THAI CONSUMER PERCEPTION ABOUT PRODUCT PRICES SET BY

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

29

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



15

Table 5: The price difference of moisturizer between average



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


22

Table 12: Paired sample test result of the male perceptions


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


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


is shown below.

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Table 4: The price difference of deodorant between average price for women and


Result of average price comparison for moisturizer with the same

quantity


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


is displayed below.

Table 5: The price difference of Moisturizer between average price for women and


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%


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%


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


Price 2.94 1.08 168


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


Price 3.39 1.05 170


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


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


Total 208 100.00


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


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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APPENDICES

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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?





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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?







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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(ml.)

Price

(Baht)

Baht/

Quant

ity

(ml.)

8 Shampoo Female Sunsilk Co-

Creation

650 175.00 0.27


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


Anti-Drandruff

Shampoo Ultra

Men (Cool Mental)

480 219.00 0.46


Smooth & Silky

Selembut Sutera

480 179.00 0.37


Apple Fresh

480 219.00 0.46


Dandruff Scalp

Care Shampoo

Anti-Hairfall

480 179.00 0.37

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(ml.)

Price

(Baht)

Baht/

Quant

ity

(ml.)


Dandruff Scalp

Care Shampoo Ice

Cool Menthol

480 179.00 0.37


Dandruff Scapt

Care Shampoo Ice

Cool Menthol

480 179.00 0.37


Surpreme

Moisturizer

480 219.00 0.46


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


Sport Menthol

480 129.00 0.27

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(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


Sport Menthol

450 185.00 0.41


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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(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


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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(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


Lemon Fresh

330 145.00 0.44


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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(ml.)

Price

(Baht)

Baht/

Quant

ity

(ml.)

Sakura &

Raspberry Shine &

Soft


Dandruff Scalp

Care Shampoo

330 139.00 0.42


ELSEVE COLOR

PROTECT

7WEEK*

PROTECTING

SHAMPOO

330 109.00 0.33


Anti-Drandruff

Shampoo Ultra

Men (Cool Mental)

315 179.00 0.57


Anti-Drandruff

Shampoo Ultra

Men (Oil Control)

315 179.00 0.57


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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(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

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(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


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

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(ml.)

Price

(Baht)

Baht/

Quant

ity

(ml.)

Dandruff


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


Secrets De-Stress

Ritual with

Echinacea and

White Tea

120 45.00 0.38


Secrets

Straightening

Ritual with Pink

Lotus and Rice

Water

120 45.00 0.38

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(ml.)

Price

(Baht)

Baht/

Quant

ity

(ml.)


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


Mental Triple

Anti-Dandruff

70 29.00 0.41


(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


(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


(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


(ml.)

Price

(Baht)

Baht/

Quant

ity

(ml.)


Whitening Fresh Rose

150 119.00 0.79


Whitening Fresh Sakura

150 119.00 0.79


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


Serum

100 119.00 1.19

Ref. code: 25616002040332SHK

45


(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


Serum

50 109.00 2.18

Ref. code: 25616002040332SHK

46


(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


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


(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


(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


(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


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


(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


Light Complete

Brightening Foam

100 129.00 1.29

22 Moisturize

r


Light Complete Super

Foam

100 129.00 1.29

23 Moisturize

r


Sakura White Whip

Foam

100 129.00 1.29

24 Moisturize

r


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


(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


(ml.)

Price

(Baht)

Baht/

Quant

ity

(ml.)

39 Moisturize

r

Female Birore Speedy Miscellar

Moisturizer Soft

90 120.00 1.33

40 Moisturize

r


Acne Care

90 120.00 1.33

41 Moisturize

r


Bright Up

90 120.00 1.33

42 Moisturize

r


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


Oil Control

50 69.00 1.38

46 Moisturize

r


Oil Control 3 in 1

Charcoal

50 72.00 1.44

47 Moisturize

r


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


(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


52 Moisturize

r

Female Neutrogena Deep Clean

Foaming Cleanser

50 78.00 1.56

53 Moisturize

r


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


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


(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


(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


(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)


Ref. code: 25616002040332SHK

58

Part 3: The Consumer Behavior of Deodorant

7. How often do you buy a deodorant in 3 months?


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 ⃞ ⃞ ⃞ ⃞ ⃞


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


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)


Part 4: The Consumer Behavior of Moisturizer

11. How often do you a moisturizer in 3 months?


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 ⃞ ⃞ ⃞ ⃞ ⃞


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)


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


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

62

APPENDIX D

FREQUENCY TABLE OF PURCHASE ATTRIBUTES

Ref. code: 25616002040332SHK

63

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64

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65

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66

Ref. code: 25616002040332SHK

67

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

Documents

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