Decision Making Process for Buying Herbal Medicines and Food Claimed as Drugs of Chronic Disease Patients in Borabue District, Mahasarakham
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Abstract
Objective: To study the decision-making process for purchasing herbal medicines and food claimed as drugs of chronic disease patients in Borabue District, Maha Sarakham. Methods: This research was a qualitative study collecting the data by in-depth interviews with 14 chronically ill patients in Bo Yai Subdistrict, Borabue District, Maha Sarakham who had purchased and used health products at least one time in the past 3 months. Data collection was conducted from October 2019 to January 2020. Results: The decision-making process for herbal medicines and foods claimed as drugs of chronic disease patients was affected by various factors. Personal characteristics, including income, chronic diseases, existing illnesses and basic knowledge related to steroids affected decision-making in the process of recognizing the problem, evaluation of alternatives, and purchase decision. Reference groups or other people in social circles including friends, neighbors, the close ones, and people giving the interview in radio or television programs affected the process of searching for information and evaluating alternatives. Motivation, belief and direct experience with currently used products affected the final step or the purchase decision. Marketing stimulus in advertising had the greatest impact on the purchase decision process both in information search and alternative evaluation. Conclusion: Knowledge and appropriate beliefs in the selection of safe herbal product and dietary supplements should be strengthened. In addition, the governmental agencies should develop media to educate and raise awareness in choosing safe health products, and should change the form of media to non-printed media. In addition, strong legal action against inappropriate advertising and those selling illegal health products should be taken. Creating a surveillance network for health products within the community is warranted.
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ผลการวิจัยและความคิดเห็นที่ปรากฏในบทความถือเป็นความคิดเห็นและอยู่ในความรับผิดชอบของผู้นิพนธ์ มิใช่ความเห็นหรือความรับผิดชอบของกองบรรณาธิการ หรือคณะเภสัชศาสตร์ มหาวิทยาลัยสงขลานครินทร์ ทั้งนี้ไม่รวมความผิดพลาดอันเกิดจากการพิมพ์ บทความที่ได้รับการเผยแพร่โดยวารสารเภสัชกรรมไทยถือเป็นสิทธิ์ของวารสารฯ
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