quantitative research approach using a survey method. Data were collected from consumers interested in environmentally friendly products and intended to reduce plastic usage. The target respondents included office workers, housewives, students, restaurant and café owners, event organizers, public and private sector organizations, community enterprises, farmers, and environmentalists which totals 400 participants. The sampling methods consisted of purposive sampling, quota sampling, and accidental sampling. Data were analyzed by using descriptive statistics, F-test/One-Way ANOVA, and multiple regression analysis.

         The results also showed that the majority of respondents became aware of areca sheath products through mass media. However, the highest number of respondents, 172 people (43.0%), reported that they had never received any news or information about areca sheath products through mass media. The second most common source was television was 96 respondents (24.0%), while the least common source was local radio was only 12 respondents (3.0%).

          The hypothesis testing results indicated that 1. Respondents with different demographic characteristics, such as age groups, exhibited differences in their need to receive news and information about areca sheath products through various mass media channels, 2. Respondents with different demographic characteristics, particularly those with varying average monthly incomes, had different preferences for receiving news about areca sheath products through mass media channels, 3. Consumers in different age groups showed variations in their preferences for receiving information about areca sheath products through online media, 4. Consumers of different ages had differing perceptions regarding the key issues associated with areca sheath products and, 5. Consumers in different age groups varied in terms of the sources they regularly used to receive information about areca sheath products. These findings suggest that consumer demographics play a significant role in product awareness and information reception. Due to the enhancement of awareness and adoption of areca sheath products, businesses and policymakers should develop targeted marketing strategies that align with the media consumption habits and preferences of different demographic groups. Additionally, emphasizing the environmental benefits of these products through digital marketing initiatives may effectively increase engagement and adoption, particularly among environmentally conscious consumers