SEGMENTATION OF NATURAL ORGANIC SOAP FOR BODY WASH OF CONSUMERS IN BANGKOK BY USING FACTOR THE CONSUMER USAGE BEHAVIOR OF NATURAL ORGANIC SOAP

Abstract

This research aimed to study the purchasing behaviors and usage behaviors of Natural Organic Soap, and to study the consumer segmentation of herbal shampoo in Bangkok by using factors regarding to purchasing behaviors and usage behaviors of Natural Organic Soap.  The sampling groups were the consumers of Natural Organic Soap, both female and male and age between 18- 60 years old, and lived in Bangkok.  The data were collected from 200 sets of questionnaires and the data were analyzed for personal characteristics and purchasing behavior of the consumers by using Frequency, and Percentage.  The data were also analyzed for usage behavior by using Mean and Standard Deviation.  The sampling groups were segmented by using Cluster Analysis, the difference between these groups was analyzed by using One-way ANOVA, the relationship analysis was analyzed by using Chi-Square test (Significance Level at 0.05) and the characteristic of each group was analyzed by using Multiple Correspondence Analysis.  The results of the study found were that the purchasing behavior had a direct relationship with 1) the smell of Soap 2) the purpose of purchase 3) the properties of the soap 4) the price of soap and 5) the gender.  The usage behavior factor analysis found were that 1) the place where the users use the Natural Organic Soap such as the spa, the hotel, or the resort, 2) the occasion where the users use the Natural Organic Soap is after having a sauna or herbal steam, 3) the influence on the users to use the Natural Organic Soap is the salesman who recommended the product.   The segmentation of Natural Organic Soap by usage behavior can be segmented into 3 clusters, and the clusters are named “Buying easy” “Extreme Skin lovers” and “Skin Lovers”.