CONSUMER BUYING BEHAVIOR TOWARDS HERBAL-BASED PRODUCTS IN MALAYSIA

Abstract

Remarkable growth in the use of herbal-based products has recently been noted. In
Malaysia, herbal-based product consumption has gained increasing attention by consumers
over the past several years. A variety of factors may influence this increasing trend of
consumption including changes in lifestyle and belief in natural product. The aim of this
paper is to identify the factors influencing the usage of herbal-based products. Data from
four hundred and fifty respondents was collected by means of self-administered
questionnaire, using the snowballing method. The findings revealed that 57.8% of total
subjects have experience in buying herbal-based products. Research indicates that there are
significant differences based on gender, education level and age on the use of herbal-based
products. Other than the attribute and quality of products, the consumption of herbal-based
products are also influenced by both lifestyle and personality of the consumers. With the
growing demand of herbal-based product, Malaysians government as well as the industry
players has to increase their effort in terms of research and consumer education with
respect to herbal-based products. The results of this study will hopefully enlighten the
marketers of herbal-based products and help them in devising appropriate marketing
strategies in targeting consumers in Malaysia.