Consumer attitude towards the usage of herbal products

• Main Author: Ahmad Ammar, Shahida Nurain
• Format: Project Paper Report
• Language: English
• Published: 2018
• Online Access: http://psasir.upm.edu.my/id/eprint/89757/1/FP%202018%2043%20IR.pdf; http://psasir.upm.edu.my/id/eprint/89757/

Herbal product is commonly used worldwide for many purpose such as for health care or cosmetics. Then, attitude is one of the main factor that change consumer towards the usage of herbal product. Thus, as marketer it is important to know consumer attitude towards the usage of herbal product. This study were conducted to analyse the level knowledge and beliefs, the association between socio-demographic with the usage of herbal products and the factor that influence consumer based on marketing mix. There are several of factors that effect on consumer attitude. A survey was conducted in Ipoh, Perak involving 400 respondents. The structure of questionnaire were closed ended question, multiple choice question and Likert scale question. Data was analysed by using descriptive analysis, mean score, chi-square and factor analysis. Results show that many consumer consume herbal products instead of modern alternatives. Results indicates that most respondents were satisfied with the outcome of herbal products. The level of knowledge and beliefs among the consumer effect on consumer attitude towards the usage of herbal products. Marketing mix influence consumer’s usage towards herbal products. There is need in improvement the safety of herbal products. Promoting campaign can be done to attract consumer to buy herbal products.