การวิจัยตลาดเพื่อศึกษาพฤติกรรมผู้บริโภคสำหรับพัฒนาผลิตภัณฑ์ป้องกันยุงรูปแบบใหม่ / กฤษฎา คงคุณากรกุล= Market research on mosquito repellent consumers for new product development / Krissada Kongkunakornkul
The objective of this independent study is to study the opportunities for developing new innovative mosquito repellent by conducting qualitative market research in Bangkok. The research will focus thoroughly on consumers’ viewpoint, both positive and negative, of all mosquito repelling methods nowadays. It will also study on needs and consumer behavior of mosquito repellents for segmenting customers and measuring attractiveness of each customer segments. At last, this research will also study on the consumers’ interest of 100% natural mosquito repellents.
This research started by analyzing external environment. The importance of mosquito-borne diseases in Thailand, advance in chemical engineering technologies and rising trend in natural products usage have created the great opportunity for startup business to develop mosquito repellent innovation. However, the main threat is that the leaders of mosquito repellents industry has possessed more than 70 percent of market share.
According to the result from this research, consumers give first priority to repelling efficiency, they also prefer 100% natural repellents to hazardous synthesis repellents. Finally, consumers are highly interested in “Spray-on fabric mosquito repellents”. Therefore, the researcher decided to design a prototype based on all important findings, did more interviews of product idea testing for final product adjustment, and selected the carry-on customers as the main target.