Consumer Attitudes and Behaviors Influencing Perceived Benefits of “Tosakan Nakas” Herbal Balm: A Case Study of SCG Grand Martech Co., Ltd.

Abstract

This study investigates the factors influencing consumers’ perceived benefits of the “Tosakan Nakas” herbal balm produced by SCG Grand Martech Co., Ltd. The research objectives are threefold: (1) to examine the effects of demographic differences on perceived benefits, (2) to analyze the influence of consumer attitudes toward herbal products on perceived benefits, and (3) to explore the impact of consumer purchasing and usage behaviors on perceived benefits.A quantitative research design was employed. Data were collected from 400 consumers who had previously purchased or used the product, using a structured questionnaire. The data were analyzed using descriptive statistics, including frequencies, percentages, means, and standard deviations, as well as inferential statistics through multiple regression analysis.The findings reveal that selected demographic factors significantly influence consumers’ perceived benefits of the herbal balm. In addition, consumer attitudes toward herbal products and consumer behaviors related to herbal product usage and purchasing were found to have a positive and statistically significant effect on perceived benefits. Among the examined factors, consumer attitudes and behaviors demonstrated a stronger influence than demographic characteristics.The results provide practical implications for herbal product manufacturers and marketers, particularly in developing strategies that emphasize positive consumer experiences, brand credibility, and attitude-building to enhance perceived product benefits.