THE POTENTIAL OF DEVELOPMENT FOR MARKETING ON THE HERBAL BEVERAGES IN THE NORTHEASTERN

Abstract

There are four main findings in the study. First, the producers do their business in the form of small enterprises. Khon Kean and Loey produce more herbal beverages than other areas. Each enterprise can sell its products more than 20,000 baht per month. The growth rate of marketing is increasing and also has the competitive situation. Second, the production processes of herbal beverages use basic technology and have the seasonal input shortage. Besides, most products bear no quality standards. Third, the factors affecting on consumer purchasing are the quality standards, value of health care, tastes, and sources of production. Fourth, the study concludes with 5 guidelines for the marketing development for herbal beverages: packaging, new product development, quality control of production processes, consumer's need, and brand royalty of products.