Thai Consumers’ Perception on Herbal Cosmetic Products: A Comparative Study of Thai and Imported Products

Abstract

This research investigated the factors that influence perception of Thai consumers on facial herbal cosmetic products in Thailand. In- depth interview the perception of Thai consumers was utilized in data collection, while content analysis was employed in data analysis. The facial herbal cosmetics products are moisturizer, whitening lotions, creams, powder, toner, make up cleansing, mask, cleansing oil, soap bar, anti-aging lotions and creams. This study revealed that most of the interviewees were female with age between 26-30 years, casual worker ,bachelor degree being the highest education and salary from 10,000 -15,000 baht ($285-430) per month. The marketing mix (4Ps: product, price, place and promotion) were the key factors influencing Thai consumers’ perception on facial herbal cosmetic products. The result found that Thai consumers were satisfied with physical appearance of products; texture, odor, penetration- characteristic and viscosity. Thai consumers trust in the safety of the Thai and imported products. The imported products have new manufacturing technologies of production compare with the Thai products but imported products are more expensive than Thai products. Thai consumers were satisfied with packaging design and pump bottle shape of imported products. Thai consumers found it was convenience to purchasing both herbal products from department store. The direct sale is popular only for Thai products. The imported products had more interesting marketing promotion than the Thai products. The marketing promotions are new product premium, promotion campaign eg. Cash discount, gift premium, fortune, tarot horoscope, makes up and massage workshop. Thai consumers were satisfied with advertisement of both herbal products; brochure, leaflet, beauty information from general magazine, fashion magazine, general book, television and radio. The economic situation, such as inflation situation, is the majority factor of purchasing decision. The average cosmetic budget per each purchase is 1,800 baht (about $50) at the rate of eight purchases per year.

Brand Positioning Using Multidimensional Scaling Technique: An Application to Herbal Healthcare Brands in Indian Market

“…As per Kountur and Huo (2013), medicinal properties, product appearance and distribution explain for 44.81 per cent of variance that makes people attracted towards herbal medicines. Product appearance was also reported by some studies as a determinant of purchase of herbal medicines (Kamboj, 2000; Thanisorn et al, 2012). Affordability or lesser price was reported as a determinant affecting consumers’ perception of brands and their buying decisions (Naresh & Reddy, 2016).…”

“…A study by Thanisorn, Byaporn, and Chanchai (2012), amongst Thai customers, found that the marketing mix elements comprising of the 4 Ps, product, place, price and promotion, were the most important influence on consu-mer’s perception of herbal medicine products. Another study by Huda and Sultan (2013) also found that the younger generations were influenced by the marketing mix elements of accessibility, availability, awareness, affordability and PQ while buying herbal products.…”

“…Affordability or lesser price was reported as a determinant affecting consumers’ perception of brands and their buying decisions (Naresh & Reddy, 2016). None of the studies reviewed in case of medicinal products reported price affordability (PA) as amongst the top most important determinants (Lodorfos et al, 2006; Pujari et al, 2015; Thanisorn et al, 2012). A study found reasonable price to be ranked eighth amongst attributes with quality and lesser side effects ranking highest (Suganya & Hamsalakshmi, 2017).…”

The Effect of Brand Awareness and Use, Product Awareness and Use on Brand and Product Satisfaction: A Study of Ayurveda Products from India

“…Consumer perception and buying behaviour towards ayurvedic medicines across India was studied by several researchers in India and there is consensus among the researchers that (a) people are more interested in buying Ayurvedic products compared to the chemical product/medicine (Sharma & Khanna, 2017) and (b) that customers prefer to buy ayurvedic products for relief from stressful working culture, exhaustive lifestyle, the endless quest for peace and growing ailments issues with less healthy environment (Sangeetha, 2017). Some studies performed in other countries (e.g., Thailand, Bangladesh) also emphasised that (a) customers have high trust in herbal products, (b) consumers were influenced by the physical appearance of the herbal products, attractive texture, odour, penetration-characteristic, viscosity, cash discount, gift premium, fortune, tarot horoscope, make-up and massage workshop and (c) women show growing importance to herbal cosmetic products (Chattaraj et al, 2018; Thanisorn et al, 2017). In one study conducted in Siberia, majority of Siberians are well-educated and they consume herbal remedies on their own initiative and manufacturers of herbal drugs in Siberia also educate potential consumers on reliable use of herbal medicines and herbal dietary supplements in order to improve their awareness on extensive use of herbal remedies by overcoming safety and potential risks while using combination with other drugs (Samollk et al, 2013).…”

“…In Thailand, some researchers found that Thai consumers buy herbal facial cosmetic products because of attractive texture, odour, penetration characteristic, viscosity, cash discount, gift premium, fortune, tarot horoscope, make-up and massage workshop, etc. (Thanisorn et al, 2017). The study also revealed that Thai consumers are highly influenced by branded products, which are advertised through leaflets, fashion magazines, television and radio shows.…”