Herb industry: factors influencing the demand of herb products in Kota Bharu, Kelantan / Najibah Mohd Saufi

This research was conducted to fulfill the requirement needed by the Faculty of Business Management, MARA Technology of University. The researcher has selected the topic “Factors Influencing The Demand Of Herb Products In Kota Bharu, Kelantan”. This study will focus on the consumer spending on herb products and what influence them to consume the herb product based. Data has collected by distributed the questionnaire to the consumer who consume herb products in Kota Bharu as the respondents. The Multiple Linear Regression Analysis is used to estimate the influence related between dependent variable (consumer spending) with independent variables (health concerns, chronic illnesses, substitutions). This study also has achieved researcher first objective which is to examine how much do the respondents spend a month on herb product in Kota Bharu, Kelantan. Whereas, the other objective of the study is to determine the main factors that influence the demand of herb products in Kota Bharu, Kelantan. Based on the finding and results analysis, the researcher can conclude that chronic illnesses and substitutions have significant relationship while a health concern has no significant relationship.