The attitude of young Thai women aged between 22-39 years of age towards Thai imported facial drugstore cosmetics

Name: Pim Boonyavanich

keyword: Cosmetics

; Drugstore cosmetics

; Thai women consumers

; Decision making process

; Imported cosmetics

Abstract: Cosmetics have become a big part of women’s lives. According to the research from Kasikorn Bank, Thailand is one of the biggest cosmetic manufacturers in the region with a USD 4 billion market value and is one of the fastest growing markets in the world with a 10% annual growth rate. Drugstore cosmetics play a big role in the Thai beauty community thanks to the variety of products and the affordable prices. Still, Thai drugstore brands are frequently seen as inferior to imported brands due to many factors including the country-of-origin effect. Some Thai brands choose to manufacture their products elsewhere and import them back to in order to market the the products as imported from other countries. (Kasikorn Research, 2017) This research project aims to understand Thai women’s attitudes about how they think of drugstore cosmetics and Thai imported drugstore cosmetics. Important factors to be investigated include learning what triggers consumers to purchase cosmetics, the decision making process and influences that impact customers prior to purchase. In addition, this project aims to discover the core attributes that consumers value in drugstore cosmetics, as well as the market attitude towards imported drugstore cosmetics. The research methodologies that this research used are both qualitative - secondary data, observation, in-depth interviews, as well as quantitative – primarily by the results of a survey questionnaire. The online survey questionnaire was distributed to 236 respondents. The Statistical Package for the Social Sciences (SPSS) program was implemented to analyze the data from the survey. The findings from the survey showed that the majority of young Thai women consumers of facial drugstore cosmetics were 22 – 29 years old. They were categorized into 3 groups based on different lifestyles and beliefs. Customers who rely on friends tended to be more price sensitive and paid attention to the packaging of the products they were considering to purchase. At the same time, the claim of “imported” products seemed be less important to consumers than it once was. This research will allow people who are manufacturers, distributors, and sellers to have a better understanding of the brand perception in the eyes of consumers so they can deliver the right message to the target consumer for their business and maximize sales.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Smith, Malcolm C.

Role: advisor

Created: 2017

Modified: 2021-04-27

Issued: 2021-04-27

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2017.467

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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