An Analysis of Optimal Attributes of Organic Shampoo

Achiraya Monthathip, Winai Puttakul and Chakrit Potchanasin ()
Additional contact information
Chakrit Potchanasin: Department of Agricultural and Resource Economics, Faculty of Economics, Kasetsart University

No 201801, Working Papers from Kasetsart University, Department of Agricultural and Resource Economics

Abstract: This survey research interviewed 400 consumers in Bangkok who ever used or are using organic shampoo. The study objectives were 1) Study the general characteristics of consumers 2) Study consumer behavior in organic shampoo purchase and 3) Analyze the appropriate attributes of organic shampoo products that consumers are satisfied. Cluster Analysis divided the consumers into 2 groups and then Kano Model identified attributes of the products each group prefer. The result indicated that the first group is a group of college students and those who just start the first job. People around them have an influence on the purchase. This group prefers the product of various varieties and formulas, get reviewed on online media. The second group is a group of consumers in the working age always shop for health, The product features are of various varieties and formulas, get reviewed on online media, portable size available at convenience store and online channel distribution.

Keywords: Optimal Attributes; Organic Shampoo; Organic (search for similar items in EconPapers)
JEL-codes: M13 M31 (search for similar items in EconPapers)
Pages: 19 pages
Date: 2018-06, Revised 2018-06
New Economics Papers: this item is included in nep-knm and nep-mkt
References: Add references at CitEc
Citations:

Published in ARE Working Paper No. 2561/1 (June 2018)

Downloads: (external link)
http://agri.eco.ku.ac.th/RePEc/kau/wpaper/are201801.pdf (application/pdf)
Our link check indicates that this URL is bad, the error code is: 404 Not Found

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kau:wpaper:201801

Access Statistics for this paper

More papers in Working Papers from Kasetsart University, Department of Agricultural and Resource Economics Contact information at EDIRC.
Bibliographic data for series maintained by Kanchana Sripruetkiat ().