Branding of general reagents in Thailand | |
| Author | Sarintorn Kiattiyoscharoen |
| Call Number | AIT RSPR no. SM-98-24 |
| Subject(s) | Brand choice--Thailand Marketing--Thailand |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | General Reagents market in Thailand is highly competitive. There are 3 main players namely Merck, J.T. Baker and Carlo Erba. Others small brands are BDH, Fluka, Ajax and Lab Scan. Each brand has strengths and weaknesses of itself. Research analyses the impact of a specific brand in the context of purchasing decisions. In research work, customer will need high quality products and prices are less important. Nevertheless, for general purpose, customers will trade off between quality and price. They always require good quality products with reasonable price. Sometimes, quality is second to price. Even though, the company has wide range of products to offer the customers, but if it do not apply appropriate marketing activities, it will be hard for the company to stay and grow in this highly competitive market. The objective of this study is to find out how important is brand, price, reliability, support and product range to the customers while purchasing general reagents. The purpose of this research is also to identify the difference in customers' perception in brand, price, reliability, support and product range between business sectors. The results of the study clearly show that there is no difference in customer's perception between business sectors. The most important factor fo r the customers while buying general reagents are reliability, price and local support. Brand and product range do not have much influent to their decision. The general reagent manufacturers should focus very much on the reliable quality of their products. They should offer more flexible and competitive price. Moreover, they should associate brand with technical support instead of advertising on brand itself. |
| Year | 1998 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bechter, Clemens; |
| Examination Committee(s) | Johri, Lalit M. ;Speece, Mark; |
| Scholarship Donor(s) | Partial scholarship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1998 |