Abstract
This survey research interviewed 400 consumers in Bangkok who ever used or are using organic shampoo. The study objectives were 1) Study the general characteristics of consumers 2) Study consumer behavior in organic shampoo purchase and 3) Analyze the appropriate attributes of organic shampoo products that consumers are satisfied. Cluster Analysis divided the consumers into 2 groups and then Kano Model identified attributes of the products each group prefer. The result indicated that the first group is a group of college students and those who just start the first job. People around them have an influence on the purchase. This group prefers the product of various varieties and formulas, get reviewed on online media. The second group is a group of consumers in the working age always shop for health, The product features are of various varieties and formulas, get reviewed on online media, portable size available at convenience store and online channel distribution.
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