Thai generation Y consumers’ perceptions of local and imported skincare products | |
| Author | Patchateeya Suwannakul |
| Call Number | AIT RSPR no.SM-20- |
| Subject(s) | Consumers--Attitudes--Thailand Generation Y--Thailand--Attitudes |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Thai branded skincare products are popular and well-received among international consumers. However, they do not successfully obtain the same level of popularity from Thais. Numerous studies relating to the effects of country of origin and the influences on consumers' behaviors in several product categories in developed countries have been broadly studied, yet few have been explored the consumers’ perceptions of a particular product in developing countries. This study, hence, aims at examining Thai Gen Y consumers’ perceptions of imported and local skincare products to contribute to the field. The objectives of the study are to offer new insights of Thai Gen Y consumers’ perceptions of local and imported skincare products, further the understanding of Thai Gen Y consumers’ attitudes towards made in Thailand skincare products, determine whether the effects of country of origin affect Thai Gen Y consumers’ purchase behavior, and examine the relationship between the country of origin and skincare products on Thai Gen Y consumers’ perceptions. For its framework for analysis, the present study was designed to use a questionnaire as quantitative research to obtain the primary data. After data collection, statistical package for social sciences (SPSS) was used to analyze the results in a descriptive test to see the overall picture. Following that, the mean analysis, one-way analysis of variance (ANOVA), independent sample (T-test) and Pearson Correlation in SPSS were employed to evaluate similarities and differences of participants’ perceptions, and investigate the relationship of each variable separately. The results indicated that Thai Gen Y consumers held a more favorable perception of skincare products manufactured in highly developed countries in comparison to those manufactured in developing countries. They also showed different perceptions of skincare products manufactured in different countries of origin. Additionally, Thai Gen Y consumers admitted that the country of origin has positively influenced their purchase intention to four countries including Japan, the U.S. Thailand, and France. These results suggest that creating a better positive image for Thai branded products could reduce the effects of country of origin on Thai skincare products. This could be started by improving product attributes and product image of Thai branded skincare products to meet international standards and Thai consumers’ expectations. |
| Year | 2020 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Ransom, Lakeesha K.; |
| Examination Committee(s) | Levermore, Roger;Venkatesh, Sundar; |
| Scholarship Donor(s) | Royal Thai Government;Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M.BA.) - Asian Institute of Technology, 2020 |