A study of business plan for : Lee's choice - a family-safe and eco-friendly laundry detergent
Issued Date
2024
Copyright Date
2020
Resource Type
Language
eng
File Type
application/pdf
No. of Pages/File Size
xiii, 101 leaves : ill.
Access Rights
open access
Rights
ผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้า
Rights Holder(s)
Mahidol University
Bibliographic Citation
Thematic Paper (M.B.A. (Business Administration))--Mahidol University, 2020
Suggested Citation
Pearson, Leigh A study of business plan for : Lee's choice - a family-safe and eco-friendly laundry detergent. Thematic Paper (M.B.A. (Business Administration))--Mahidol University, 2020. Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/92091
Title
A study of business plan for : Lee's choice - a family-safe and eco-friendly laundry detergent
Author(s)
Advisor(s)
Abstract
There is a green revolution sweeping the world as more people understand how fragile our world is and how potent and potentially dangerous many common household products can be. One of the consequences of the corporate drive to increase profits and decrease costs has been to find ever-cheaper and/or unique ingredients that help companies to differentiate their products from the competition. However, these same ingredients often harm human health and the environment. This is a huge issue that impacts many aspects of life, but this study focused on laundry detergents, as it is felt this market is currently underserved in Thailand. In the course of the study, our research aims to determine how people currently do their laundry, what persuades people to choose certain laundry detergents, what factors might encourage them to change a brand, and how much they would be willing to pay for a superior safer product. The research comprised a questionnaire conducted online anonymously with 441 generation X and Y mothers (25-53 years old) in and around Thailand. The results indicated that environmental impact and health concerns have a significant influence on purchasing behaviour and support the introduction of more green products into the Thai market as society moves quickly towards more sustainable lifestyles and products.
Description
Business Administration (Mahidol University 2020)
Degree Name
Master of Business Administration
Degree Level
Master's degree
Degree Department
International College
Degree Discipline
Business Administration
Degree Grantor(s)
Mahidol University