1. Presented by Suchitra Chan-o Major Advisor Dr.Siripong Preutthipan Thesis

2. Agenda  Introduction  Conceptual Model  Research Objectives  Research Questions  Hypotheses  Methodology  Results and Discussions  Recommendations  Conclusions

3. Introduction Features of Soap :-  Bar Soap  Liquid Soap Brand Selection:-  Brand name: Lux, Shokubutsu, Protex, Palmolive, and Johnson ’ s pH5.5  Type: Beauty, Anti-bacterial, Baby

4. Conceptual Model Brand Selection  Brand name  Type Marketing mix factors Product Price Place Promotion Social factors Family Friends Demographic factors Gender Marital status Age Education Occupation Income Subcultural factors Religion Geographical area Skin type factor

5. Research Objectives To investigate the relationship between :-  Marketing mix factors and brand selection  Social factors and brand selection  Demographic factors and brand selection  Subcultural factors and brand selection  Skin type factor and brand selection

6. Research Questions 1. Which factors have a relationship with brand name selection of liquid soap? 2. Which factors have a relationship with type selection of liquid soap?

7. Hypotheses H1: Marketing mix factors have relationship with brand name selection of liquid soap. H2: Marketing mix factors have relationship with type selection of liquid soap. H3: Social factors have relationship with brand name selection of liquid soap. H4: Social factors have relationship with type selection of liquid soap. H5: Demographic factors have relationship with brand name selection of liquid soap.

8. Hypotheses H6: Demographic factors have relationship with type selection of liquid soap. H7: Subcultural factors have relationship with brand name selection of liquid soap. H8: Subcultural factors have relationship with type selection of liquid soap. H9: Skin type factor has relationship with brand name selection of liquid soap. H10:Skin type factor has relationship with type selection of liquid soap.

9. Research Methodology Population: Bangkok people who usually apply liquid soap Sample Size: calculated from unknown population formula n = p ( 1-p ) Z 2 E 2 n = 0.5 ( 1 - 0.5 ) 1.96 2 0.05 2 n = 384 1. n = sample size 2. The allowable error E is 0.05 or 5 percentage points 3. The level of confidence is set at 95%. Then the standard score of Z associated with a confidence level equal to 1.96 4. The population proportion (p) for this research is calculated by the percentage of consumers who are currently applying liquid soap used as a population proportion so the entire probability of liquid soap purchasing is 0.5.

10. Research Methodology Sampling Method: Quota sampling throughout Bangkok covering 5 district administration areas. The number of questionnaire in each area was distributed based on the proportion of number of population:- Number of Percentage of Sample Areas population total population size Urbanized 2,521,815 44.54 171 Eastern urban fringe 1,641,866 29.00 111 Western urban fringe 932,154 16.46 64 Eastern suburban 388,322 6.86 26 Western suburban 178,342 3.15 12 Total 5,662,499 100 384

11. Research Methodology Data analysis : analyzed by Statistical Package for Social Sciences (SPSS) program:-  Analysis of Variance (ANOVA) was used to test for hypothesis no.1-4 because:- * The questionnaire designed this independent variable in form of interval variable. * The questionnaire designed this dependent variable in form of nominal variable.  Chi-square was used to test for hypothesis no.5-10 because:- * The questionnaire designed both independent and dependent variables in form of nominal variable.

12. Results and Discussions Hypotheses Testing Result : H1 *Significant differences by LSD test at 0.05 level Mean of the factor influencing on liquid soap purchasing among brands

13. Marketing mix factors have relationship with brand name selection of liquid soap.  Product factor has a statistically significant relationship with brand name selection.  Promotional factor has a statistically significant relationship with brand name selection. Results and Discussions Hypotheses Testing Result : H1

14. Results and Discussions Hypotheses Testing Result : H2 *Significant differences by LSD test at 0.05 level Marketing mix factors have relationship with brand name selection of liquid soap.  Product factor has a statistically significant relationship with type selection. Mean of the factor influencing on liquid soap purchasing among types

15. Demographic factors have relationship with brand name selection of liquid soap.  Age variable has a statistically significant relationship with brand name selection (at the significant level of 0.021).  Monthly income variable has a statistically significant relationship with brand name selection (at the significant level of 0.005). Results and Discussions Hypotheses Testing Result : H5

16. Result sand Discussions Hypotheses Testing Result: H6 Result sand Discussions Hypotheses Testing Result: H6 Demographic factors have relationship with type selection of liquid soap.  Education variable has a statistically significant relationship with type selection (at the significant level of 0.006).

17. Results and Discussions Hypotheses Testing Result: H7 Subcultural factors have relationship with brand name selection of liquid soap.  Geographical area variable has a statistically significant relationship with brand name selection (at the significant level of 0).

18. Results and Discussions Hypotheses Testing Result: H9  Skin type has a statistically significant relationship with brand name selection (at the significant level of 0.003). Hypotheses Testing Result: H10  Skin type has a statistically significant relationship with type selection (at the significant level of 0.028).

19. Recommendations  Set brand value related to benefit of type  Clearly segment target group on the basis of age or income  Pay attention to the advertising on billboard

20. Conclusions 1.There are 4 factors that have a statistically significant relationship with brand name selection. Marketing mix (product and promotion) Demographic (age and income) Subculture (geographical area) Skin type 2.There are 3 factors that have a statistically significant relationship with type selection. Marketing mix (product) Demographic (education) Skin type