Thai consumers' purchasing patterns in the cosmetic industry and the consequences for production planning | |
| Author | Pithak Limratanadamrong |
| Call Number | AIT RSPR no. SM-94-35 |
| Subject(s) | Purchasing Production planning |
| Note | A Research Study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Purchase pattern of consumers is of interest to producers as well as resellers because it could be of benefit to the person who can capture this pattern tremendously. Previous studies expose that marketing mix elements such as price cut, and feature & display are the most important factors manipulating the pattern in term of brand choice and purchase incidence. The study is created by adapting descriptive and stochastic model of consumer behavior. A survey was conducted in Bangkok and vicinity to identify the purchase pattern in cosmetic products of Thai consumers. Soap, shampoo, and toothpaste are studied as a scope to acquire this pattern. Demographics and its relation with purchase and consumption pattern are studied. In addition, the influences of marketing mix variables in brand choice, and purchase incidence, which are utilized at specific period are discussed. The main point is to study the segmentation and target group behavior of people who are sensitive in brand choice and purchase incidence due to promotion activities, nature of each segment, and results of quantity in choice and incidence. The results present that marketing mix urge brand choice and purchase incidence. The resellers and the manufacturers urged promotional activities at the end of the month result in the increase of sales volume on that period. Furthermore, the study has tested the hypothesis of previous studies conducted in the US. For instance, the results agreed that a number of Thai households that switch brands on the basis of price and promotion do not also accelerate their category purchases. |
| Year | 1994 |
| 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) | Hertzberg, Ellen; |
| Examination Committee(s) | Swierczek, F.W.;Rieser, Ignaz; |
| Scholarship Donor(s) | Procter and Gamble Manufacturing (Thailand) Ltd.; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1994 |