3-in-1 Soap Demand among Generation Y Consumers in Bangkok Metropolitan Area
Article Sidebar
Main Article Content
Abstract
This research is conducted in quantitative method in order 1) to investigate the purchasing behaviors of soap among Generation Y consumers 2) to investigate the demand for 3-in-1 soap among Generation Y consumers in Bangkok Metropolitan area. In the study of the marketing strategy will be associated with the marketing mix or 4P’s, i.e. product, price, place and promotion. The research instrument for this study is questionnaire. Related statistics used in analyzing data include descriptive statistics and cross-tabulations.
The results showed that consumers have a positive demand for 3-in-1 soap product. The marketing mix factors were scored at a high level in all aspects as follows: price, product, place, and promotion.Article Details
References
Chinklaokumjorn, J. & Kongsawaskiat, K. 2011. Buying Decision Making Factors in Bar Herbal Soap in Bangkok Area , pp. 58. Bangkok.
Euromonitor International. 2014. Bath and Shower in Thailand. Retrieved from http://www.euromonitor.com/bath-and-shower-in-thailand/report
Gaiyawan, Y. 2006. Statistics for research. Bangkok: Pimdee Company Limited, 2006.
Gerald M. Katz. 2001. “One Right Way to Gather the Voice of the Customer”, PDMA Visions Magazine, October.
Griffin, Abbie and John R. Hauser. 1993. “The Voice of the Customer”, Marketing Science, 12 (1), 1-27.
Horovitz, B. 2012. "After Gen X, Millennials, what should next generation be?". Retrieved from http://usatoday30.usatoday.com/money/advertising/story/2012-05-03/naming-the-next-generation/54737518/1
Marketeer. 2014. Soap Industry Market Share. Retrieved from http://marketeer.co.th/2014/07/soap-market-2/
National Statistical Office. 2010. Population by age group and sex, Bangkok: 2010. Retrieved from http://www.nso.go.th/
Needham, Dave. 1996. Business for Higher Awards. Oxford, England: Heinemann.
Nirungsan, P. 2003. A Study of the Association between the Marketing Mix and Attitude and Behavior in using Herbal Soap of Consumers in Bangkok. Master Thesis, M.B.A. (marketing) Bangkok : Graduate School, Srinakarinwirot University, Advisor Committee : Assist. Prof. Supee Limthai, Assoc. Prof. Chusri Wongrattana.
Qualtrics, LLC. 2014. Voice of the Customer. Retrieved from http://www.qualtrics.com/research-suite/voice-of-the-customer/
Samart,T., Rojniruttikul, N. & Sangmanee W. 2012. Marketing Mix for Purchasing Decision of Refill Shower cream of Consumer in Bangkok and its Vicinities, pp. 2. Bangkok.
Sanitwongse Na Ayudhya, P. (2011, March 4). Understanding Thai Gen Y. Retrieved from http://www.nationmultimedia.com/2011/03/04/business/Hi!-Managers-Understanding-Thai-Gen-Y-30150177.html
Sansanit, A. (2010). Development of Liquid Soap with Longan Seed Using Quality, pp. 2. Bangkok.
Siamturakij (2013). Market Overview of Soap Industry. Siamturakij, A 1402
Thirapean W. (2006). Attitude and Behavior Effecting Decision to buy Soap Bar Product in the Bangkok Metropolitan Area , pp. 5. Bangkok.
Tubtimcharoon, N. (2013). Chapter 1. Tembura Vegetable Product Demand Available at Convenience Store , pp. 1. Bangkok.
Wongmontana, A. (2012). City Life Culture. Retrieved from http://culture.pn.psu.ac.th/culture/index.php?option=co m_content&view=article&id=287:2555-01-06-20-m-s&catid=16:2009-12-03-07-03-13&Itemid=50