Report of Cooking Oil Market Studies in Thailand in 2014

Cooking Oil Market Studies in Thailand

November, 2014

Date: 13th November 2014

2

Table of content

A. Research Background

B. Research Design

C. Respondent Profile

D. Key findings

E. Detail Findings:

1) Consumer Usage and Attitude

• Types of Cooking Oil

• Places for buying Cooking Oil Products

• Volume for the Latest Purchase

• Price for Cooking Oil Products

2) Brand Awareness and Brand Usage

• Top 3 Cooking Oil Brands

• Brand used most often

• Awareness of Cooking Oil Brands

• Past Brand

• Future Brand

• Intention to Switch into Other Brands

3

A. Research backgroundCooking Oil Products are counted as one of the necessary thing in daily life. Most of the household in Thailand use it for frying,

baking, food preparation (ex. Salad, bread dips etc.) and other types of cooking. Since Thai population is still increasing, the rate

for using cooking oil product is growing consequently. According to this facts, this development implies that not only cooking oil

producers but also the government who need to provide the supportive condition to meet every consumer needs as well as their

preferences. Since our company concerns about this relation, we hope that this paper can be the benefits for both the cooking oil

producers and the government as well as all consumers to learn about Cooking Oil situation in Thailand.

The survey is conducted focus on following points:

■Consumer usage and attitude

Know about the types of cooking oil that exist in Thailand.

Know Places to buy cooking oil products that the surveyed people like to go.

Know what are the price and the capacity of cooking oil product that the respondents prefer.

■Brand awareness and Brand usage

Know what are the top 3 cooking oil brand that the surveyed people can recall.

Know what are the cooking oil brand that most used often.

Compare the reasons that people use in the past and for the future expectation, why do they need to switch to use another brand.

4

B. Research design

Research Method Online Research (Quantitative)

Fieldwork Period 6th – 14th October, 2014

Research Area Thailand (Nationwide)

Respondent Criteria Male & Female aged 16 and above, who is the main decision maker and main buyer of cooking oil product.

Sample Size 486 samples

Number of Questions 6 Screening questions and 18 Main Questions

Survey Content ScreeningGender, Age, Current living region, Monthly Household Expenditure, number of members in family, and the Frequency of cooking

Main Study

Cooking oil brand, Brand awareness, Types of cooking oil, Available places to buy cooking oil,

The volume and price of the latest purchase, Top 3 cooking oil brands, Brand used most often,Past brand, Future brand, The intention to switch into another brand

5

C. Respondent profile

■Gender

■Current living city

■Age

■Monthly household income

29,1

70,9

Male

Female

21,9

50,5

20,6

7,0

0,0

20,0

40,0

60,0

Under 20 years old

20 - 29 years old

30 - 39 years old

40 years old and above

16,7

25,6

11,815,5

10,3

1,2

19,0

0,0

10,0

20,0

30,0

23,9

43,7

32,4

0

20

40

60

Lower (Under 10000 THB)

Middle (10001 -30000 THB)

Upper (Above 30000 THB)

6

D. Key findings

■Consumer usage and attitude

Soybean Oil is the most familiar cooking oil type with Thai people.

The place that the respondents tend to buy the cooking oil products is Supermarket with 84.9%.

More than 50% of the surveyed people prefer to buy 1 Litre of the capacity for one bottom of cooking oil product.

49.3% of the total respondents think that “51-100 THB” is the most reasonable cooking oil price for the respondents.

■Brand awareness and Brand usage

Morakot, Kuk, and A-Ngnoon cooking oil brands are the top 3 in mind that people think of.

These 3 top cooking oil products still are the most brand that more than 30% of the surveyed people uses most often.

Popularity, Good for Health, and Reasonable Price are the most important reasons that the surveyed people worry about.

Desired to try another brand is a significant factor to make 42.3% of the total respondent stop using the previous brand.

In the future, the top 3 cooing oil brands are still the most proffered for the respondents to switch to.

7

E. Detail findings

A. Consumer Usage and Attitude

• Types of Cooking Oil

• Places for buying Cooking Oil Products

• Volume for the Latest Purchase

• Price for Cooking Oil Products

B. Brand Awareness and Brand Usage

• Top 3 Cooking Oil Brands

• Brand used most often

• Awareness of Cooking Oil Brands

• Past Brand

• Future Brand

• Intention to Switch into Other Brands

8

DETAIL FINDINGS:A. CONSUMER USAGE AND ATTITUDE

Types of Cooking Oil Places for buying Cooking Oil Products Volume for the Latest Purchase Price for Cooking Oil Products

9

1. Types of Cooking oilQ. Please tell us what kinds of cooking oil you know in the list below? [MA]

54

8,2

4822,5

44,5

90,9

43,9

8

0

100

“Soybean Oil” is the most familiar type of cooking oil among the respondents.

Among 10 people, there are 9 people who know about Soybean Oil Type. Olive oil come next with 54% of the respondents aware of it, followed by Sesame Oil with 48%. Canola Oil has the lowest awareness rate with only 8.2%.

TotalOlive Canola Sesame oil Corn oil Sunflower oil Soybean oil Coconut oil Others

Per. Per. Per. Per. Per. Per. Per. Per.

Total 485 54.0 8.2 48.0 22.5 44.5 90.9 43.9 8.0BD 01: Gender Male 141 48.9 9.2 44.7 24.1 34.0 87.2 36.2 7.8Female 344 56.1 7.8 49.4 21.8 48.8 92.4 47.1 8.1BD 02: Age Under 20 years old 106 59.4 4.7 47.2 19.8 29.2 81.1 39.6 4.720 - 29 years old 245 53.1 9.8 47.3 21.2 43.7 93.5 43.3 8.630 - 39 years old 100 51.0 9.0 53.0 27.0 62.0 93.0 48.0 11.0More than 40 years old 34 52.9 5.9 41.2 26.5 47.1 97.1 50.0 5.9BD 03: MHI Lower (Under 10,000 THB) 116 41.4 4.3 41.4 15.5 31.0 84.5 34.5 2.6Middle (10,001 THB ~ 30,000 THB) 212 53.8 8.0 43.9 18.9 39.6 90.6 42.5 10.4Upper (Above 30,000 THB) 157 63.7 11.5 58.6 32.5 61.1 96.2 52.9 8.9BD 04: Oil Brand morakot 147 56.5 4.8 49.0 18.4 44.2 90.5 41.5 3.4A-Ngoon 125 52.0 6.4 42.4 24.8 49.6 96.8 44.8 8.8kuk 88 48.9 10.2 47.7 25.0 45.5 89.8 42.0 6.8Oline 37 56.8 8.1 51.4 24.3 40.5 89.2 45.9 18.9hok 25 60.0 4.0 52.0 12.0 36.0 92.0 48.0 12.0Tabtim 22 63.6 4.5 40.9 0.0 22.7 95.5 45.5 13.6Others 41 51.2 26.8 61.0 41.5 48.8 75.6 48.8 9.8

10


There is a similarity in the recognition of cooking oil types among age groups.

Olive Canola Sesame oil Corn oil Sunflower oil Soybean oil Coconut oil Others

Under 20 years old 59,4 4,7 47,2 19,8 29,2 81,1 39,6 4,7

20 - 29 years old 53,1 9,8 47,3 21,2 43,7 93,5 43,3 8,6

30 - 39 years old 51,0 9,0 53,0 27,0 62,0 93,0 48,0 11,0

More than 40 years old 52,9 5,9 41,2 26,5 47,1 97,1 50,0 5,9

0,0

20,0

40,0

60,0

80,0

100,0

Consumer awareness on Types of Cooking Oil – By Age

Under 20 years old 20 - 29 years old 30 - 39 years old More than 40 years old

The results suggest that the types of cooking oil does not have a significant effect on the age group. However, our resultspresent that the youngest group (aged under 20 years old) is less awared of Sunflower Oil and Coconut oil.

11


The upper class of income cares more on the different types of cooking oil.

The results suggest that the types of cooking oil does have a significant effect on the Social Economic Class. Specially, our results present that the upper class of income has a higher awareness than those who are in the lower and middle class of income.

Olive Canola Sesame oil Corn oil Sunflower oil Soybean oil Coconut oil Others

Lower (Under 10,000 THB) 41,4 4,3 41,4 15,5 31,0 84,5 34,5 2,6

Middle (10,001 THB ~ 30,000 THB) 53,8 8,0 43,9 18,9 39,6 90,6 42,5 10,4

Upper (Above 30,000 THB) 63,7 11,5 58,6 32,5 61,1 96,2 52,9 8,9

0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

80,0

90,0

100,0

Consumer awareness on Types of Cooking Oil – By SEC

Lower (Under 10,000 THB) Middle (10,001 THB ~ 30,000 THB) Upper (Above 30,000 THB)

12


Types of Cooking Oil

Places for buying Cooking Oil Products Volume for the Latest Purchase Price for Cooking Oil Products

13

2. Places for buying Cooking Oil ProductsQ. Where do you usually buy the oil product? [MA]

TotalSupermarket

Convenient store

Market Grocery Online shopping

Store specializing in selling cooking

oil

One price store Others


Total 485 84.9 65.2 36.5 41.0 2.1 5.8 12.6 .8BD 01: Gender Male 141 83.0 63.8 32.6 38.3 2.8 2.8 15.6 1.4Female 344 85.8 65.7 38.1 42.2 1.7 7.0 11.3 .6BD 02: Age Under 20 years old 106 81.1 67.9 38.7 40.6 1.9 5.7 13.2 .920 - 29 years old 245 82.4 68.6 39.6 43.3 2.4 7.8 15.1 .430 - 39 years old 100 93.0 59.0 30.0 36.0 1.0 2.0 6.0 1.0More than 40 years old 34 91.2 50.0 26.5 41.2 2.9 2.9 11.8 2.9BD 03: MHI Lower (Under 10,000 THB) 116 75.9 68.1 38.8 41.4 2.6 10.3 13.8 1.7Middle (10,001 THB ~ 30,000 THB) 212 85.4 65.1 37.3 45.8 2.4 5.2 13.7 .5Upper (Above 30,000 THB) 157 91.1 63.1 33.8 34.4 1.3 3.2 10.2 .6BD 04: Oil Brand morakot 147 85.0 63.9 35.4 37.4 2.0 4.8 8.2 0.0chang 125 87.2 71.2 37.6 47.2 2.4 3.2 13.6 1.6kuk 88 85.2 62.5 37.5 44.3 1.1 4.5 9.1 0.0Oline 37 89.2 70.3 43.2 40.5 2.7 13.5 16.2 0.0hok 25 72.0 68.0 44.0 40.0 0.0 4.0 12.0 0.0Tabtim 22 81.8 68.2 27.3 40.9 0.0 4.5 18.2 9.1Others 41 82.9 48.8 29.3 29.3 4.9 14.6 26.8 0.0

Percentage of 10% higher than the Total

84,965,2

36,5 41

2,1 5,8 12,6 0,80

100

“Supermarkets” are the dominant retailer of Cooking Oil.

84.9% of the respondents buy the cooking oil at Supermarket, following by Convenient Store with 65.2%, and 41% come from Grocery. Online shopping get the lowest share in this market which is only 2.1%

14


There is a similarity among age group for choosing a place to buy cooking oil products

The results suggest that the places for buying cooking oil products do not have a significant effect on the age group. However, our results show that the people aged 16-29 years old is more aware of the convenient store and market than the older.

Supermarket Convenient store Market Grocery Online shoppingStore specializing in selling cooking

oilOne price store Others

Under 20 years old 81,1 67,9 38,7 40,6 1,9 5,7 13,2 ,9

20 - 29 years old 82,4 68,6 39,6 43,3 2,4 7,8 15,1 ,4

30 - 39 years old 93,0 59,0 30,0 36,0 1,0 2,0 6,0 1,0


0,0

20,0

40,0

60,0

80,0

100,0

Places for Buying Cooking Oil - By Age


15


“Supermarket” is the top in mind among income group to choose their cooking oil venders.

The results suggest that the places for buying cooking oil products do not have a significant effect on the Social Economic Class. Specially, our results present that the middle and lower income prefer to buy the cooking oil at market and grocery than the upper class while they prefer more on the supermarket than those two.

SupermarketConvenient

storeMarket Grocery Online shopping

Store specializing in selling cooking

oil

One price store Others

Lower (Under 10,000 THB) 75,9 68,1 38,8 41,4 2,6 10,3 13,8 1,7

Middle (10,001 THB ~ 30,000 THB) 85,4 65,1 37,3 45,8 2,4 5,2 13,7 ,5

Upper (Above 30,000 THB) 91,1 63,1 33,8 34,4 1,3 3,2 10,2 ,6

0,0

20,0

40,0

60,0

80,0

100,0

Places for Buying Cooking Oil - By SEC


16


Types of Cooking Oil Places for buying Cooking Oil Products

Volume for the Latest Purchase Price for Cooking Oil Products

17

3. Volume for the Latest PurchaseQ. Please specify the quantity of the oil product that you previous bought? [SA]

Total250 ml 400 ml 500 ml 1 litre 1.8 litre 2 litre 5 litre Others


Total 485 15.9 10.5 9.9 50.3 7.2 4.1 1.6 .4BD 01: Gender Male 141 16.3 11.3 7.1 48.9 7.1 6.4 2.1 .7Female 344 15.7 10.2 11.0 50.9 7.3 3.2 1.5 .3BD 02: Age Under 20 years old 106 23.6 11.3 12.3 38.7 11.3 .9 1.9 0.020 - 29 years old 245 16.7 11.4 11.8 48.6 5.7 4.5 .8 .430 - 39 years old 100 9.0 10.0 5.0 61.0 7.0 4.0 4.0 0.0More than 40 years old 34 5.9 2.9 2.9 67.6 5.9 11.8 0.0 2.9BD 03: MHI Lower (Under 10,000 THB) 116 22.4 16.4 10.3 39.7 7.8 1.7 1.7 0.0Middle (10,001 THB ~ 30,000 THB) 212 17.0 6.6 11.3 49.1 9.0 4.7 1.9 .5Upper (Above 30,000 THB) 157 9.6 11.5 7.6 59.9 4.5 5.1 1.3 .6BD 04: Oil Brand morakot 147 22.4 11.6 7.5 44.2 8.2 4.1 1.4 .7A-Ngoon 125 10.4 8.0 13.6 60.8 4.8 2.4 0.0 0.0kuk 88 12.5 12.5 10.2 53.4 8.0 1.1 2.3 0.0Oline 37 16.2 10.8 16.2 32.4 2.7 16.2 5.4 0.0hok 25 20.0 4.0 4.0 52.0 8.0 8.0 4.0 0.0Tabtim 22 9.1 9.1 9.1 68.2 4.5 0.0 0.0 0.0Others 41 17.1 14.6 4.9 39.0 14.6 4.9 2.4 2.4

15,9 10,5 9,9

50,3

7,2 4,1 1,6 0,40

100

“1 Litre” of bottom is the most preferred.

More than half of the respondents tend to buy the cooking oil with capacity of maximum 1 litre. In contrast, the 5 litre of cooking oil get the lowest rate of respondents with only 1.6%.

18


“1 Litre” of the cooking oil is the most popular among age group.The results suggest that the volume of the cooking oil do not have a significant effect on the age group. In addition, our results present that the older people (aged more than 30) is more aware of 1 litre of bottom than the younger.

250 ml 400 ml 500 ml 1 litre 1.8 litre 2 litre 5 litre Others

Under 20 years old 23,6 11,3 12,3 38,7 11,3 ,9 1,9 0,0

20 - 29 years old 16,7 11,4 11,8 48,6 5,7 4,5 ,8 ,4

30 - 39 years old 9,0 10,0 5,0 61,0 7,0 4,0 4,0 0,0


0,0

20,0

40,0

60,0

80,0

Volume for the Latest Purchase – By Age


19


Lower income group tend to buy the capacity of cooking oil less than 1 Litre.The results suggest that the quantity of cooking oil products do not have a significant effect on the Social Economic Class. Specially, our results present that the upper income is most preferred to buy 1 liter of cooking oil while the lower and middle income tend to buy the cooking oil with the smaller bottoms.

250 ml 400 ml 500 ml 1 litre 1.8 litre 2 litre 5 litre Others

Lower (Under 10,000 THB) 22,4 16,4 10,3 39,7 7,8 1,7 1,7 0,0

Middle (10,001 THB ~ 30,000 THB) 17,0 6,6 11,3 49,1 9,0 4,7 1,9 ,5

Upper (Above 30,000 THB) 9,6 11,5 7,6 59,9 4,5 5,1 1,3 ,6

0,0

20,0

40,0

60,0

80,0

Volume for the Latest Purchase – By SEC


20


Types of Cooking Oil Places for buying Cooking Oil Products Volume for the Latest Purchase

Price for Cooking Oil Products

21

4. Price for Cooking Oil ProductsQ. How much that you pay for one oil product? [SA]

TotalUnder 20 THB 21-50 THB 51-100 THB 101-200 THB 201-300 THB 300-400 THB Above 400 THB

Per. Per. Per. Per. Per. Per. Per.

Total 485 .8 29.9 49.3 12.2 3.9 2.5 1.4

BD 01: Gender Male 141 .7 34.0 48.2 9.9 2.1 2.1 2.8Female 344 .9 28.2 49.7 13.1 4.7 2.6 .9BD 02: Age Under 20 years old 106 1.9 34.0 45.3 14.2 1.9 2.8 0.020 - 29 years old 245 .4 31.0 48.2 11.4 4.1 3.3 1.630 - 39 years old 100 1.0 27.0 54.0 12.0 4.0 1.0 1.0More than 40 years old 34 0.0 17.6 55.9 11.8 8.8 0.0 5.9BD 03: MHI Lower (Under 10,000 THB) 116 2.6 27.6 50.0 13.8 2.6 2.6 .9Middle (10,001 THB ~ 30,000 THB) 212 0.0 34.4 49.1 9.0 4.2 2.8 .5

Upper (Above 30,000 THB) 157 .6 25.5 49.0 15.3 4.5 1.9 3.2BD 04: Oil Brand morakot 147 1.4 36.1 46.3 8.2 3.4 3.4 1.4A-Ngoon 125 .8 21.6 60.8 11.2 4.8 .8 0.0kuk 88 0.0 25.0 55.7 13.6 4.5 0.0 1.1Oline 37 2.7 43.2 27.0 13.5 2.7 2.7 8.1hok 25 0.0 40.0 40.0 12.0 0.0 8.0 0.0Tabtim 22 0.0 36.4 45.5 18.2 0.0 0.0 0.0Others 41 0.0 22.0 39.0 22.0 7.3 7.3 2.4

0,829,9

49,3

12,2 3,9 2,5 1,40

100

“51-100 THB” is the most reasonable price for respondents.

49.3% of the respondents is preferred to buy the cooking oil at the price 51-100 THB, following by 21-50 THB with 29.9%, and 12.2% come from 101-200 THB. Under 20 THB for cooking oil product get the lowest share in this market.

22


Under 20 THB 21-50 THB 51-100 THB 101-200 THB 201-300 THB 300-400 THB Above 400 THB

Under 20 years old 1,9 34,0 45,3 14,2 1,9 2,8 0,0

20 - 29 years old ,4 31,0 48,2 11,4 4,1 3,3 1,6

30 - 39 years old 1,0 27,0 54,0 12,0 4,0 1,0 1,0

More than 40 years old 0,0 17,6 55,9 11,8 8,8 0,0 5,9

0,0

10,0

20,0

30,0

40,0

50,0

60,0

Price for Cooking Oil Products – By Age


The youngest group prefers to buy the cooking oil with the price lower than 50 THB.

The results suggest that the price of the cooking oil have a significant effect on the age group. Specially, our results present that the younger people (aged less than 30) tend to buy the cooking oil with the lower price than the older.

23


Less than 50 THB for the Cooking Oil Price is more preferred for the Middle Income Group.The results suggest that the price of the cooking oil do not have a significant effect on the Social Economic Class. However, our results show that the middle class tend to buy more the cooking oil products with the price lower than 50 THB compared to the upper and lower class.

Under 20 THB 21-50 THB 51-100 THB 101-200 THB 201-300 THB 300-400 THB Above 400 THB

Lower (Under 10,000 THB) 2,6 27,6 50,0 13,8 2,6 2,6 ,9

Middle (10,001 THB ~ 30,000 THB) 0,0 34,4 49,1 9,0 4,2 2,8 ,5

Upper (Above 30,000 THB) ,6 25,5 49,0 15,3 4,5 1,9 3,2

0,0

10,0

20,0

30,0

40,0

50,0

60,0

Price for Cooking Oil Products – By SEC


24

DETAIL FINDINGS:B. BRAND AWARENESS AND BRAND USAGE

Top 3 Cooking Oil Brands Brand used most often Awareness of Cooking Oil Brands Past Brand Future Brand Intention to Switch into Other Brands

25

1. Top 3 Cooking Oil BrandsQ. What are the oil brand that you know? [MA]


2,3

81,4

10,3

43,783,3

39,4

,6 6,6 1,4 12,4 1,0

70,9

23,1

69,3

31,849,5

0

100

TotalBertolli Kuk Naturel Tesco morakot King Fragata mungonku KA Tops Chang A-Ngoon kaseat Oline Big C Tabtim

Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per.

Total 485 2.3 81.4 10.3 43.7 83.3 39.4 .6 6.6 1.4 12.4 1.0 70.9 23.1 69.3 31.8 49.5BD 01: Gender Male 141 2.1 77.3 5.7 39.0 80.1 35.5 0.0 7.1 1.4 7.8 1.4 64.5 17.7 61.0 21.3 32.6Female 344 2.3 83.1 12.2 45.6 84.6 41.0 .9 6.4 1.5 14.2 .9 73.5 25.3 72.7 36.0 56.4BD 02: Age Under 20 years old 106 1.9 78.3 10.4 44.3 76.4 24.5 .9 12.3 1.9 12.3 .9 60.4 19.8 62.3 30.2 47.220 - 29 years old 245 2.9 80.4 9.4 41.6 84.9 33.9 .8 4.9 0.0 10.6 .4 69.0 22.0 69.8 31.4 49.830 - 39 years old 100 1.0 85.0 14.0 50.0 83.0 59.0 0.0 6.0 5.0 18.0 2.0 83.0 29.0 75.0 32.0 52.0More than 40 years old 34 2.9 88.2 5.9 38.2 94.1 67.6 0.0 2.9 0.0 8.8 2.9 82.4 23.5 70.6 38.2 47.1BD 03: MHI Lower (Under 10,000 THB) 116 .9 75.0 6.0 37.1 80.2 23.3 .9 9.5 0.0 8.6 0.0 58.6 18.1 60.3 25.0 44.0Middle (10,001 THB ~ 30,000 THB)

212 2.8 84.0 8.5 42.5 82.5 40.1 .5 4.7 .9 9.9 .5 69.8 22.6 67.5 32.5 49.5

Upper (Above 30,000 THB) 157 2.5 82.8 15.9 50.3 86.6 50.3 .6 7.0 3.2 18.5 2.5 81.5 27.4 78.3 35.7 53.5BD 04: Oil Brand morakot 147 1.4 73.5 6.8 40.1 100.0 34.0 0.0 8.8 1.4 9.5 1.4 57.8 24.5 63.3 32.0 45.6A-Ngoon 125 3.2 83.2 10.4 49.6 80.0 48.0 1.6 4.0 1.6 16.0 1.6 100.0 18.4 72.8 32.8 46.4kuk 88 1.1 100.0 11.4 33.0 70.5 29.5 0.0 5.7 2.3 10.2 0.0 55.7 22.7 65.9 20.5 38.6Oline 37 2.7 78.4 13.5 51.4 83.8 45.9 0.0 8.1 0.0 21.6 0.0 70.3 32.4 100.0 35.1 64.9hok 25 0.0 84.0 4.0 44.0 80.0 36.0 0.0 4.0 0.0 4.0 0.0 68.0 20.0 60.0 36.0 68.0Tabtim 22 0.0 68.2 4.5 59.1 68.2 13.6 0.0 4.5 0.0 9.1 4.5 68.2 22.7 81.8 36.4 100.0Others 41 7.3 73.2 24.4 46.3 70.7 63.4 2.4 9.8 2.4 14.6 0.0 65.9 26.8 58.5 43.9 43.9

“Morakot” is recalled first by 83.3% of the surveyed people.

As in the graph shows below, Morakot is at the top with 83.3% of the respondents are able to recall its brand first when being asked spontaneously. The second place for top in mind is Kuk with 81.4% following by A-Ngoon with 70.9%.

26


Totalhok waw

Golden Drop

CriscoKHENG GHEI

SABROSO C J Parisut MAZORA RAVIKA WATSON EMERALDOliwa Puro

Happy savanro

Others

Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per.

Total 485 62.9 60.2 2.5 1.2 1.6 .4 1.2 2.5 1.4 .8 .8 9.3 1.4 .6 0.0BD 01: Gender Male 141 56.0 51.1 2.1 1.4 2.1 0.0 1.4 .7 0.0 1.4 .7 7.8 .7 .7 0.0Female 344 65.7 64.0 2.6 1.2 1.5 .6 1.2 3.2 2.0 .6 .9 9.9 1.7 .6 0.0BD 02: Age Under 20 years old 106 51.9 55.7 3.8 1.9 1.9 0.0 2.8 .9 .9 1.9 .9 7.5 1.9 1.9 0.020 - 29 years old 245 63.7 60.0 2.9 1.2 2.0 .8 .8 2.0 1.2 .4 .4 8.6 2.0 .4 0.030 - 39 years old 100 70.0 68.0 1.0 1.0 1.0 0.0 1.0 4.0 2.0 0.0 1.0 10.0 0.0 0.0 0.0More than 40 years old 34 70.6 52.9 0.0 0.0 0.0 0.0 0.0 5.9 2.9 2.9 2.9 17.6 0.0 0.0 0.0BD 03: MHI Lower (Under 10,000 THB) 116 51.7 49.1 4.3 2.6 2.6 0.0 1.7 .9 1.7 .9 0.0 3.4 1.7 .9 0.0Middle (10,001 THB ~ 30,000 THB)

212 65.6 60.8 1.9 .5 .9 .5 .9 2.8 .9 .5 0.0 9.0 .5 0.0 0.0

Upper (Above 30,000 THB) 157 67.5 67.5 1.9 1.3 1.9 .6 1.3 3.2 1.9 1.3 2.5 14.0 2.5 1.3 0.0BD 04: Oil Brand morakot 147 61.2 57.1 .7 .7 2.0 0.0 0.0 1.4 0.0 0.0 0.0 4.1 .7 0.0 0.0A-Ngoon 125 60.8 63.2 1.6 0.0 .8 0.0 0.0 2.4 .8 1.6 .8 11.2 1.6 0.0 0.0kuk 88 50.0 50.0 3.4 3.4 3.4 1.1 0.0 2.3 2.3 0.0 1.1 10.2 1.1 1.1 0.0Oline 37 70.3 67.6 8.1 0.0 0.0 2.7 5.4 2.7 2.7 2.7 0.0 10.8 5.4 2.7 0.0hok 25 100.0 72.0 0.0 0.0 0.0 0.0 4.0 0.0 0.0 0.0 0.0 4.0 0.0 0.0 0.0Tabtim 22 81.8 77.3 9.1 0.0 0.0 0.0 0.0 0.0 4.5 0.0 0.0 4.5 0.0 0.0 0.0Others 41 63.4 61.0 2.4 4.9 2.4 0.0 7.3 9.8 4.9 2.4 4.9 24.4 2.4 2.4 0.0


62,9 60,2

2,5 1,2 1,6 ,4 1,2 2,5 1,4 ,8 ,8 9,3 1,4 ,6 0,00

100

“Morakot” is recalled first by 83.3% of the surveyed people.

Rest of the reasons do not have a significant impact on the respondent awareness of cooking oil brands.

27


There is insignificant differences among age group.The results suggest that the cooking oil brands do not have a significant effect on the age group. However, our results present that in the youngest group tends to recall “Kuk” first, while in the others can recall Marakot. In addition, among aged 30-39, people do not see much the differences in the top 3 cooking oil brand.

78,3 80,485,0

88,2

76,4

84,9 83,0

94,1

60,4

69,0

83,0 82,4

0,0

20,0

40,0

60,0

80,0

100,0


Top 3 Cooking oil Brands – By Age

Kuk morakot A-Ngoon

28


The impact of the top 3 brands is very huge on the lower income.The results suggest that the cooking oil brands have a significant effect on the Social Economic Class. Specially, our results give that the different in brand recognitions have an important effect on the lower income group. In contrast, among the upper class of income there is no significant different among the cooking oil brands.

75,0

84,0 82,880,2 82,5

86,6

58,6

69,8

81,5

0,0

20,0

40,0

60,0

80,0

100,0


Top 3 Cooking oil Brands – By SEC

Kuk morakot A-Ngoon

29


Top 3 Cooking Oil Brands

Brand used most often Awareness of Cooking Oil Brands Past Brand Future Brand Intention to Switch into Other Brands

30

2. Brand used most oftenQ. What is the oil brand that you use now? [SA]

TotalBertolli Kuk Naturel Tesco morakot King Fragata

mungonku

KA Tops Chang A-Ngoon kaseat Oline Big C Tabtim

Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per.

Total 485 .2 18.1 .8 .8 30.3 2.5 0.0 .2 0.0 0.0 0.0 25.8 0.0 7.6 .4 4.5BD 01: Gender Male 141 .7 21.3 .7 2.1 32.6 2.1 0.0 .7 0.0 0.0 0.0 22.7 0.0 5.0 1.4 2.1Female 344 0.0 16.9 .9 .3 29.4 2.6 0.0 0.0 0.0 0.0 0.0 27.0 0.0 8.7 0.0 5.5BD 02: Age Under 20 years old 106 .9 16.0 0.0 1.9 36.8 3.8 0.0 0.0 0.0 0.0 0.0 19.8 0.0 7.5 .9 6.620 - 29 years old 245 0.0 15.5 0.0 .4 32.7 1.6 0.0 .4 0.0 0.0 0.0 26.5 0.0 9.4 .4 4.530 - 39 years old 100 0.0 24.0 4.0 0.0 21.0 2.0 0.0 0.0 0.0 0.0 0.0 30.0 0.0 4.0 0.0 3.0More than 40 years old 34 0.0 26.5 0.0 2.9 20.6 5.9 0.0 0.0 0.0 0.0 0.0 26.5 0.0 5.9 0.0 2.9BD 03: MHI Lower (Under 10,000 THB) 116 0.0 17.2 0.0 1.7 31.9 2.6 0.0 .9 0.0 0.0 0.0 24.1 0.0 7.8 .9 5.2Middle (10,001 THB ~ 30,000 THB)

212 0.0 17.9 .9 .9 31.6 2.4 0.0 0.0 0.0 0.0 0.0 20.8 0.0 8.5 .5 6.1

Upper (Above 30,000 THB) 157 .6 19.1 1.3 0.0 27.4 2.5 0.0 0.0 0.0 0.0 0.0 33.8 0.0 6.4 0.0 1.9BD 04: Oil Brand morakot 147 0.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0chang 125 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 0.0kuk 88 0.0 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Oline 37 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 100.0 0.0 0.0hok 25 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Tabtim 22 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 100.0Others 41 2.4 0.0 9.8 9.8 0.0 29.3 0.0 2.4 0.0 0.0 0.0 0.0 0.0 0.0 4.9 0.0

0,218,1

0,8 0,8

30,3

2,5 0 0,2 0 0 0

25,8

0 7,6 0,4 4,5

0

50

“Morakot” is still be the winner.

Respondents prefer to use the top 3 cooking oil brands. As the table showed that “Morakot” cooking oil brand is selected the most as their first recalls. Second and third recalls are A-Ngoon and Kuk which is 25.8% and 18.1% consecutively.

31


Totalhok waw

Golden Drop

CriscoKHENG GHEI

SABROSO

C J Parisut MAZORA RAVIKA WATSONEMERAL

DOliwaPuro

Happy savanro

Others

Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per.

Total 485 5.2 2.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.2 0.0 0.0 .2BD 01: Gender Male 141 5.7 1.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.4 0.0 0.0 0.0Female 344 4.9 2.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.2 0.0 0.0 .3BD 02: Age Under 20 years old 106 1.9 2.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 .9 0.0 0.0 0.020 - 29 years old 245 6.5 .8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.2 0.0 0.0 0.030 - 39 years old 100 6.0 5.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.0 0.0 0.0 0.0More than 40 years old 34 2.9 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.9 0.0 0.0 2.9BD 03: MHI Lower (Under 10,000 THB) 116 3.4 2.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.7 0.0 0.0 0.0Middle (10,001 THB ~ 30,000 THB)

212 6.1 2.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.4 0.0 0.0 0.0

Upper (Above 30,000 THB) 157 5.1 .6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 .6 0.0 0.0 .6BD 04: Oil Brand morakot 147 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0A-Ngoon 125 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0kuk 88 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Oline 37 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0hok 25 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Tabtim 22 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Others 41 0.0 24.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 14.6 0.0 0.0 2.4

5,22,1

0 0 0 0 0 0 0 0 0 1,2 0 0 0,20

10

“Morakot” is still be the winner.

Rest of the reasons do not have a significant effect on the respondents decision when they determine to use the current brand.

32


There is a significant difference among age group.

16,0 15,5

24,0

26,5

36,8

32,7

21,0 20,619,8

26,5

30,0

26,5

0,0

10,0

20,0

30,0

40,0


Brand used most often – By Age

Kuk morakot A-Ngoon

The graph below shows that the younger age group (aged 16-29) is preferred to use the Morakot cooking oil brand while A-Ngoonis being used by the older (aged more than 30). Moreover, the brand awareness about the top 3 cooking oil brands is better well-known among the older generation that the younger since only Marakot can complete the target.

33


“Morakot” and “A-Ngoon” is still best two well-known among the income group.The results suggest that the awareness of cooking oil brands have a significant effect on the Social Economic Class. Specially, our results present that Morakot and A-Ngoon are better well-known in lower and middle income group, losing to Kuk by 17.2%. However, among upper income class A-Ngoon can take the first place over Morakot, and a bit loosing to Kuk by 19.1%.

17,2 17,919,1

31,9 31,6

27,4

24,1

20,8

33,8

0,0

10,0

20,0

30,0

40,0


Brand used most often – By SEC

Kuk morakot A-Ngoon

34


Top 3 Cooking Oil Brands Brand used most often

Awareness of Cooking Oil Brands Past Brand Future Brand Intention to Switch into Other Brands

35

3. Awareness of Cooking Oil BrandsQ. Please tell us the most important reasons why you choose this oil brand? [MA]

54,013,6

35,514,8

35,3 19,8 36,913,4 14,8

41,913,4

54,6

3,30,0

100,0

“Popularity, Good For Health, and Reasonable Price are the main reasons that people is looking for. The most important reason that more than half of the total respondents decide to use the current cooking oil brand because of the popularity that many people used. 41.9% of the surveyed people find the cooking oil brand that has the reasonable price for them, and 36.9% of the respondents focus on the cooking oil which is good for health. Rest of the factors do not have an important impact on the respondents’ determination as much as the top 3 reasons do.

Total

Popular and used by many

people

Suitable for me

Widely soldAdvertised

on TV many times

Pretigious brand

Famous brand

Safe / Good for health

People around me

use it

Convenient packaging

Reasonable price

Follow my family's habit

OthersThere is no

specific reason

Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per.

Total 485 54.0 13.6 35.5 14.8 35.3 19.8 36.9 13.4 14.8 41.9 13.4 54.6 3.3BD 01: Gender Male 141 54.6 24.8 31.9 19.1 32.6 23.4 32.6 15.6 12.1 36.2 7.1 61.0 3.5Female 344 53.8 9.0 36.9 13.1 36.3 18.3 38.7 12.5 16.0 44.2 16.0 58.6 3.2BD 02: Age Under 20 years old 106 52.8 16.0 35.8 11.3 34.9 23.6 37.7 15.1 23.6 34.9 17.0 67.9 4.720 - 29 years old 245 57.1 13.1 35.9 18.0 32.2 18.4 32.2 14.7 13.1 41.2 13.9 46.9 2.930 - 39 years old 100 51.0 15.0 37.0 14.0 41.0 19.0 38.0 12.0 13.0 44.0 9.0 39.0 3.0More than 40 years old 34 44.1 5.9 26.5 5.9 41.2 20.6 64.7 2.9 5.9 61.8 11.8 41.2 2.9BD 03: MHI Lower (Under 10,000 THB)

116 53.4 15.5 36.2 13.8 24.1 16.4 37.9 13.8 15.5 40.5 12.9 61.2 2.6

Middle (10,001 THB ~ 30,000 THB)

212 51.9 9.4 30.7 18.4 30.7 19.3 29.7 11.8 11.8 40.1 12.7 49.1 5.2

Upper (Above 30,000 THB)

157 57.3 17.8 41.4 10.8 49.7 22.9 45.9 15.3 18.5 45.2 14.6 57.3 1.3

BD 04: Oil Brand morakot 147 54.4 12.2 37.4 18.4 36.1 19.0 27.9 14.3 14.3 40.8 11.6 51.7 2.7chang 125 60.0 9.6 35.2 12.8 43.2 20.8 44.0 16.0 12.8 36.8 20.8 52.0 1.6kuk 88 63.6 19.3 35.2 14.8 39.8 26.1 42.0 11.4 12.5 40.9 12.5 51.1 2.3Oline 37 54.1 16.2 45.9 16.2 21.6 13.5 40.5 10.8 24.3 45.9 8.1 75.7 5.4hok 25 48.0 12.0 32.0 8.0 24.0 20.0 28.0 12.0 12.0 44.0 8.0 32.0 12.0Tabtim 22 27.3 18.2 45.5 13.6 22.7 9.1 9.1 13.6 18.2 72.7 9.1 50.0 4.5Others 41 31.7 14.6 17.1 12.2 24.4 17.1 53.7 9.8 19.5 41.5 9.8 78.0 4.9

36


Popular and used by many people

Suitable for me


on TV many times

Pretigious brand

Famous brand


People around me

use it


Reasonable price

Follow my family's

habitOthers

There is no specific reason

Under 20 years old 52,8 16,0 35,8 11,3 34,9 23,6 37,7 15,1 23,6 34,9 17,0 67,9 4,7

20 - 29 years old 57,1 13,1 35,9 18,0 32,2 18,4 32,2 14,7 13,1 41,2 13,9 46,9 2,9

30 - 39 years old 51,0 15,0 37,0 14,0 41,0 19,0 38,0 12,0 13,0 44,0 9,0 39,0 3,0

More than 40 years old 44,1 5,9 26,5 5,9 41,2 20,6 64,7 2,9 5,9 61,8 11,8 41,2 2,9

0,0

20,0

40,0

60,0

80,0

Awareness of Cooking Oil Brands – By Age


The older generation care more on their “Health” instead of the Popularity.The results suggest that the awareness of cooking oil brands have a significant effect among the age group. Specially, our results present that it is obviously seen that the surveyed people who aged more than 40 concern more on the cooking oil which is safe for their health and need to have reasonable price than the younger do. While most of the young generation (aged below 29) is looking for the famous cooking oil brand that many people suggest.

37



Suitable for me

Widely sold

Advertised on TV many times

Pretigious brand

Famous brand

Safe / Good for

health

People around

me use it

Convenient

packaging

Reasonable price

Follow my family's

habitOthers

There is no specific

reason

Lower (Under 10,000 THB) 53,4 15,5 36,2 13,8 24,1 16,4 37,9 13,8 15,5 40,5 12,9 61,2 2,6

Middle (10,001 THB ~ 30,000 THB) 51,9 9,4 30,7 18,4 30,7 19,3 29,7 11,8 11,8 40,1 12,7 49,1 5,2

Upper (Above 30,000 THB) 57,3 17,8 41,4 10,8 49,7 22,9 45,9 15,3 18,5 45,2 14,6 57,3 1,3

0,0

20,0

40,0

60,0

80,0

Awareness of Cooking Oil Brands – By SEC


“Famous and Prestigious” Cooking Oil Brand are key factors for the Upper Income.The graph below shows that more than half of the total respondents, popularity and prestigious are the most important factors for the upper income to select one cooking oil products. However, there is an insignificant reason among lower and middle income group to choose the cooking oil brand. Nevertheless, popularity, reasonable price, and good for health are the top 3 important factors that have an impact on people decision when they want to purchase the cooking oil products.

38


Top 3 Cooking Oil Brands Brand used most often Awareness of Cooking Oil Brands

Past Brand Future Brand Intention to Switch into Other Brands

39

4. Past BrandQ. Give the reasons why you decided to not using other oil brand?? [MA]

TotalHigh price

My regular purchasing

location stopped selling it

Not good for my health

Not have many

promotion campaigns

Not have good

reputation

My friends / colleagues suggested

not to use it

Wanted to try another

brand

My family wanted to change to another brand

Not delicious

when cooking

OthersThere is no

specific reasons

Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per.

Total 485 38.8 7.4 14.2 7.0 7.8 1.0 42.3 20.8 11.5 .2 14.8BD 01: Gender Male 141 41.1 9.2 9.2 9.2 9.9 1.4 39.7 21.3 16.3 0.0 16.3Female 344 37.8 6.7 16.3 6.1 7.0 .9 43.3 20.6 9.6 .3 14.2BD 02: Age Under 20 years old 106 39.6 9.4 16.0 10.4 7.5 .9 39.6 26.4 11.3 0.0 16.020 - 29 years old 245 42.9 9.0 11.4 7.3 9.0 .8 44.1 19.6 10.6 0.0 11.030 - 39 years old 100 32.0 4.0 16.0 4.0 5.0 1.0 41.0 16.0 14.0 1.0 19.0More than 40 years old 34 26.5 0.0 23.5 2.9 8.8 2.9 41.2 26.5 11.8 0.0 26.5BD 03: MHI Lower (Under 10,000 THB) 116 39.7 9.5 10.3 8.6 6.9 .9 41.4 24.1 12.9 0.0 11.2Middle (10,001 THB ~ 30,000 THB) 212 39.6 7.1 14.2 6.6 7.1 1.4 43.9 20.3 10.4 0.0 15.1Upper (Above 30,000 THB) 157 36.9 6.4 17.2 6.4 9.6 .6 40.8 19.1 12.1 .6 17.2BD 04: Oil Brand morakot 147 36.1 8.8 6.1 8.2 6.8 .7 46.9 17.7 10.9 0.0 12.2A-Ngoon 125 44.0 5.6 23.2 6.4 6.4 .8 36.0 20.8 13.6 .8 14.4kuk 88 36.4 11.4 12.5 10.2 8.0 0.0 31.8 25.0 12.5 0.0 19.3Oline 37 45.9 5.4 16.2 2.7 10.8 5.4 56.8 21.6 10.8 0.0 13.5hok 25 32.0 4.0 8.0 0.0 8.0 0.0 40.0 4.0 8.0 0.0 32.0Tabtim 22 45.5 9.1 4.5 9.1 9.1 4.5 59.1 36.4 0.0 0.0 4.5Others 41 31.7 2.4 26.8 4.9 12.2 0.0 46.3 24.4 14.6 0.0 12.2

38,8

7,414,2

7 7,81

42,3

20,811,5

0,214,8

0

50

“Wanted to try another cooking oil brand” have a huge impact on people mind.42.3% of the respondents stopped to use the previous cooking oil brand because of preferring to try a new brand. Moreover, high price of cooking oil product make people want to change to use a new brand by 38.8%, and 20.8% of the respondents choose to leave the old brand since their family wanted to try another cooking oil brand.

40


High price

My regular purchasing

location stopped selling it


Not have many

promotion campaigns

Not have good

reputation

My friends /

colleagues suggested not to use

it

Wanted to try another

brand


Not delicious

when cooking

OthersThere is no

specific reasons

Under 20 years old 39,6 9,4 16,0 10,4 7,5 ,9 39,6 26,4 11,3 0,0 16,0

20 - 29 years old 42,9 9,0 11,4 7,3 9,0 ,8 44,1 19,6 10,6 0,0 11,0

30 - 39 years old 32,0 4,0 16,0 4,0 5,0 1,0 41,0 16,0 14,0 1,0 19,0

More than 40 years old 26,5 0,0 23,5 2,9 8,8 2,9 41,2 26,5 11,8 0,0 26,5

0,0

20,0

40,0

60,0

Past Brand – By Age


High price of cooking oil product make the younger stopped to use the previous product.The results suggest that there is a similarity among the age group. Specially, our results suggest that the younger people (aged less than 30) tend to change the previous cooking oil product due to a high price. In addition, not good for health factor can make the old (aged above 40) stopped to use the last one.

41


High price

My regular

purchasing location stopped selling it


Not have many

promotion

campaigns

Not have good

reputation

My friends /

colleagues suggested not to use

it

Wanted to try

another brand


Not delicious

when cooking

Others

There is no

specific reasons

Lower (Under 10,000 THB) 39,7 9,5 10,3 8,6 6,9 ,9 41,4 24,1 12,9 0,0 11,2

Middle (10,001 THB ~ 30,000 THB) 39,6 7,1 14,2 6,6 7,1 1,4 43,9 20,3 10,4 0,0 15,1

Upper (Above 30,000 THB) 36,9 6,4 17,2 6,4 9,6 ,6 40,8 19,1 12,1 ,6 17,2

0,0

20,0

40,0

60,0

Past Brand – By SEC


There is a similar reason why the surveyed people stopped to use the previous cooking oil among SEC.There are the top 3 reasons among the income group that have a huge impact on their decision to change the brand. Firstly, they wanted to try another brand. More than 40% of the respondents agreed that they just wanted to leave the previous one because of this reason. Secondly, if the cooking oil cost was too high, they were willingness to change the brand as well. Lastly, about 20% of the respondents think that if their family wanted to try another brand, they also left the previous cooking oil brand.

42


Top 3 Cooking Oil Brands Brand used most often Awareness of Cooking Oil Brands Past Brand

Future Brand Intention to Switch into Other Brands

43

5. Future BrandQ. In the future, is there any an oil brand that you would like to use? [SA]]

21,9

2,715,7

3,921,9

10,9 6,4 4,9 2,3 4,3 5,2

0,0

50,0

Not many respondents have changed their brand.Most of surveyed people still want to try the new cooking oil brand which is still top 3 cooking oil brand recalls. A-Ngoon and Kuk are chose by 21.9% of the total respondents as their future brand, closely by Morakot with 15.7%. In addition, there is very small portion for the respondents that want to try to other brands except these top 3 cooking oil brand.

Total

Kuk Naturel morakot King A-Ngoon Oline Tabtim hok waw EMERALD Others

Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per.

Total 485 21.9 2.7 15.7 3.9 21.9 10.9 6.4 4.9 2.3 4.3 5.2

BD 01: Gender Male 141 19.1 1.4 23.4 2.8 19.9 10.6 5.7 7.1 2.1 2.1 5.7Female 344 23.0 3.2 12.5 4.4 22.7 11.0 6.7 4.1 2.3 5.2 4.9BD 02: Age Under 20 years old 106 25.5 0.0 17.0 5.7 15.1 11.3 8.5 2.8 .9 5.7 7.520 - 29 years old 245 20.4 3.3 16.7 2.4 19.2 11.8 7.8 6.1 3.3 4.5 4.530 - 39 years old 100 19.0 3.0 13.0 7.0 32.0 10.0 1.0 6.0 2.0 3.0 4.0More than 40 years old 34 29.4 5.9 11.8 0.0 32.4 5.9 5.9 0.0 0.0 2.9 5.9BD 03: MHI Lower (Under 10,000 THB) 116 20.7 1.7 24.1 4.3 15.5 10.3 9.5 3.4 1.7 2.6 6.0

Middle (10,001 THB ~ 30,000 THB) 212 25.9 2.8 13.2 1.9 21.2 10.4 5.7 7.1 2.4 4.2 5.2

Upper (Above 30,000 THB) 157 17.2 3.2 12.7 6.4 27.4 12.1 5.1 3.2 2.5 5.7 4.5

BD 04: Oil Brand morakot 147 19.0 .7 27.9 2.0 14.3 13.6 6.8 6.1 3.4 2.7 3.4chang 125 16.8 3.2 8.8 4.8 36.8 8.8 3.2 3.2 2.4 5.6 6.4kuk 88 38.6 3.4 11.4 1.1 19.3 6.8 6.8 4.5 1.1 3.4 3.4Oline 37 16.2 5.4 13.5 5.4 16.2 18.9 8.1 5.4 2.7 2.7 5.4hok 25 20.0 0.0 16.0 0.0 24.0 12.0 12.0 16.0 0.0 0.0 0.0Tabtim 22 27.3 0.0 18.2 0.0 18.2 13.6 18.2 4.5 0.0 0.0 0.0Others 41 14.6 7.3 2.4 17.1 14.6 7.3 2.4 0.0 2.4 14.6 17.1

44


Morakot, A-Ngoon, and Kuk are the top three that people choose as their future brand.The results suggest that the future brand have a significant effect on the age group. However, our results suggest that the older people (aged more than 30) tend to switch their mind to use Kuk and A-Ngoon. In contrast, the younger generation (aged below 29) prefers to change the future brand into Morakot.


Under 20 years old 25,5 0,0 17,0 5,7 15,1 11,3 8,5 2,8 ,9 5,7 7,5

20 - 29 years old 20,4 3,3 16,7 2,4 19,2 11,8 7,8 6,1 3,3 4,5 4,5

30 - 39 years old 19,0 3,0 13,0 7,0 32,0 10,0 1,0 6,0 2,0 3,0 4,0

More than 40 years old 29,4 5,9 11,8 0,0 32,4 5,9 5,9 0,0 0,0 2,9 5,9

0,0

10,0

20,0

30,0

40,0

Future Brand – By Age


45


All three income group tend to switch the future brand among top 3 of cooking oil brands.The results suggest that the future brand have a significant effect on the income group. However, our results suggest that the lower income group prefers to switch into Morakot the most with 24.1%. While the middle income prefers to switch into Kuk by 25.9%; and the upper income group, they tend to change the cooking oil brands into A-Ngoon. Lastly, for other less well-known brands, there is a low intention to change to.


Lower (Under 10,000 THB) 20,7 1,7 24,1 4,3 15,5 10,3 9,5 3,4 1,7 2,6 6,0

Middle (10,001 THB ~ 30,000 THB) 25,9 2,8 13,2 1,9 21,2 10,4 5,7 7,1 2,4 4,2 5,2

Upper (Above 30,000 THB) 17,2 3,2 12,7 6,4 27,4 12,1 5,1 3,2 2,5 5,7 4,5

0,0

10,0

20,0

30,0

40,0

Future Brand – By SEC


46


Top 3 Cooking Oil Brands Brand used most often Awareness of Cooking Oil Brands Past Brand Future Brand

Intention to Switch into Other Brands

47

6. Intention to switch into other brandsQ. Give the reasons why do you plan to use the new oil brand in the future? [MA]

39,022,7 15,1 27,0 17,1 30,7

15,9 13,0 13,429,7

72,0

9,5

0,0

100,0

Popularity, Good for Health, and Reasonable Price are the most important factors for people to buy future brand... The statistic below presents that the most important reason to buy a new cooking oil product should come from the popularity that many people used with 39% of total the respondents. 30.7% of the surveyed people focus on the cooking oil that good for their health, following by the reasonable price is the next considering factor with 29.7%. The rest of the reasons do not have a significant effect on the respondents’ decision to try another cooking oil brand. However, the popularity, good for health, and reasonable price still are the most 3 important reasons that people use to make a decision on purchasing cooking oil product.

Total

Popular and used by

many peopleWidely sold

Advertised on TV many

times

Pretigiousbrand

Famous brand


People around me

use it

Make dishes more

delicious


Reasonable price

OthersThere is no

specific reason

Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per.

Total 485 39.0 22.7 15.1 27.0 17.1 30.7 15.9 13.0 13.4 29.7 72.0 9.5BD 01: Gender Male 141 42.6 23.4 18.4 32.6 19.9 26.2 16.3 12.8 9.2 23.4 55.3 10.6Female 344 37.5 22.4 13.7 24.7 16.0 32.6 15.7 13.1 15.1 32.3 78.8 9.0BD 02: Age Under 20 years old 106 42.5 17.9 19.8 26.4 19.8 31.1 13.2 14.2 16.0 31.1 90.6 11.320 - 29 years old 245 40.8 24.1 15.9 21.2 15.9 27.8 20.0 11.8 11.8 27.3 89.1 9.030 - 39 years old 100 35.0 24.0 10.0 34.0 17.0 34.0 10.0 13.0 14.0 33.0 71.0 8.0More than 40 years old 34 26.5 23.5 8.8 50.0 17.6 41.2 11.8 17.6 14.7 32.4 52.9 11.8BD 03: MHI Lower (Under 10,000 THB)

116 40.5 19.0 19.0 21.6 15.5 24.1 17.2 14.7 14.7 25.0 70.7 9.5

Middle (10,001 THB ~ 30,000 THB)

212 40.1 25.0 15.1 26.9 17.5 31.1 14.6 11.8 14.6 33.5 65.6 8.5

Upper (Above 30,000 THB)

157 36.3 22.3 12.1 31.2 17.8 35.0 16.6 13.4 10.8 28.0 81.5 10.8

BD 04: Oil Brand morakot 147 44.2 26.5 19.0 23.1 13.6 26.5 15.6 11.6 13.6 23.8 63.9 6.8chang 125 34.4 20.0 10.4 27.2 16.0 29.6 19.2 10.4 8.8 32.0 72.8 10.4kuk 88 35.2 18.2 13.6 20.5 15.9 31.8 11.4 11.4 14.8 29.5 73.9 12.5Oline 37 29.7 21.6 24.3 35.1 29.7 40.5 21.6 32.4 16.2 40.5 100.0 8.1hok 25 36.0 32.0 16.0 40.0 16.0 32.0 20.0 12.0 16.0 32.0 44.0 20.0Tabtim 22 54.5 18.2 0.0 36.4 13.6 22.7 13.6 0.0 22.7 45.5 59.1 4.5Others 41 43.9 24.4 17.1 34.1 26.8 41.5 9.8 19.5 14.6 24.4 92.7 7.3

48



Widely soldAdvertised on TV many

times

Pretigious brand

Famous brand


People around me

use it

Make dishes more

delicious


Reasonable price

OthersThere is no

specific reason

Under 20 years old 42,5 17,9 19,8 26,4 19,8 31,1 13,2 14,2 16,0 31,1 90,6 11,3

20 - 29 years old 40,8 24,1 15,9 21,2 15,9 27,8 20,0 11,8 11,8 27,3 89,1 9,0

30 - 39 years old 35,0 24,0 10,0 34,0 17,0 34,0 10,0 13,0 14,0 33,0 71,0 8,0

More than 40 years old 26,5 23,5 8,8 50,0 17,6 41,2 11,8 17,6 14,7 32,4 52,9 11,8

0,0

20,0

40,0

60,0

80,0

100,0

Intention to switch into other brands – By Age


Reasonable price is the top in mind reason among the age group to switch into future brand.The results suggest that the reasons to switch into a future brand have a significant effect on the income group decision. Specially, our results suggest that reasonable price is the most important reason for all age group. However, the second top in mind for the young generation group (aged below 29 years) is the popularity that use by many people while the older generation care more about prestigious brand and good for health factors. Popularity, good for health, and reasonable price can be the top 3 in mind for the surveyed people to think of when they will buy the future.

49




on TV many times

Pretigious brand

Famous brand


People around me

use it

Make dishes more

delicious


Reasonable price

OthersThere is no

specific reason

Lower (Under 10,000 THB) 40,5 19,0 19,0 21,6 15,5 24,1 17,2 14,7 14,7 25,0 70,7 9,5

Middle (10,001 THB ~ 30,000 THB) 40,1 25,0 15,1 26,9 17,5 31,1 14,6 11,8 14,6 33,5 65,6 8,5

Upper (Above 30,000 THB) 36,3 22,3 12,1 31,2 17,8 35,0 16,6 13,4 10,8 28,0 81,5 10,8

0,0

20,0

40,0

60,0

80,0

100,0

Intention to switch into other brands – By SEC


Among different income group, they always care most about the popularity that many people used. The graph below presents that most of the respondents prefer to trust the cooking oil brand that many people use. However, there is a significant effect on among the different the Social Economics Class. More than 30% of the upper income group tends to switch into another brand because of good for health and prestigious brand. While the middle income is always looking for the reasonable price products. In addition, our results suggest that most of the lower income respondents care more on the popularity and how is the cooking oil brand product is suitable with them or not. In another words, lower income is more concerned on the cooking oil brand image than other income group do.

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Date post:	21-Jan-2018
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Report of Cooking Oil Market Studies in Thailand in 2014

Lifestyle