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Krachai-dam has been used as a household remedy among minorities, named Mong, for more than 100 years. It was found from the consumer survey that percentages of previous users, present users, and non users were 30, 10, and 60, respectively. The most indicative parameters, from logistic regression model, for individuals who would have consumption experiences were gender and age. Males were 2.8 times more likely to have consumption experiences than females. The effect of age indicated that for the group of 25-50 years old and older than 50 years old, there were 3.8 and 4.2 times more to have consumption experiences than those less than 25 years old. The consumer preference ranking for the product in the future was capsule, sachet, alcoholic mixture, and wine, in favorable order. However, at least 10% of users have still consumed Krachai-dam products. Therefore, it is needed to repositioning the market to reactivate the market which may be performed by changing the consumer’s perceptions to health enhancer indication especially in the working group.
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