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Introduction: Recently, people pay attention on having good health and facial skin. Thailand has several plants, which having several biological activities including antioxidation. Many plants were used as ingredients in cosmetic. Objective: To study the consumer behavior in purchasing herbal facial treatment in Khon Kaen province as a case study. Method: The information were mainly compiled by face to face interview, based on the questionnaire, during March to April 2011, from 200 consumers using the SPA service in Amphur Muang, Khon Kaen province. All of data were analyzed by descriptive statistics. Results: Most of consumers were women (86.6%), aged 26 to 35 years (43.8%), government official job (40.8%), and had average income of 5,001-10,000 bath per month (39.8%). The majority of the subjects daily used herbal containing cosmetics (53.4%). The major reason to buy herbal facial treatment products was based on their herbal ingredients (34.8%), They preferred to buy the products from supermarket or convenient store (58.2%) and the subjects liked to get the information as advertised before buying, they selected the products having skin smoothness effect (36%). The cream container packed with 50 milliliter was mostly popular (65.7%), according to it was convenient to carry on . The product with mild and fresh smell was preferred (48.5, 33.4%). The price of product should be between 100-200 Bath (49.8%). In conclusion: the results of this study provide the behavior of consumer buying herbal facial treatment products, which is essential for further product development and marketing promotion.
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