A study of business plan for : Lee's choice - a family-safe and eco-friendly laundry detergent

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.