Featured Stories

Filter By Categories
Hiroki Ishida
February 22, 2018

[Case Study] Shampoo Buyer Personas: Thailand | EYE ON ASIA

shampoo buyer behavior thailand

With the popularity of dataSpring's recent general case study of Shampoo Buyer behavior across China, South Korea and Indonesia, we decided to extend the study for further insights.

 

With a more focused approach, we will be analyzing the buyer behaviors and creating "personas" in the Thailand Shampoo Market.

 

ENJOY!

 

  • Survey Method: Online Research
  • Country: Thailand
  • Targeting: 20-49yo
  • Survey Period: November 7, 2017 - November 13, 2017
  • Complete N: 300 samples

 

1. Who We Interviewed - The Demographics

thailand shampoo buyer demographic

To get a better understanding of the shampoo and beauty market in Thailand, we decided to survey 300 males and females aged 20-49. Of the people we surveyed, 50% were male while 50% were female. We also asked them about their marital status, age and income. And finally, to get a better understanding of general buyer behavior, we asked about their lifestyle: which factors they care about/which factors relate most to their life- in which survey takers chose what they valued by picking multiple choice answers.

 

From asking more about their lifestyle, we can get a better understanding of the kind of mindset consumers have when deciding on purchasing or not purchasing items. From the data we can see that "Cherishing time with family" was highest at 57%, while matters like having practical use items and being happy were 48% and 43% respectively. For survey takers, spending time wisely and owning products with natural over manufactured ingredients made the top 5 list of answers as well.

 

With these popular answers in mind, we can see that, for Thai consumers, there is a heavy focus on how consumers choose to spend their time and money, focusing on natural and practical items.

 

2. Shampoo Insights - What they Buy and Why

thailand shampoo buyer ranking and reasoning

Just as our general study revealed, foreign brands ranked high in recognition and usage in Thailand. When asked the open-ended question of which brand they were currently using, many Thai consumers chose global brands like Unilever's Sunsilk and CLEAR and P&G's Pantene.

 

With fragrances, consumers ranked very similarly to our Indonesian consumers AND Taiwanese consumers, with floral and forest taking first and second places respectively. From the three top ranked fragrances: floral, mint and forest, we can see that natural and outdoor scents are a favorite among Thai consumers.

 

As for their buyer behavior, we can see the aforementioned focus on function and practicality as the top ranked reason for purchasing.

 

These are our panelists! Want to know more?

GET THE LATEST PANEL BOOK

 

3. Buyer Personas - Four to Use Today!

For many marketers, understanding your market is one step to a successful marketing plan. The next is creating buyer personas to put a face to the name of your target market. Use these 4 buyer personas to easier understand the Shampoo & Beauty market in Thailand.

Walid

thailand shampoo buyer Walid bathroom

 

Our first buyer persona, Walid is a single male in his late 30s. Walid lives with his parents, grandparents and siblings and has an annual income of over THB 70,000. For& Walid, he cares about spending time with his family, the design and look of what he buys (Nice package design) and living like a celebrity.

 

When purchasing shampoo he cares most about the functions, whether or not everyone in his family can use it, if it gives a luxurious feel and if he can rely on the product. His favorite scent is mint and herb and he currently uses the shampoo brand DOVE from Unilever.

 

To get a better understanding of his lifestyle and purchasing behavioral decisions, we've asked Walid to provide us with a picture of his bathroom above. Walid generally likes the bathroom space and often uses it to relax. In Thailand it seems that bathrooms commonly have a shower, toilet and washbasin all in the same space.

Ranvir

thailand shampoo buyer Ranvir bathroom

 

Our second buyer persona Ranvir, is a single male in his early 30s. Ranvir lives with his parents and has an annual income of THB 25,000~49,999. For Ranvir, he cares about spending time with his family, being economically satisfied, and being happy in life.

 

When purchasing shampoo he cares about the whether or not it is his favorite brand and whether or not all members of his family can use it. His favorite scent is mint and he currently uses the shampoo brand Clear from Unilever.

 

To get a better understanding of his lifestyle and purchasing behavioral decisions, we've asked Ranvir to provide us with a picture of her bathroom above. He commented that he uses the bathtub for relaxing but complained that his in his bathroom, not many facilities are available to him.

Yevgeni

thailand shampoo buyer Yevgeni bathroom

 

Our third buyer persona Yevgeni, is a married male in his late 30s. Yevgeni lives with his spouse and children and has an annual income of THB 25,000 ~ 49,999. For Yevgeni, he cares about spending time with his family as well as living frugally.

 

When purchasing shampoo he cares a lot about the functions, scent and how thoroughly the shampoo can clean. His favorite scent is forest and he currently uses the shampoo brand DOVE from Unilever.

 

To get a better understanding of his lifestyle and purchasing behavioral decisions, we've asked Yevgeni to provide us with a picture of his bathroom above. For Yevgeni, he does not like that the bathroom is narrow.

Pakpao

thailand shampoo buyer pakpao bathroom

 

Our fourth buyer persona Pakpao, is a single female in her early 30s. Pakpao lives with her siblings, spouse and children and has an annual income of over THB 70,000. For Pakpao, she cares about spending time with famiy, quickly buying wishlist items, being economically satisfied and being happy in life.

 

When purchasing shampoo she cares most about the functions, how thoroughly it cleans, whether the reviews are good, if everyone in her family can use it and if it gives a feeling of luxury. She likes floral, forest and musk scents and currently uses Sunsilk from Unilever.

 

To get a better understanding of her lifestyle and purchasing behavioral decisions, we've asked Pakpao to provide us with a picture of her bathroom above. For Pakpao and her family, she often complains that baths give her the highest sense of relaxation. It is important to note that Pakpao's bathroom is not a common layout or design. This type of bathroom can normally be found in Indonesia.

 

 

Final Comments: Thai Shampoo Consumers

Brands, end-clients such as FMCGs, and retailers will need to focus on natural ingredients, as well as functions and affordability, in order to deliver on the growing consumer expectations and demand.

 


 

We hope this was an educational and interesting read for you!

If you would like to run an online or mobile study in Asia, don’t hesitate to contact us!

CONTACT US

Subscribe Email