A study of consumer's attitude toward buying skin care product through drug stores in Thailand

Name: Warunya Kunapermsiri

keyword: Skin care product

LCSH: Consumers -- Thailand -- Attitudes

; Drug store

LCSH: Consumers' preferences -- Thailand -- Case studies

; Buying decision factors

; Consumer behavior

; Consumers' attitude

Abstract: Skin care product was predicted to generate revenue of 2.2 Billion US dollars by 2019, a 40% value increase from 2012. A distribution channel was an important factor to drive skin care market growth. Consumers were consider more on distribution channels so it was more important for skin care product sellers to matched channels with the preferences of buyers in order to generated more sale revenue. Regarding skin care market trend, the industry growing rapidly led to created consumer concerns of safety, environmental friendly, and non-animal testing. This all link to new product launch was more in between cosmetic and pharmaceutical product (OTC: over the counter product) as a consequence the distribution channel also shift form traditional store to special store or drug store to meet with changed of consumer behavior to get the product from reliable channel. To focus on special store (drug store) channel, what was the right skin care product that suit the most to sell through drug stores, the research was conducted to meet the following objectives ; to understand consumer’s perception on buying skin care product through each distribution channels, to identify consumer profile, to specify skin care product profile in term of skin care type, price and promotion and to determine consumer’s attitudes and behaviors toward buying skin care product which sell through drug stores. Moreover, the research topic is in applied marketing focus on area of marketing knowledge as health opportunities. The data collection covered both exploratory and descriptive research. The samples were people age between 25 – 45 years old who bought skin care product through drug stores in the past 6 months. For exploratory research in-depth interview (male and female) and focus groups were conducted to gain insight information. In addition, questionnaire is used for descriptive research. As a result, consumer perceived drug store as a channels which had reliability of skin care product, high product efficacy and well organize shelf lay out. Consideration factors and skin care product from drug stores were difference in each consumer segment. Consumer segment divided by frequency on buying skin care product ; super heavy buyer, heavy buyer, medium buyer and light buyer. Promotion, product efficacy, product ingredient, product information, doctor and pharmacist recommended, packaging, shelf lay out and country of origin, and these all effect to consumer buying decision. In addition, skin care product from drug stores represent for exclusive skin care brand, doctor and pharmacist recommended, convenience store location to buy, product ingredients from natural and non-allergenic and well organize shelf lay out to find product. There still had skin care product attribute which not at all match with important factors effect on consideration buying factors

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Hutton, James G.

Role: advisor

Created: 2015

Modified: 2021-08-31

Issued: 2021-08-31

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2015.893

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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