thai consumer perception about product prices set by
TRANSCRIPT
THAI CONSUMER PERCEPTION ABOUT PRODUCT
PRICES SET BY GENDER-BASED PRICE
DISCRIMINATION
BY
MISS NATTAWAN KITTIDESDAMKERNG
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2018
COPYRIGHT OF THAMMASAT UNIVERSITY
Ref. code: 25616002040332SHK
THAI CONSUMER PERCEPTION ABOUT PRODUCT
PRICES SET BY GENDER-BASED PRICE
DISCRIMINATION
BY
MISS NATTAWAN KITTIDESDAMKERNG
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2018
COPYRIGHT OF THAMMASAT UNIVERSIT
Ref. code: 25616002040332SHK
(1)
ABSTRACT
There are controversially social issues which people are trying to fight for their
equal right. Gender-based price discrimination which female consumers have to pay for
additional cost is one of the controversially social issues in many countries around the
world. Female consumers have asked the government for their equal opportunities.
This project is a contemporary topic in applied marketing that focuses on
societal issue that is important to Thailand. The research objectives included (1) to
understand the price perception of consumers who are office workers about identical
product prices (2) to analyze whether Thai consumers have recognized the gender-
based price discrimination and (3) to identify the purchasing behavior of product prices
set by gender-based price discrimination.
Both qualitative and quantitative methods were applied in this research. For
qualitative research, in-depth interviews were conducted by recruiting six qualified
respondents who were Thai office workers aged between 25 – 55 years old, and
respondents lived in Bangkok area. For quantitative research, the questionnaire was
distributed via survey from March 1, 2019 to March 16, 2019. The method of recruiting
qualified respondents was used the non-probability sampling. The data analysis was
conducted by using Statistical Package for the Social Sciences (SPSS).
Independent Study Title THAI CONSUMER PERCEPTION
ABOUT PRODUCT PRICES SET BY
GENDER-BASED PRICE
DISCRIMINATION
Author Miss Nattawan Kittidesdamkerng
Degree Master of Science Program in
Marketing (International Program)
Major Field/Faculty/University Faculty of Commerce and Accountancy
Thammasat University
Independent Study Advisor Professor James E. Nelson, Ph.D.
Academic Year 2018
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From the qualitative outcomes, this research discovered several major findings.
For example, Thai consumers, first, barely considered gender-based price
discrimination. Second, Thai consumers who were fond of pink would purchase
products in pink without considering the price. The quantitative findings discovered
that overall respondents perceived the prices of shampoos and deodorants for women
were more expensive than shampoos and deodorants for men. However, overall
respondents perceived that moisturizers for men were more expensive than moisturizers
for women.
Marketing managers can adapt this research findings to set product prices for
female and male products, and they can avoid the concern of gender-based price
discrimination.
Keywords: Personal Care Product, Gender Inequality, Gender-Based Price
Discrimination, Social Issue, Female Consumer, Purchasing Behavior
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ACKNOWLEDGEMENT
I keep telling myself whenever I get a precious chance from the ones I love that
“Without one’s support, one’s success cannot be achieved.” I would like to express my
gratitude towards beloved people who stayed with me through ups and downs, who
embraced me when I felt down and who made me believe that there would always be a
silver lining out there waiting for me.
First, I would like to thank my parents who never received an outstanding
academic degree from college, yet they had worked so hard for decades, and saved
every single dime in order to support me and my brother until we, I and my brother,
could achieve academic milestone.
Second, I am so grateful to have worked with the greatest boss, Khun Prasit
Pornpatimakorn, who is smart and humble. He has strong and respectful leadership
skills which I really want to follow his footsteps.
Third, Ajarn James, who helped me to analyze the statistic data and provided
me feedbacks.
Last but not least, thank you, everyone, who helped me to achieve my goals.
Miss Nattawan Kittidesdamkerng
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TABLE OF CONTENTS
Page
ABSTRACT (1)
ACKNOWLEDGEMENTS (3)
LIST OF TABLES (6)
LIST OF FIGURES (7)
CHAPTER 1 INTRODUCTION 1
CHAPTER 2 REVIEW OF LITERATURE 3
2.1 The general information of gender-based price discrimination 3
2.2 Industry of personal care products in Thailand 3
2.3 Consumer behaviors of personal care products in Bangkok 4
2.4 Summary 4
CHAPTER 3 RESEARCH METHODOLOGY 6
3.1 Exploratory research design
Secondary research
In-depth interview
Supermarket visits
6
6
6
7
3.2 Sample size 7
3.3 Recruitment plan 8
3.4 Data analysis 9
3.5 Limitation of the study 10
CHAPTER 4 RESULTS AND DISCUSSION 11
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Page
4.1 Secondary research – key findings 11
4.2 In-depth interviews – key findings 11
4.3 Product price observation on online and offline channels
– key findings
12
4.4 Quantitative Research – Key Findings
4.4.1 Respondent profile
4.4.2 Purchasing behaviors
4.4.3 The overall perception of product prices
4.4.4 Female perceptions of product prices
4.4.5 Male perceptions of product prices
4.4.6 The identification of heavy users
17
17
18
20
20
21
22
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
5.2 Recommendation
5.3 Limitation
5.4 Suggestion for future research
24
24
24
25
25
REFERENCES 26
APPENDICES
Appendix A: In-depth interview questions
Appendix B: Price observation both offline and online channels
Appendix C: Online questionnaire
Appendix D: Frequency table of purchase attributes
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31
56
62
BIOGRAPHY 68
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LIST OF TABLES
Page
Table 1: Sample size and data collection method 8
Table 2: Data analysis method 9
Table 3: The price difference of shampoo between average
price for women and average price for men collected
from Gourmet Market, 7-Eleven, Watsons and Lazada
14
Table 4: The price difference of deodorant between average
price for women and average price for men collected
from Gourmet Market, 7-Eleven, Watsons and Lazada
15
Table 5: The price difference of moisturizer between average
price for women and average price for men collected
from Gourmet Market, 7-Eleven, Watsons and Lazada
15
Table 6: Respondent Profile 19
Table 7: Descriptive analysis result of shampoo purchasing
behaviors
20
Table 8: Descriptive analysis result of deodorant purchasing
behaviors
20
Table 9: Descriptive analysis result of moisturizer purchasing
behaviors
21
Table 10: Paired sample test result of the overall perceptions
towards product prices
22
Table 11: Paired sample test result of the female perceptions
towards product prices
22
Table 12: Paired sample test result of the male perceptions
towards product prices
23
Table 13: Purchase frequency for shampoo 24
Table 14: Purchase frequency for deodorant 24
Table 15: Purchase frequency for moisturizer 25
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LIST OF FIGURES
Page
Figure 1: Research design sequences 6
Figure 2: Recruitment criteria 9
Figure 3: Price comparison of shampoo 16
Figure 4: Price comparison of deodorant 16
Figure 5: Price comparison of moisturizer 17
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CHAPTER 1
INTRODUCTION
Gender inequality has been one of the controversially social issues in many
countries for ages especially in the United States. The gender-based price
discrimination is the notion that the extra charge of women products or services are
costed more than men products and services. There is a global extra price in women
products of 7% compared to the products for men regarding the personal care products
(Antón, Navarro, & Bouzas, 2018). Rising disposable income could boost spending on
skin-care, makeup and accessories because of lower unemployment, rising incomes and
positive consumer sentiments (Singapore Business Review, 2018).
The research about gender-based price discrimination regarding personal care
products in Thailand is difficult to find. Therefore, this study will be beneficial to
readers who intentionally aim to learn about the gender-based price discrimination and
to preserve the gender equality in Thailand. The concept of contemporary topic in
applied marketing will be used in this study.
1.1 Research Objectives
1. To understand the price perception of consumers who are office
workers about identical product prices
This research would basically ask the qualified respondents which
attributes were the most important factors they would consider when
they had to make a purchasing decision for the personal care products.
2. To analyze whether Thai consumers have recognized the gender-
based price discrimination or not when they make a purchasing
decision
As the study would like to deeply understand about the gender-based
price discrimination, the research outcomes would be expected to
analyze whether Thai consumers have recognized the gender-based
price discrimination or not when they purchase personal care products.
3. To identify the purchasing behavior of product prices set by
gender-based price discrimination
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The respondents were asked about the product prices for personal care
products, and they had to assume the prices for both female and male
products. Also, the research would find how male and female
respondents would perceive about the product prices.
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CHAPTER 2
REVIEW OF LITERATURE
2.1 The General Information of Gender-Based Price Discrimination
Price Discrimination by gender is also known as Pink Tax, the notion that
refers to the extra amount of certain women products and services is charged more than
men. (Manzano-Antón, 2018). On average, across five industries, the Department of
Consumer Affairs (DCA) figured out that women’s products cost 7 percent more than
similar products for men: 7 percent more for toys and accessories, 4 percent more for
children’s clothing, 8 percent more for adult clothing, 13 percent more for personal care
products and 8 percent more for senior/home health care products. DCA elaborated that
women’s senior/home health care products cost more 45 percent and men’s products
cost more 13 percent of the time. The study found that men pay more for personal care
products at 18% while women pay more around 42%. (Blasio, From Cradle to Cane:
The Cost of Being a Female, 2015). It is estimated that women are likely to pay more
as high as 13% more for personal care products (Villiers, 2018).
Women spent an extra $1,351 per year in the extra costs and fees (Forbes
Women, 2018). There are nine states where have specifically exempted feminine
hygiene products from sales tax: Connecticut, Florida, Illinois, Maryland,
Massachusetts, Minnesota, New Jersey, New York, and Pennsylvania (Duzor, 2017).
2.2 Industry of Personal Care Products in Thailand
Thailand’s beauty and personal care products market was worth about $4.7
billion (THB154.32 billion) in 2017. The market value of beauty and personal care
products were skincare products (47%), hair products (18%), makeup products (14%)
and personal hygiene products (16%) (export.gov, 2018). The Dermocosmetic brands
is increasing in Thailand because people, for example, are encountering with sensitive
skin. Dermatology clinics launch their own brands (CHAN, 2018). Thailand is
Southeast Asia’s second largest economy which has the gross domestic product (GDP)
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up by 3.9% in 2017, increasing from 3.3% in the earlier year, and predicted to grow at
4.1% in 2019 (Australian Tade and Investment Commission, 2018). The factor which
affects the growing demand in the cosmetic market is the quickly growing middle class
(Loboda, 2013)
2.3 Consumer Behaviors of Personal Care Products in Bangkok
Kotler and Keller (2012) stated that consumer behavior is the study of how
individuals select goods and services to satisfy their needs and wants. Researchers have
suggested that people are more likely to take care of their appearance because of the
lipstick effect. In the times of economic recession, women buy products that uplift their
attractiveness (Neale, 2014). Price is the major factor in motivating consumers to make
a purchase (Kotler & Keller, Marketing Management (12 ed.) , 2006).
Product categories which are more likely to be purchased through both
online and offline channels are makeup and skincare (PURIPUNYAVANICH, 2016).
The Thailand retail sector which consists of retail and wholesale trades plays a major
role in the Thai economy (Ankem, 2005). The popular shopping channels among survey
respondents in Bangkok and Chiang Mai are Hypermarkets (31%), minimarkets (26%),
Mom and Pop Stores (12%), Department Stores (10%), Supermarkets (7%), Street
Hawkers (7%), Specialty Stores (5%) and Online Stores (2%) (Deloitte, 2016).
For Thai buying behavior, ranking of product attributes by importance for
personal hygiene products are safety (17%), trust (16%), overall quality (13%), smell
(13%), health (12%), price (10%), promotion (8%), range (5%), packaging (3%),
innovation (2%) (Ho, 2016). Female shoppers in Thailand who are working are more
prone to be the primary decision makers for household purchases (Bharadwaj,
Chaudhary, Kittikachorn, & Rastogi, 2017).
2.4 Summary
As a summary of the literature review mentioned above, the product price
set by gender-based price discrimination actually exists in many countries but this
social issue has never been examined by any researcher in Thailand. Women’s products
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cost more than men’s products in many categories such as toys and accessories,
children’s clothing, adult clothing, personal care products and senior/home health care
products. In Thailand, the cosmetic market is growing quickly particularly in middle-
class group. Plus, women, especially in Bangkok, are likely to purchase products that
enhance their appearance.
Moreover, consumers in Thailand have multiple channels to get products
such as hypermarkets, minimarkets, mom and pop tores, department stores,
supermarkets, street hawkers, specialty stores and online channels.
Consumers consider many attributes to purchase personal hygiene
products such as safety, trust, overall quality, smell, health, price, promotion, range,
packing and innovation.
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CHAPTER 3
RESEARCH METHODOLOGY
The research used both qualitative and quantitative methods, and was conducted
by using Exploratory Research and Descriptive Research Design. The research design
sequences are shown in the Figure 1 below.
Figure 1: Research design sequences
3.1 EXPLORATORY RESEARCH DESIGN
Secondary Research
Secondary research was done online by considering about gender-based price
discrimination both on international and Thai sources such as New York Times,
Bangkok Post, etc. The academic journals were studied in order to basically understand
about the gender-based discrimination and the differences of purchasing power between
men and women aged between 25 – 55 years old who are Thai office workers and
currently living in Bangkok area such as Google Scholar. Online shopping websites
were useful and reliable information sources which were studied in order to compare
the price difference between male and female products.
In-Depth Interview
In order to validate the findings from secondary research, six in-depth
interviews were conducted during October 1, 2018 – November 5, 2018. Each interview
took approximately 20 – 30 minutes in the comfortable environment with prior 3-
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minute icebreaking. The respondents were allowed to ask questions with the researcher
immediately in case that they had questions. The questions for in-depth interviewed are
displayed in Appendix A.
Supermarket Visit
Supermarket visits were conducted several times both offline and online
channels which were Gourmet Market, 7-Eleven, Watsons and Lazada in order to
investigate the product prices which might be related to gender-based price
discrimination. There were three product categories which had been considered:
shampoo, deodorant and moisturizers. The investigation of product prices from visiting
supermarkets is displayed in Appendix B.
3.2 Sample Size
The sampling plan was well required for this research. For the in-depth
interviews, the total number of 6 respondents aged between 25 – 55 years old who were
living in Bangkok area were recruited from different professional backgrounds. For
descriptive research, the survey questionnaire was examined by the pilot study for 6
respondents in order to verifying the understanding of the survey questions, and the
questionnaire was also further collected for 150 qualified respondents through online.
The question example for questionnaire design is displayed in Appendix C).
Table 1: Sample size and data collection method
Methodology Data Collection
Method Pilot Study
Sample
Size Detail
1. Qualitative In-depth interview - 6 people ▪ 3 male Thai
office workers
▪ 3 female
Thai office
workers
2. Quantitative Online survey
questionnaire
10 people 150 people Thai office
workers aged
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Methodology Data Collection
Method Pilot Study
Sample
Size Detail
between 25 –
55 years old
who are living
in Bangkok
area are
qualified
respondents
3.3 Recruitment Plan
Recruitment Criteria
The qualified respondents for this research will be on Thai office workers aged
between 25 – 55 years old who are currently living in Bangkok area and have purchased
personal care products at least one time within a month. The recruitment criteria is
displayed in the Figure 2 below.
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Figure 2: Recruitment criteria
3.4 Data Analysis
The data analysis for the questionnaire will be done by using the Statistic
Program for the Social Sciences (SPSS). The data analysis method will be examined
by using standard deviation, means, correlation coefficient and other appropriate
statistical analysis methods. Table 2 shows the data analysis method for each research
objective. The data analysis method is displayed below:
Table 2: Data analysis method
Research Objective Data Analysis
Objective Variables
Analysis
Method
1. To understand
the price
perception of
consumers who
are office
workers about
identical product
prices
To determine the
price perception of
consumers who
purchase for
shampoo,
deodorant and
moisturizers
Independent
Variables:
Price perception
Dependent
Variables:
Product price of
identical product
set by gender-
T-Test
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Research Objective Data Analysis
Objective Variables
Analysis
Method
based price
discrimination
2. To analyze
whether Thai
consumers have
recognized the
gender-based
price
discrimination or
not when they
make purchasing
decision
To understand
whether Thai
office workers
aged between 25 –
55 years old who
are living in
Bangkok area have
realized about the
gender-based price
discrimination
Independent
Variable: Age,
Gender
Dependent
Variable:
Perception towards
the gender-based
price
discrimination
T-Test
3. To identify the
purchasing
behavior of
product prices set
by gender-based
price
discrimination
To understand the
purchasing
behavior of
product prices set
by gender-based
price
discrimination
Independent
Variable: Age,
Gender, Purchase
Location
Dependent
Variable:
Purchasing
behavior
Frequency,
Mean, and
Standard
Deviation
3.5 Limitation of the Study
Time limitation can be impactful to the information gathering and conducting
the in-depth interviews. There were four sources for collecting the price of personal
care products which were Gourmet Market, 7-Eleven, Watsons and Lazada. Six in-
depth interviews were conducted by using non-probability convenience sampling
through personal connection.
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CHAPTER 4
RESULTS AND DISCUSSION
4.1 Secondary Research – Key Findings
The price of personal care products set be gender-based price discrimination
seems to actually exist in many countries especially in the United States. According to
the research, women are likely to pay more than men for 42% while men pay more than
women at 18%.
The market of personal care products in Thailand is growing because of the
middle-class expanding. It was worth about $4.7 billion in 2017.
For Thai consumption behavior, Thai people do not consider price as the first
attribute to make a purchasing decision. They predominantly focus on the safety and
trust as the important factors to consider when they want to purchase the products.
4.2 In-Depth Interviews – Key Findings
Due to time constraint, six in-depth interviews were completed to this final
proposal to learn about the consumer perception towards gender-based price
discrimination. All the interviewees are Thai office workers aged between 25 – 55 years
old who are living in Bangkok area.
The Perception towards the Gender-Based Price Discrimination
From six in-depth interviews, none of all interviewees never considered about
the gender-based price discrimination until the interviewer clarified them with the
product examples which might be related to gender-based price discrimination.
Khun Bom, 25-year-old woman, said that “I never heard about the gender-based
price discrimination and I am not sure whether this social issue will actually exist in
Thailand.”
Khun Sattha, 35-year-old man, said that “I never realized that the products for
women are more expensive than the products for men until you elaborated about the
gender-based price discrimination. From now, I will try to consider the price before
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making a purchasing decision in order to see the gender-based price discrimination
will exist in our country.”
The Perception towards Pink Products
The perceptions towards pink products are different. There was one interviewee
who was obsessed with product in pink color would more intention to buy the pink
product than any color even though the pink product would be more expensive.
Khun Pattra, 31-year-old woman, said that “I am very obsessed with pink. If
there were two colors, I would rather choose the pink color even though the product
price is a little bit more expensive than another color.”
The Perception towards Product Price Between Male and Female
Products
From six in-depth interviews, there was only one of interviewees perceived that
some female products would be more expensive than male products even though the
products contain the same quantity especially moisturizers.
Khun Theerarat, 51-year-old man, said that “I think that some moisturizers for
women are more expensive than for men because women care so much about their
appearance, and they are more likely to focus on their face treatment than men.”
To summarize the key findings of in-depth interviews, respondents, first of all,
never recognized about the gender-based price discrimination when they purchased
personal care products. They never heard the terms of gender-based price
discrimination, and they thought that it might not actually exist in Thailand. Second,
respondents had various perceptions towards pink products. They would consider the
color of package for some sorts of products. Last but not least, the female products cost
more than male products only in some categories.
4.3 Product Price Observation on Online and Offline Channels – Key Findings
Result of average price comparison for shampoo with the same
quantity
The key findings from visiting supermarket both offline and online channels
found that the average price of shampoo for men with containing 135 ml., 300 ml., 340
ml. and 450 ml. are higher than the average price of shampoo for women 10.00 baht,
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106.34 baht, 38.00 baht and 38.50 respectively. However, the average price of shampoo
for women containing 480 ml. is higher than the average price of shampoo for men
approximately 22.33 baht. The price difference of shampoo between average price for
women and the average price for men collected from Gourmet Market, 7-Eleven,
Watsons and Lazada is displayed below.
Table 3: The price difference of shampoo between average price for women and
average price for men collected from Gourmet Market, 7-Eleven, Watsons and Lazada
Result of average price comparison for deodorant with the same
quantity
The key findings from visiting supermarket both offline and online channels
found that the average price of deodorant for men with containing 12 ml., 25 ml. and
150 ml. are higher than the average price of deodorant for women 4.00 baht, 16.00 baht
and 38.02 baht respectively. However, the average price of deodorant for women
containing 50 ml. is higher than the average price of deodorant for men approximately
11.60 baht. The price difference of deodorant between average price for women and the
average price for men collected from Gourmet Market, 7-Eleven, Watsons and Lazada
is shown below.
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Table 4: The price difference of deodorant between average price for women and
average price for men collected from Gourmet Market, 7-Eleven, Watsons and Lazada
Result of average price comparison for moisturizer with the same
quantity
The key findings from visiting supermarket both offline and online channels
found that the average price of moisturizer for men with containing 40 ml., 50 ml. and
118 ml. are higher than the average price of moisturizer for women 137.00 baht, 128.36
baht and 64.00 baht respectively. However, the average price of moisturizer for women
containing 100 ml. is higher than the average price of moisturizer for men only 1.15
baht. The price difference of moisturizer between average price for women and the
average price for men collected from Gourmet Market, 7-Eleven, Watsons and Lazada
is displayed below.
Table 5: The price difference of Moisturizer between average price for women and
average price for men collected from Gourmet Market, 7-Eleven, Watsons and Lazada
Result of shampoo price comparison with the same brand
From the price observation for shampoos on online and offline channels, the
price comparison of shampoos subjectively selected the shampoo price for the same
brand (Figure 3) called “Head & Shoulders,” and the result found that Head &
Shoulder Anti-Dandruff Shampoo Ultra Men (Cool Mental) containing 480 ml. which
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costs 219 baht is more expensive than Head & Shoulder Smooth & Silky Selembut
Sutera with strong pink container containing 480 ml. which costs 179 baht.
Figure 3: Price comparison of shampoo
Result of deodorant price comparison with the same brand
For the price observation for deodorants on online and offline channels, the
price comparison of deodorants subjectively chose the deodorant price for the same
brand called “Nivea,” and the result found that Nivea Men Stress Protect with black
container which costs 167 baht containing 150 ml. is more expensive than Nivea Extra
White Serum 150 with pink container which costs 119 baht containing 150 ml (Figure
4).
Figure 4: Price comparison of deodorant
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Result of moisturizer price comparison with the same brand
For the price observation for moisturizers on online and offline channels, the
price comparison of moisturizers subjectively selected the moisturizer price for the
same brand (Figure 5) called “Nivea,” and the result found that that Nivea Men Deep
Whitening with black container which costs 139 baht containing 100 ml. is more
expensive than Nivea Pearl White Caring Whip containing 100 ml. which costs 116
baht.
Figure 5: Price comparison of moisturizer
To summarize the key findings from visiting both offline and online channels,
from the result of offline-channel observation, the average prices of personal care
products for men cost more than the average prices of personal care products for
women. To clarify the result, the researcher subjectively chose the personal care
products between male and female products with the same brand and same quantity.
The research found that the prices of products for men were more expensive than female
products. For example, the price comparison of shampoo between “Head & Shoulder
Anti-Dandruff Shampoo Ultra Men (Cool Mental) containing 480 ml.” and “Head &
Shoulder Smooth & Silky Selembut Sutera containing 480 ml. with dark pink package
found that the prices of shampoo for men cost more than shampoo with dark pink
package. For the price comparison of deodorant, Nivea Men stress Protect containing
150 ml. cost more than Nivea Extra White Serum containing 150 ml. with pink package.
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For the price comparison of moisturizers, Nivea Men Deep Whitening containing 100
ml. also cost more than Nivea Pearl White Caring Whip containing 100 ml.
4.4 Quantitative Research – Key Findings
4.4.1 Respondent Profile (Table 6)
1. The total respondents were 208 respondents. The qualified respondents must be
25 – 55 years old and also live in Bangkok area. Hence, there were 13
respondents (6.31%) who were less than 25 years old, 190 respondents
(92.23%) who were 25 – 55 years old and 3 respondents (1.46%) who were
more than 55 years old. There were 170 respondents (82.13%) who lived in
Bangkok area and 37 respondents (17.87%) who did not live in Bangkok area.
2. There were 171 respondents who could complete the final questions, and all
respondents had conducted the survey via online questionnaire.
3. Among 171 respondents, there were 14 respondents (8.19%) who earned the
income less than or equal to 15,000 baht per month, 43 respondents (25.15%)
who earned 15,001 – 30,000 baht per month, 53 respondents (30.99%) who
earned 30,001 – 45,000 baht per month and 61 respondents who earned more
than or equal to 45,001 baht.
4. Among 171 respondents, there were 14 respondents (14%) who were student, 8
respondents (4.68%) who were the government officer, 105 respondents
(61.40%) who were the corporate officer, 27 respondents (15.79%) who were
the private business owner, 8 respondents (8%) who were unemployed and 9
respondents (5.26%) who were identified as other occupation.
5. Among 171 respondents, there were 94 respondents (54.97%) who were single,
49 respondents (28.65%) who were in a relationship, 25 respondents (14.62%)
who were married, 1 respondent (0.58%) who were either widower/widow and
2 respondents (1.17%) who were others.
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Table 6: Respondent profile
4.4.2 The purchasing behaviors
To understand the perception of purchasing behaviors for personal care products
which were shampoo, deodorant and moisturizer, respondents were asked to rate the
level of important factors. There were five-point scale to rank for each product: (1) not
at all important, (2) slightly important, (3) important, (4) fairly important and (5) very
important. The overall analysis results of each product are displayed in Appendix D.
The analysis result was conducted by using descriptive analysis.
From the result, respondents rated quality (mean = 4.538) as the most important
factor when they have to make a purchasing decision for shampoo followed by brand
(mean = 3.801), smell (mean = 3.743), size (mean = 3.281), price (mean = 3.183) and
color of package (mean = 2.222) (see Table 7).
Detail Frequency Percent Detail Frequency Percent
Less than or equal to 15,000 baht 14 8.19% Less than 25 years old 13 6.31%
15,001 - 30,000 baht 43 25.15% 25 - 55 years old 190 92.23%
30,001 - 45,000 baht 53 30.99% More than 55 years old 3 1.46%
More than or equal to 45,001 61 35.67% Total 206 100%
Total 171 100%
Detail Frequency Percent Detail Frequency Percent
Student 14 8.19% Yes 170 82.13%
Government officer 8 4.68% No 37 17.87%
Corporate officer 105 61.40% Total 207 100%
Private business owner 27 15.79%
Unemployed 8 4.68%
Others 9 5.26%
Total 171 100.00%
Detail Frequency Percent Detail Frequency Percent
Single 94 54.97% Male 40 23.39%
In a relationship 49 28.65% Female 130 76.02%
Married 25 14.62% Others 1 0.58%
Widower/Widow 1 0.58% Total 171 100%
Others 2 1.17%
Total 171 100.00%
Income
Occupation
Marital Status
Age
Living in Bangkok Area
Gender
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Table 7: Descriptive analysis result of shampoo purchasing behaviors
For the purchasing decision of deodorant, respondents rated quality (mean =
4.524) as the most important factor followed by smell (mean = 4.153), brand (mean =
3.841), size (mean = 2.953), price (mean = 2.941) and color of package (mean = 2.200)
(see Table 8).
Table 8: Descriptive analysis result of deodorant purchasing behaviors
For the purchasing decision of moisturizer, respondents rated quality (mean =
4.790) as the most important factor followed by brand (mean = 4.351), price (3.388),
smell (mean = 3.357), size (3.345) and color of package (2.526) (see Table 9).
Table 9: Descriptive analysis result of moisturizer purchasing behaviors
Mean Std.Deviation N
Price 3.18 0.92 169
Color of package 2.22 0.97 171
Size 3.28 0.92 171
Smell 3.74 0.94 171
Brand 3.80 0.82 171
Quality 4.54 0.66 171
Shampoo
Mean Std.Deviation N
Price 2.94 1.08 168
Color of package 2.20 1.05 170
Size 2.95 1.08 170
Smell 4.15 1.14 170
Brand 3.84 1.01 170
Quality 4.52 0.86 170
Deodorant
Mean Std.Deviation N
Price 3.39 1.05 170
Color of package 2.53 1.14 171
Size 3.35 0.90 171
Smell 3.36 1.16 171
Brand 4.35 0.86 171
Quality 4.79 0.60 171
Moisturizer
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4.4.3 The overall perception of product prices
To analyze whether Thai consumers have recognized the gender-based price
discrimination or not when they make purchasing decision, respondents were asked
about how much each male and female product would be. Respondents were able to
speculate based on their knowledge. The analysis result was conducted by using T-Test
method.
From the result, overall respondents speculated the prices of female shampoos
were less expensive than male shampoos about 3.6 baht. For the price perception of
deodorant, overall respondents also assumed that the prices of female deodorants were
less expensive than male deodorant approximately 11.89 baht. However, for the price
perception of moisturizers, overall respondents estimated the prices of female
moisturizers were more expensive than male moisturizers about 39.74 baht.
Moreover, the difference of the prices for female and male shampoos, from the
result, is not significant as the p-value is more than 0.05. However, the difference of
the prices for female and male deodorants is significant as the p-value is less than 0.05.
Also, the difference of the prices of the prices for female and male moisturizers is
significant as the p-value is less than 0.05 (see Table 10).
Table 10: Paired sample test result of the overall perceptions towards product
prices
4.4.4 Female perceptions of product prices
To understand about the female perceptions towards gender-based price
discrimination, female respondents were asked about how much each male and female
product would be. The analysis result was conducted by using T-Test method.
From the result, female respondents assumed that prices of male shampoos were
more expensive than female shampoo. Female respondents perceived the female
PairAverage Female
Price Guess
Average
Male Price
Guess
Mean
Difference
Std.Erro
r Meant-test df
Sig.(2-
tailed)
Shampoo 179.75 183.35 -3.59 1.89 -1.90 164 0.06
Deodorant 89.72 101.61 -11.89 1.93 -6.17 167 0.00
Moisturiser 374.65 334.91 39.74 11.07 3.59 166 0.00
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product prices of shampoos and deodorants were less expensive than male products.
However, they perceived that the prices of female moisturizers were more expensive
than male moisturizers.
From the result, the difference of the prices for female and male shampoo is
significant as the p-value is less than 0.05. The difference of the prices for female and
male deodorant is also significant as the p-value is less than 0.05. And, the difference
of the prices for female and male moisturizers is significant because the p-value is less
than 0.05 (see Table 11).
Table 11: Paired sample test result of the female perceptions towards product prices
4.4.5 Male perceptions of product prices
To understand male perceptions towards gender-based price discrimination,
male respondents, like female respondents, were asked about how much each male and
female product would be. The analysis result was conducted by using T-Test method.
From the result, male respondents estimated the prices of male shampoos were
higher than female shampoo. Male respondents also assumed that the prices of male
deodorants were more expensive than female deodorants. Male respondents, on the flip
side, perceived that the prices of female moisturizers were more expensive than male
moisturizers.
From the result of male respondents, the difference of the prices for female and
male shampoos is not significant as the p-value is more than 0.05. However, the
difference of the prices for female and male deodorants is significant since the p-value
is less than 0.05. The difference of the prices for female and male moisturizers is not
significant because the p-value is more than 0.05 (see Table 12).
PairAverage Female
Price Guess
Average
Male Price
Guess
Mean
Difference
Std.Erro
r Meant-test df
Sig.(2-
tailed)
Shampoo 179.77 183.77 -4.00 1.98 -2.02 125 0.05
Deodorant 88.20 98.03 -9.83 2.13 -4.61 127 0.00
Moisturiser 385.78 337.48 48.30 11.55 4.18 127 0.00
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Table 12: Paired sample test result of the male perceptions towards product prices
4.4.6 The identification of heavy users
To analyze the purchasing behaviors of personal care products, respondents
were asked about the purchase frequency of each product within three months. The
analysis result was conducted by using frequency analysis.
From the result, heavy users for shampoo were subjectively assumed based on
the purchase frequency for shampoo within 3 months. Respondents who had purchased
shampoo for 3 times were accounted for 13 percent, who had purchased shampoo for 4
times were accounted for 1 percent and who had purchased for 6 times were accounted
for 1.9 percent (see Table 13).
Table 13: Purchase frequency for Shampoo
For the purchase frequency for deodorant, respondents who had purchased for
3 times were accounted for 7.2 percent, who had purchased for 4 times were accounted
for 0.5 percent and who had purchased 6 times were accounted for 1 percent (see Table
14).
PairAverage Female
Price Guess
Average
Male Price
Guess
Mean
Difference
Std.Erro
r Meant-test df
Sig.(2-
tailed)
Shampoo 177.97 181.89 -3.92 4.66 -0.84 37 0.41
Deodorant 94.72 113.44 -18.72 4.33 -4.32 38 0.00
Moisturiser 337.92 327.45 10.47 29.07 0.36 37 0.72
Frequency PercentValid
Percent
Cumulative
Percent
Valid 0 3 1.40 1.80 1.80
1 73 35.10 43.50 45.20
2 59 28.40 35.10 80.40
3 27 13.00 16.10 96.40
4 2 1.00 1.20 97.60
6 4 1.90 2.40 100.00
Total 168 80.80 100.00
Missing System 40 19.20
Total 208 100.00
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Table 14: Purchase frequency for deodorant
For the purchase frequency for moisturizers, respondents who had purchased
for 3 times were accounted for 14.9 percent, who had purchased for 4 times were
accounted for 1.4 percent, who had purchased for 5 times were accounted for 1 percent
and who had purchased for 6 times were accounted for 3.4 percent (see Table 15).
Table 15: Purchase frequency for moisturizer
Frequency PercentValid
Percent
Cumulative
Percent
Valid 0 10 4.80 6.00 6.00
1 77 37.00 45.80 51.80
2 38 18.30 22.60 74.40
3 31 14.90 18.50 92.90
4 3 1.40 1.80 94.60
5 2 1.00 1.20 95.80
6 7 3.40 4.20 100.00
Total 168 80.80 100.00
Missing System 40 19.20
Total 208 100.00
Frequency PercentValid
Percent
Cumulative
Percent
Valid 0 32 15.40 19.80 19.80
1 80 38.50 49.40 69.10
2 32 15.40 19.80 88.90
3 15 7.20 9.30 98.10
4 1 0.50 0.60 98.80
6 2 1.00 1.20 100.00
Total 162 77.90 100.00
Missing System 46 22.10
Total 208 100.00
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CHAPTER 5
CONCLUSION AND RECOMMENDATION
5.1 Conclusion
Gender-based price discrimination has been a social issue in many countries
especially in the United States where female consumers have to pay an additional price
when they purchase female products while male consumers spend less when they
purchase products. Thai consumers, fortunately, barely encounter with gender-based
price discrimination for personal care products such as shampoos, deodorants and
moisturizers. Thai office workers aged between 25 – 55 years old barely concerned
about gender-based price discrimination when they purchased personal care products.
After visiting both offline and online channels, the research finding found that
the average prices of personal care products for men were higher than the average prices
of female products.
Thai office workers had different attributes they would concern when they had
to make a purchasing decision. They would first consider quality of shampoo followed
by brand, smell, size, price and color of package respectively. For deodorant purchase,
they would also consider quality followed by smell, brand, size, price and color of
package. For moisturizer purchased, they would consider quality as the prior attribute
followed by brand, price, smell, size and color of package.
Thai office workers perceived that the prices of shampoos for men were higher
than the prices of shampoos for women. Also, respondents recognized that the prices
of deodorants for men were more than expensive than the prices of deodorants for
women. However, respondents perceived that the prices of moisturizers for women
were more expensive than the prices of moisturizers for men.
5.2 Recommendation
Many countries are facing with gender-based price discrimination or, another
term, it is called “Pink-Tax.” Unlike many countries around the world, Thai consumers,
fortunately, do not face with a crucially social issue regarding the gender-based price
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discrimination as the research found that the actual prices of personal care products for
men are more expensive than the product prices for women. In Thailand, there might
be a new term called “Blue-Tax” which means that men pay an extra amount for
purchasing products or services more than women.
Marketing managers should maintain the suitable price for products in order not
to encounter with the social issue conflicts regarding gender-based price discrimination.
Moreover, marketing managers can apply the following pricing strategies: (1)
Perceived-value strategy which the product prices can be set by how consumers
perceive about products or (2) going-rate pricing strategy which the product prices can
be set as close as competitors.
5.3 Limitation
There are few limitations conducting the research. First, the qualified
respondents in this research had been recruited only in Bangkok area, and the result
could be different for other locations. The qualified respondents were asked about the
product preferences. Respondents had different preferences, and the result might not
represent for all Thai consumers. Due to time constraint, the result might not receive
the numerous number of respondents in specific time.
5.4 Suggestion for future research
The future research can focus on other sorts of products such as healthcare
products, specialty products and so on. The group of qualified respondents might
contain various sorts of backgrounds such as age, occupation and income background.
Moreover, the future research might study about the product prices in multiple retail
stores both on offline and online channels.
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APPENDIX A
QUESTIONS FOR IN-DEPTH INTERVIEW
The Questions of Demographic Background
1. What is your name?
2. What is your gender?
3. How old are you?
4. What do you do now?
The Purchasing Behavior Questions for Shampoo
1. How often do you purchase a shampoo in 3 months?
2. Where do you purchase a shampoo? (specific the name)
3. Are you the one who has a purchasing power to buy a shampoo?
4. Have you ever considered the quantity on its package when you buy a shampoo?
5. What are the important factors when it comes to make a purchase for shampoo?
6. From the criteria you mentioned, can you order from the most important factors
to the least important factors?
7. Does the color of its package impact the purchase decision?
8. If the package color was pink, would it be more interesting than any colors?
9. Between male and female products with the same brand and quantity, do you
think that the product price is equal or not equal? Why? (If not equal, do you
think that which one is more expensive?)
The Purchasing Behavior Questions for Deodorant
1. How often do you purchase a deodorant in 3 months?
2. Where do you purchase a deodorant? (specific the name)
3. Are you the one who has a purchasing power to buy a deodorant?
4. Have you ever considered the quantity on its package when you buy a
deodorant?
5. What are the important factors when it comes to make a purchase for deodorant?
6. From the criteria you mentioned, can you order from the most important factors
to the least important factors?
7. Does the color of its package impact the purchase decision?
8. If the package color was pink, would it be more interesting than any colors?
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9. Between male and female products with the same brand and quantity, do you
think that the product price is equal or not equal? Why? (If not equal, do you
think that which one is more expensive?)
The Purchasing Behavior Questions for Moisturizer
1. How often do you purchase a moisturizer in 3 months?
2. Where do you purchase a moisturizer? (specific the name)
3. Are you the one who has a purchasing power to buy a moisturizer?
4. Have you ever considered the quantity on its package when you buy a
moisturizer?
5. What are the important factors when it comes to make a purchase for
moisturizer?
6. From the criteria you mentioned, can you order from the most important factors
to the least important factors?
7. Does the color of its package impact the purchase decision?
8. If the package color was pink, would it be more interesting than any colors?
9. Between male and female products with the same brand and quantity, do you
think that the product price is equal or not equal? Why? (If not equal, do you
think that which one is nattamore expensive?)
General Questions about Gender-Based Price Discrimination
1. Do you think that gender-based price discrimination really exists in our
country?
2. Do you know “Pink-Tax”?
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APPENDIX B
PRICE OBSERVATION BOTH OFFLINE AND ONLINE CHANNELS
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
1 Shampoo Male CLEAR MEN
DEEP CLEANSE
Anti Dandruff
Nurishing
Shampoo
n/a 185.00 n/a
2 Shampoo Male Head & Shoulder
Anti-Drandruff
Shampoo Ultra
Men (Cool Mental)
720 275.00 0.38
3 Shampoo Female Pantene Shampoo
Hairfall Control
680 149.00 0.22
4 Shampoo Female Head & Shoulder
Hair Retain
650 219.00 0.34
5 Shampoo Female Clear Ice Cool
Menthol
650 209.00 0.32
6 Shampoo Female Clear Anti-
Dandruff Scalp
Care Shampoo
Sakura Fresh
650 209.00 0.32
7 Shampoo Female Clear Anti
Dandruff Scapt
Care Shampoo Ice
Cool Menthol
650 209.00 0.32
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No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
8 Shampoo Female Sunsilk Co-
Creation
650 175.00 0.27
9 Shampoo Female Clear Anti-
Dandruff Scalp
Care Shampoo
Herbal Care
630 209.00 0.33
10 Shampoo Female 'Oreal
Professionnel Spa
Treatment HAIR
SPA
NOURISHING
SHAMPOO
600 267.00 0.45
11 Shampoo Male Head & Shoulder
Anti-Drandruff
Shampoo Ultra
Men (Cool Mental)
480 219.00 0.46
12 Shampoo Female Head & Shoulder
Smooth & Silky
Selembut Sutera
480 179.00 0.37
13 Shampoo Female Head & Shoulder
Apple Fresh
480 219.00 0.46
14 Shampoo Female Clear Anti-
Dandruff Scalp
Care Shampoo
Anti-Hairfall
480 179.00 0.37
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No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
15 Shampoo Female Clear Anti-
Dandruff Scalp
Care Shampoo Ice
Cool Menthol
480 179.00 0.37
16 Shampoo Female Clear Anti
Dandruff Scapt
Care Shampoo Ice
Cool Menthol
480 179.00 0.37
17 Shampoo Female Head & Shoulder
Surpreme
Moisturizer
480 219.00 0.46
18 Shampoo Male Head & Shoulder
Anti-Dandruff
Shampoo Ultra
Men
480 219.00 0.46
19 Shampoo Male Clear Men Deep
Cleanse Anti-
Dandruff
Nourishng
Shampoo
480 129.00 0.27
20 Shampoo Male Clear Men Cool
Sport Menthol
Shampoo (Dark
Blue)
480 145.00 0.30
21 Shampoo Male Clear Men Cool
Sport Menthol
480 129.00 0.27
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No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
Anti-Dandruff
Nourishing
Shampoo
22 Shampoo Female Head & Shoulders
Clean & Balanced
Anti-dandruff
Shampoo
480 179.00 0.37
23 Shampoo Male Clear Men Cool
Sport Menthol
450 185.00 0.41
24 Shampoo Male Clear Men Cool
Sport Menthol
450 185.00 0.41
25 Shampoo Male Clear Men Deep
Cleanse
450 185.00 0.41
26 Shampoo Female Sunsilk Natural
Sakura &
Raspberry
450 149.00 0.33
27 Shampoo Female Sunsilk Co-
Creation
450 129.00 0.29
28 Shampoo Female Sunsilk Natural 450 149.00 0.33
29 Shampoo Female LOREAL Elseve
Keratin Smooth
450 159.00 0.35
30 Shampoo Male Head & Shoulders
Cool Blast Anti-
dandruff Shampoo
450 546.00 1.21
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No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
for Men
31 Shampoo Male Schwarzkopf Men
Deep Effect 3 Cool
Menthol Oil
Control Shampoo
450 293.00 0.65
32 Shampoo Female L'OREAL PARIS
ELSEVE
KERATIN
SMOOTH 72H*
PERFACTING
SHAMPOO
450 109.00 0.24
33 Shampoo Female L'OREAL PARIS
ELSEVE 6 OIL
NOURISH
ULTRA
NOURISHING
SHAMPOO
450 109.00 0.24
34 Shampoo Female Dove Nourishing
Secrets
Straightening
Ritual
430 169.00 0.39
35 Shampoo Female BOTANICALS
FRESH CARE
CORIANDER
STRENGTH
SOURCE
400 299.00 0.75
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No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
SHAMPOO
36 Shampoo Female Herbal Essences
Passion Flower &
Rice Milk
400 199.00 0.50
37 Shampoo Female Herbal
EssencesWhite
Strawberry &
Sweet Mint
400 199.00 0.50
38 Shampoo Female Feather Nature
Clean & Care
340 85.00 0.25
39 Shampoo Female Dove Nutrive
Solutions Intense
Repair
340 129.00 0.38
40 Shampoo Male Clear Men Anti
Hair Fall Anti-
Dandruff
Nourishing
Shampoo
340 145.00 0.43
41 Shampoo Female Head & Shoulder
Lemon Fresh
330 145.00 0.44
42 Shampoo Female Clear Anti
Dandrugff Scalp
Care Shampoo Ice
Cool Mental
330 145.00 0.44
43 Shampoo Female Sunsilk Natural 330 129.00 0.39
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No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
Sakura &
Raspberry Shine &
Soft
44 Shampoo Female Clear Anti
Dandruff Scalp
Care Shampoo
330 139.00 0.42
45 Shampoo Female L'OREAL PARIS
ELSEVE COLOR
PROTECT
7WEEK*
PROTECTING
SHAMPOO
330 109.00 0.33
46 Shampoo Male Head & Shoulder
Anti-Drandruff
Shampoo Ultra
Men (Cool Mental)
315 179.00 0.57
47 Shampoo Male Head & Shoulder
Anti-Drandruff
Shampoo Ultra
Men (Oil Control)
315 179.00 0.57
48 Shampoo Male Head & Shoulder
Anti-Drandruff
Shampoo Ultra
Men (Anti-
Hairfall)
315 179.00 0.57
49 Shampoo Female Dove Nourishing 310 145.00 0.47
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No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
Secrets De-Stress
Ritual
50 Shampoo Male JAME BROOK’S
HERBAL
SHAMPOO
300 290.00 0.97
51 Shampoo Female Yves Rocher BHC
Intense Shine
Shampoo
300 199.00 0.66
52 Shampoo Female Butterfly Pea
Shampoo For
Normal-Oily Hair
300 171.47 0.57
53 Shampoo Female Kaffir Lime &
Moss Shampoo for
Normal-Oily Hair
300 180.50 0.60
54 Shampoo Male Alpecin Caffeine-
Shampoo C1 for
Men, Strengthens
the Hair and
Reduces Hair Loss,
Noticeable More
Hair
250 299.00 1.20
55 Shampoo Male Regro Hair
Protective
Shampoo for Men
225 259.00 1.15
56 Shampoo Male Schwarzkopf Men 200 160.00 0.80
Ref. code: 25616002040332SHK
39
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
Deep Effect 3 Cool
Menthol Oil
Control Shampoo
57 Shampoo Male Clear for Men
Anti-Dandruff
Shampoo
150 59.00 0.39
58 Shampoo Female Clear Ice Cool
Mental Triple
Anti-Dandruff
150 59.00 0.39
59 Shampoo Female Clear Sakura Fresh
Triple Anti-
Dandruff
150 59.00 0.39
60 Shampoo Female Clear Complete
Soft Care Triple
Anti-Dandruff
150 59.00 0.39
61 Shampoo Female Clear for Men
Deep Clean
150 59.00 0.39
62 Shampoo Male GAIA Made for
Men Organic
Shampoo
150 568.00 3.79
63 Shampoo Female Sunsilk (orange) 140 35.00 0.25
64 Shampoo Female Sunsilk (pink) 140 35.00 0.25
65 Shampoo Female Clear Herbal Care
Triple Anti-
135 59.00 0.44
Ref. code: 25616002040332SHK
40
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
Dandruff
66 Shampoo Male Head & Shoulder
Ultra Men Cool
Menthol
135 69.00 0.51
67 Shampoo Female L'OREAL Elseve
Keratin Smooth
72h Smoothing
Shampoo
120 39.00 0.33
68 Shampoo Female L'OREAL Elseve
Total Repair Filter
Repairing
Shampoo
120 39.00 0.33
69 Shampoo Female Rejoice Fresh 120 35.00 0.29
70 Shampoo Female Rejoice 3 in 1 120 35.00 0.29
71 Shampoo Female Dove Nourishing
Secrets De-Stress
Ritual with
Echinacea and
White Tea
120 45.00 0.38
72 Shampoo Female Dove Nourishing
Secrets
Straightening
Ritual with Pink
Lotus and Rice
Water
120 45.00 0.38
Ref. code: 25616002040332SHK
41
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
73 Shampoo Female Dove Nourishing
Secrets Thickening
Ritual with
Lavender and
Rosemarry
120 45.00 0.38
74 Shampoo Male Clear for Men
Anti-Dandruff
Shampoo
70 29.00 0.41
75 Shampoo Female Clear Sakura Fresh
Triple Anti-
Dandruff
70 29.00 0.41
76 Shampoo Female Clear Ice Cool
Mental Triple
Anti-Dandruff
70 29.00 0.41
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
1 Deodorant Male NIVEA for Men Black
and White Spray
250 209.00 0.84
2 Deodorant Female Nike Woman (Purple) 200 269.00 1.35
3 Deodorant Female Nike Woman (Pink) 200 269.00 1.35
4 Deodorant Female Nike Woman Extreme 200 269.00 1.35
Ref. code: 25616002040332SHK
42
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
5 Deodorant Female Nike Woman Fission 200 269.00 1.35
6 Deodorant Female Queen of the Gamke
Anit White Marks
150 175.00 1.17
7 Deodorant Female VIP Playboy 150 175.00 1.17
8 Deodorant Female Emotion Fantasy 150 145.00 0.97
9 Deodorant Female Emotion Violet 150 145.00 0.97
10 Deodorant Female Emotion Fresh Bouquet 150 145.00 0.97
11 Deodorant Female Emotion Love 150 145.00 0.97
12 Deodorant Female Nivea Anti-Perspirant 150 119.00 0.79
13 Deodorant Female Rexona Advanced
Whitening
150 119.00 0.79
14 Deodorant Female Rexona Sexy Bouque 150 119.00 0.79
15 Deodorant Female Rexona Delicious 150 109.00 0.73
16 Deodorant Male Fa Men Sport Engery
Boost
150 155.00 1.03
17 Deodorant Male Fa Men Sport Non-Stop
Fresh Technology
150 155.00 1.03
18 Deodorant Male Nivea Cool Kick 150 167.00 1.11
19 Deodorant Male Nivea Men Deep Dry &
Clean Feel
150 167.00 1.11
20 Deodorant Male Nivea Men Inviasible for 150 167.00 1.11
Ref. code: 25616002040332SHK
43
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
Black & White
21 Deodorant Male Nivea Sentitive Protect 150 167.00 1.11
22 Deodorant Male Nivea Men Stress Protect 150 167.00 1.11
23 Deodorant Male Nivea Men Silver Protect 150 167.00 1.11
24 Deodorant Male Nivea Cool Poder 150 167.00 1.11
25 Deodorant Female Nivea Extra White
Serum
150 119.00 0.79
26 Deodorant Female Nivea Extra Whitening
Quick Dry
150 122.00 0.81
27 Deodorant Female Nivea Pearl & Beauty 150 122.00 0.81
28 Deodorant Female Nivea Whitening Powder 150 122.00 0.81
29 Deodorant Female Nivea Black & White
Invisible Pure
150 122.00 0.81
30 Deodorant Female Nivea Invisible for Black
& White
150 122.00 0.81
31 Deodorant Female Nivea Dry Comfort 150 122.00 0.81
32 Deodorant Female Dove Powder Soft 150 129.00 0.86
33 Deodorant Female Dove Sensitive Fragance
Free
150 129.00 0.86
34 Deodorant Female Dove Ultimate White 150 139.00 0.93
35 Deodorant Female Original Light & Smooth 150 129.00 0.86
Ref. code: 25616002040332SHK
44
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
36 Deodorant Female Rexona Advanced
Whitening Fresh Rose
150 119.00 0.79
37 Deodorant Female Rexona Advanced
Whitening Fresh Sakura
150 119.00 0.79
38 Deodorant Female Rexona Advanced
Whitening Fresh Lilly
150 119.00 0.79
39 Deodorant Female Rexona Shower Clean 150 109.00 0.73
40 Deodorant Female Rexona Powder Dry 150 109.00 0.73
41 Deodorant Female Rexona Cutton Dry 150 109.00 0.73
42 Deodorant Female Rexona Passion 150 109.00 0.73
43 Deodorant Female Rexona Women Active
Defense SP
150 69.00 0.46
44 Deodorant Female Rexona Deo Spray Sexy 150 69.00 0.46
45 Deodorant Male Rexona Men Active
Defense SP
150 159.00 1.06
46 Deodorant Female Rexona Power Dry Spray 150 69.00 0.46
47 Deodorant Male Rexona Men Sport
Defense Spray
150 159.00 1.06
48 Deodorant Female NIVEA Deo Spray Pearl
Beauty
150 238.00 1.59
49 Deodorant Female Nivea Extra White
Serum
100 119.00 1.19
Ref. code: 25616002040332SHK
45
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
50 Deodorant Female Nivea Anti-Perspirant
Pearl & Beauty
60 79.00 1.32
51 Deodorant Male Fa Men Sport Engery
Boost
50 99.00 1.98
52 Deodorant Male Fa Aqua 50 99.00 1.98
53 Deodorant Male AXE You 50 74.00 1.48
54 Deodorant Male AXE You Cool Charge 50 74.00 1.48
55 Deodorant Male AXE Black 50 74.00 1.48
56 Deodorant Male Axe You Cool Charge 50 69.00 1.38
57 Deodorant Male Nivea Men Cool Kick 50 101.00 2.02
58 Deodorant Male Nivea Stress Protect 50 101.00 2.02
59 Deodorant Male Nivea Men Deep 50 101.00 2.02
60 Deodorant Male Cool Powder 50 101.00 2.02
61 Deodorant Male Nivea Men Black 50 101.00 2.02
62 Deodorant Male Nivea Men Sensitive
Protect
50 101.00 2.02
63 Deodorant Male Nivea Deo Roll 50 101.00 2.02
64 Deodorant Female Nivea Extra Whitening 50 149.00 2.98
65 Deodorant Female Nivea Extra White
Serum
50 109.00 2.18
Ref. code: 25616002040332SHK
46
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
66 Deodorant Male NIVEA Roll On for Men
Whitening
50 95.00 1.90
67 Deodorant Male NIVEA Deo Men Fresh
Active Roll On
50 95.00 1.90
68 Deodorant Female NIVEA Deo Roll On
Pearl Beauty
50 79.00 1.58
69 Deodorant Female NIVEA Deo Extra
Whitening Roll On
50 79.00 1.58
70 Deodorant Male Exit Clear & Protect 32.5 38.00 1.17
71 Deodorant Male Nivea Men Deep Dry &
Clean Feel
25 49.00 1.96
72 Deodorant Male Nivea Men Silver Protect 25 49.00 1.96
73 Deodorant Female Rexona Advanced
Whitening Fresh Rose
25 45.00 1.80
74 Deodorant Female Rexona Sexy Bonquet 25 45.00 1.80
75 Deodorant Female Eversense Yogurt 25 45.00 1.80
76 Deodorant Female 12Plus Whitening Roll
On Less Shave Nourish
25 65.00 2.60
77 Deodorant Female Nivea Pearl & Beauty 25 35.00 1.40
78 Deodorant Female Nivea Anti-Perspirant
Protect & Care
25 35.00 1.40
79 Deodorant Male NIVEA Roll On for Men 25 85.00 3.40
Ref. code: 25616002040332SHK
47
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
Whitening
80 Deodorant Male Nivea Men Black &
White
12 29.00 2.42
81 Deodorant Male Nivea Men Cool Kick 12 29.00 2.42
82 Deodorant Female Rexona Motion Sense
Shower Clean
12 25.00 2.08
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
1 Moisturize
r
Female SmoothE Babyface Foam 236 385.00 1.63
2 Moisturize
r
Female SmoothE Babyface Gel
Extra Sensitive
Cleansing Gel
165 410.00 2.48
3 Moisturize
r
Male Nivea Men Deep
Whitening
150 149.00 0.99
4 Moisturize
r
Male Nivea Men Oil Clear 150 119.00 0.79
5 Moisturize
r
Male Nivea Men Acne 150 119.00 0.79
6 Moisturize Male LOREAL Men Expert 150 139.00 0.93
Ref. code: 25616002040332SHK
48
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
r
7 Moisturize
r
Male Watsons Oil Control
Facial Foam
150 69.00 0.46
8 Moisturize
r
Male Watsons Deep Pore
Cleansing Scrub
150 69.00 0.46
9 Moisturize
r
Male Nivea Men Anti Oil +
White
150 165.00 1.10
10 Moisturize
r
Male Nivea Men Extra White 150 149.00 0.99
11 Moisturize
r
Male Natural Tea Tree Facial
Foam for Men
140 152.00 1.09
12 Moisturize
r
Female SmoothE Babyface Foam 118 239.00 2.03
13 Moisturize
r
Male SmoothE Acne 118 330.00 2.80
14 Moisturize
r
Female SmoothE White
Babyface
118 293.00 2.48
15 Moisturize
r
Female Biore Skin Caring Facial
Foam
100 109.00 1.09
16 Moisturize
r
Female Biore Skin Caring Facial
Foam (Pure Acne)
100 109.00 1.09
17 Moisturize
r
Male Nivea Men Anti-Acne 100 119.00 1.19
Ref. code: 25616002040332SHK
49
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
18 Moisturize
r
Male Nivea Men Deep
Whitening
100 139.00 1.39
19 Moisturize
r
Male Nivea Men Acne Care 100 79.00 0.79
20 Moisturize
r
Female Garnier Skin Naturals
Light Complete
Brightening Scrub
100 129.00 1.29
21 Moisturize
r
Female Garnier Skin Naturals
Light Complete
Brightening Foam
100 129.00 1.29
22 Moisturize
r
Female Garnier Skin Naturals
Light Complete Super
Foam
100 129.00 1.29
23 Moisturize
r
Female Garnier Skin Naturals
Sakura White Whip
Foam
100 129.00 1.29
24 Moisturize
r
Female Garnier Skin Naturals
Sakura White Foam
100 129.00 1.29
25 Moisturize
r
Female Nivea Hydration Caring
Whip
100 116.00 1.16
26 Moisturize
r
Female Nivea Pearl White
Caring Whip
100 116.00 1.16
27 Moisturize
r
Female Nivea White Oil Clear
Caring Whip
100 116.00 1.16
Ref. code: 25616002040332SHK
50
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
28 Moisturize
r
Female Nivea Super White Oil
Control Foam
100 107.00 1.07
29 Moisturize
r
Female Nivea White Pearl 100 107.00 1.07
30 Moisturize
r
Male LOREAL Men Expert
White Active Acti-Acne
100 119.00 1.19
31 Moisturize
r
Male LOREAL Men Expert
White Active Oil Control
100 119.00 1.19
32 Moisturize
r
Male Garnier Men Turbolight
Oil Control Charcoal
100 125.00 1.25
33 Moisturize
r
Male Vaseline Men Active
Bright Oil Expert
100 119.00 1.19
34 Moisturize
r
Male Vaseline Men Oil Facial
Wash
100 119.00 1.19
35 Moisturize
r
Male Vaseline Men Anti Acne 100 119.00 1.19
36 Moisturize
r
Male Vaseline Men Advanced
Whitening
100 119.00 1.19
37 Moisturize
r
Female SmoothE Babyface Gel
Extra Sensitive
Cleansing Gel
99 270.00 2.73
38 Moisturize
r
Female SmoothE White
Babyface Gel
99 275.00 2.78
Ref. code: 25616002040332SHK
51
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
39 Moisturize
r
Female Birore Speedy Miscellar
Moisturizer Soft
90 120.00 1.33
40 Moisturize
r
Female Birore Speedy Miscellar
Acne Care
90 120.00 1.33
41 Moisturize
r
Female Birore Speedy Miscellar
Bright Up
90 120.00 1.33
42 Moisturize
r
Female Biore Skin Caring Facial
Foam
50 55.00 1.10
43 Moisturize
r
Male Garnigr Men Turbolight
Oil Control
50 72.00 1.44
44 Moisturize
r
Male Garnigr Men Power
White Dark Spot+Pore
Tightening Super Duo
Foam
50 72.00 1.44
45 Moisturize
r
Male Garnigr Men Turbolight
Oil Control
50 69.00 1.38
46 Moisturize
r
Male Garnigr Men Turbolight
Oil Control 3 in 1
Charcoal
50 72.00 1.44
47 Moisturize
r
Male Nivea Men Extra White 50 69.00 1.38
48 Moisturize
r
Male Vaseline Men Anti Acne 50 69.00 1.38
49 Moisturize Male Nivea Men Anti 50 72.00 1.44
Ref. code: 25616002040332SHK
52
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
r Oil+White
50 Moisturize
r
Male Nivea Men White 50 72.00 1.44
51 Moisturize
r
Male Nivea Men Extra White 50 69.00 1.38
52 Moisturize
r
Female Neutrogena Deep Clean
Foaming Cleanser
50 78.00 1.56
53 Moisturize
r
Female Biore Skin Caring Facial
Foam
50 55.00 1.10
54 Moisturize
r
Female Nivea Pearl White
Caring Whip
50 65.00 1.30
55 Moisturize
r
Female Senka Perfect Whip
White Vibrant White
50 89.00 1.78
56 Moisturize
r
Male Nivea Men Extra White 50 469.00 9.38
57 Moisturize
r
Male Nivea Men Anti-Aging 50 379.00 7.58
58 Moisturize
r
Male Nivea Men Anti-Acne 50 269.00 5.38
59 Moisturize
r
Male Natural Care For Men
Whitening Moisturizing
Cream
50 190.00 3.80
60 Moisturize Male L'OREAL Paris Men 50 249.00 4.98
Ref. code: 25616002040332SHK
53
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
r Expert White Active
Power 8 Brightening
Serum Moisturizer
SPF26
61 Moisturize
r
Male PONDS Men Facial Gel
Moisturizer Energy
Charge All-In-One
50 296.00 5.92
62 Moisturize
r
Male L'Oreal Paris Men Expert
Hydra Energetic Multi-
Action
50 359.00 7.18
63 Moisturize
r
Male Nivea Men Anti - Aging
Serum SPF30 PA+++
50 498.00 9.96
64 Moisturize
r
Female GARNIER Light
Complete Spotless 24
HRs Program* ( Day
Serum Cream
SPF20/PA+++ 50 ml. +
Yoghurt Night Sleeping
Mask
50 349.00 6.98
65 Moisturize
r
Female PONDS Age Miracle
Wrinkle Corrector Night
Cream
50 476.00 9.52
66 Moisturize
r
Female L'Oreal Paris White
Perfect Day Cream
SPF17 PA++ Whitening
+ Even Tone
50 249.00 4.98
Ref. code: 25616002040332SHK
54
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
67 Moisturize
r
Female L'OREAL Paris
Revitalift Magic Blur
Instant Smoother Anti-
Aging Moisturizer
50 799.00 15.98
68 Moisturize
r
Female L'OREAL Paris White
Perfect Set (Total
Recover Sleeping Mask
+ Day Cream + Night
Cream)
50 799.00 15.98
69 Moisturize
r
Female L'OREAL Paris
Revitalift Duo Serum +
Moisturizer
48 899.00 18.73
70 Moisturize
r
Female Neutrogena Deep Clean
Brightening Foaming
Cleanser
40 78.00 1.95
71 Moisturize
r
Female Biore Speedy
Micellar(pink)
40 60.00 1.50
72 Moisturize
r
Female Senka Perfect Whip 40 79.00 1.98
73 Moisturize
r
Male NIVEA For Men White
Acne Moisturizer
40 214.00 5.35
74 Moisturize
r
Male Garnier Men Turbolight
Oil Control All-In-1
Brightening Moisturizer
40 199.00 4.98
75 Moisturize Female Garnier Skin Naturals 30 299.00 9.97
Ref. code: 25616002040332SHK
55
No. Product Gender Detail Quantity
(ml.)
Price
(Baht)
Baht/
Quant
ity
(ml.)
r Light Complete White
Speed Super Essence
76 Moisturize
r
Female ARNIER Skin Natural
Pure Active Sensitive
Anti-Acne Serum Cream
30 259.00 8.63
Ref. code: 25616002040332SHK
56
APPENDIX C
ONLINE QUESTIONNAIRE
Part 1: Screening Questions
1. Are you living in Bangkok area?
⃞ Yes ⃞ No
2. How old are you?
⃞ Less than 25 years old
⃞ 25 – 55 years old
⃞ More than 55 years old
Part 2: The Consumer Behavior of Shampoo
3. How often do you buy a shampoo in 3 months?
__________ times every 3 months. (Open-ended questions)
4. What are the important attributes to be considered when you buy a shampoo?
(1 = Not at all important, 5 = extremely important)
Statement
Not at all
important
Not so
important
Somewhat
important
Very
Important
Extremely
Important
1 2 3 4 5
Price ⃞ ⃞ ⃞ ⃞ ⃞
Color of
package
⃞ ⃞ ⃞ ⃞ ⃞
Size of
container
⃞ ⃞ ⃞ ⃞ ⃞
Smell ⃞ ⃞ ⃞ ⃞ ⃞
Brand ⃞ ⃞ ⃞ ⃞ ⃞
Quality ⃞ ⃞ ⃞ ⃞ ⃞
Ref. code: 25616002040332SHK
57
5. Do you think that how much for the shampoo namely Clear Anti-Dandruff
Nourishing Shampoo Herbal Care (Brown) 450ml.? (Product illustration is provided
below)
________ baht (open-ended question)
6. Do you think that how much for the shampoo namely Clear Men Cool Sport
Menthol Shampoo (Dark Blue) 480 ml.?(Product illustration is provided below)
________ baht (open-ended question)
Ref. code: 25616002040332SHK
58
Part 3: The Consumer Behavior of Deodorant
7. How often do you buy a deodorant in 3 months?
__________ times every 3 months. (Open-ended questions)
8. What are the important attributes to be considered when you buy a deodorant?
(1 = Unimportant, 5 = extremely important)
Statement
Unimportant Somewhat
Important
Quite
Important
Very
Important
Extremely
Important
1 2 3 4 5
Price ⃞ ⃞ ⃞ ⃞ ⃞
Color of
package
⃞ ⃞ ⃞ ⃞ ⃞
Size of
container
⃞ ⃞ ⃞ ⃞ ⃞
Smell ⃞ ⃞ ⃞ ⃞ ⃞
Brand ⃞ ⃞ ⃞ ⃞ ⃞
Quality ⃞ ⃞ ⃞ ⃞ ⃞
9. Do you think that how much for the deodorant namely Nivea Roll On
Whitening containing 50 ml.? (Product illustration is provided below)
Ref. code: 25616002040332SHK
59
________ baht (open-ended question)
10. Do you think that how much for the deodorant Nivea Roll On Deo for Men
Stress Protect containing 50 ml.? (Product illustration is provided below)
________ baht (open-ended question)
Part 4: The Consumer Behavior of Moisturizer
11. How often do you a moisturizer in 3 months?
__________ times every 3 months. (Open-ended questions)
11. What are the important attributes to be considered when you buy a
moisturizer?
(1 = Unimportant, 5 = extremely important)
Unimportant Somewhat
Important
Quite
Important
Very
Important
Extremely
Important
Ref. code: 25616002040332SHK
60
Statement 1 2 3 4 5
Price ⃞ ⃞ ⃞ ⃞ ⃞
Color of
package
⃞ ⃞ ⃞ ⃞ ⃞
Size of
container
⃞ ⃞ ⃞ ⃞ ⃞
Smell ⃞ ⃞ ⃞ ⃞ ⃞
Brand ⃞ ⃞ ⃞ ⃞ ⃞
Quality ⃞ ⃞ ⃞ ⃞ ⃞
12. Do you think that how much for the moisturizer namely Nivea Skin Cream
Anti-Ageing Q10 Plus containing 50 ml.?(Product illustration is provided below)
________ baht (open-ended question)
13. Do you think that how much for the moisturizer namely Nivea Body Cream
for Men Q10 3D containing 50 ml.? (Product illustration is provided below)
Ref. code: 25616002040332SHK
61
________ baht (open-ended question)
Part 5 : Demographic Profile
14. What is your gender?
⃞ Men ⃞ Women ⃞ Others
15. What is your status?
⃞ Single ⃞ In a relationship ⃞ Married ⃞ Divorced ⃞ Widowed
⃞ Others
16. What is your occupation?
⃞ Student ⃞ Government officer ⃞ Private employee ⃞ Business
owner
⃞ Unemployed ⃞ Others
17. What is your monthly income?
⃞ 15,000 baht or less than
⃞ 15,001 - 30,000 baht
⃞ 30,001 - 45,000 baht
⃞ 45,001 or above
Ref. code: 25616002040332SHK
68
BIOGRAPHY
Name Miss Nattawan Kittidesdamkerng
Date of Birth June 3, 1991
Educational Attainment
2014: Bachelor’s Degree in Business
Administration,
Assumption University of Thailand
Work Position Assistant Business Development
MFC Asset Management Company Limited
Work Experiences Provident Fund Marketing Officer
TISCO Asset Management Co., Ltd.
Ref. code: 25616002040332SHK