Thailand Cooking Oil Market Research 2014 - W&S

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 background
Cooking 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 Screening
Gender, 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

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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
11,8
15,5
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

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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 oil
Q. Please tell us what kinds of cooking oil you know in the list below? [MA]
54
8,2
48
22,5
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%.
Total
Olive 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 8.0
BD 01: Gender
Male 141 48.9 9.2 44.7 24.1 34.0 87.2 36.2 7.8
Female 344 56.1 7.8 49.4 21.8 48.8 92.4 47.1 8.1
BD 02: Age
Under 20 years old 106 59.4 4.7 47.2 19.8 29.2 81.1 39.6 4.7
20 - 29 years old 245 53.1 9.8 47.3 21.2 43.7 93.5 43.3 8.6
30 - 39 years old 100 51.0 9.0 53.0 27.0 62.0 93.0 48.0 11.0
More than 40 years old 34 52.9 5.9 41.2 26.5 47.1 97.1 50.0 5.9
BD 03: MHI
Lower (Under 10,000 THB) 116 41.4 4.3 41.4 15.5 31.0 84.5 34.5 2.6
Middle (10,001 THB ~ 30,000 THB) 212 53.8 8.0 43.9 18.9 39.6 90.6 42.5 10.4
Upper (Above 30,000 THB) 157 63.7 11.5 58.6 32.5 61.1 96.2 52.9 8.9
BD 04: Oil Brand
morakot 147 56.5 4.8 49.0 18.4 44.2 90.5 41.5 3.4
A-Ngoon 125 52.0 6.4 42.4 24.8 49.6 96.8 44.8 8.8
kuk 88 48.9 10.2 47.7 25.0 45.5 89.8 42.0 6.8
Oline 37 56.8 8.1 51.4 24.3 40.5 89.2 45.9 18.9
hok 25 60.0 4.0 52.0 12.0 36.0 92.0 48.0 12.0
Tabtim 22 63.6 4.5 40.9 0.0 22.7 95.5 45.5 13.6
Others 41 51.2 26.8 61.0 41.5 48.8 75.6 48.8 9.8

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There is a similarity in the recognition of cooking oil types among age groups.
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 results
present that the youngest group (aged under 20 years old) is less awared of Sunflower Oil and Coconut oil.

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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.
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
DETAIL FINDINGS:

13
2. Places for buying Cooking Oil Products
Q. Where do you usually buy the oil product? [MA]
Total
Supermarket
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 .8
BD 01: Gender
Male 141 83.0 63.8 32.6 38.3 2.8 2.8 15.6 1.4
Female 344 85.8 65.7 38.1 42.2 1.7 7.0 11.3 .6
BD 02: Age
Under 20 years old 106 81.1 67.9 38.7 40.6 1.9 5.7 13.2 .9
20 - 29 years old 245 82.4 68.6 39.6 43.3 2.4 7.8 15.1 .4
30 - 39 years old 100 93.0 59.0 30.0 36.0 1.0 2.0 6.0 1.0
BD 03: MHI
Lower (Under 10,000 THB) 116 75.9 68.1 38.8 41.4 2.6 10.3 13.8 1.7
Middle (10,001 THB ~ 30,000 THB) 212 85.4 65.1 37.3 45.8 2.4 5.2 13.7 .5
Upper (Above 30,000 THB) 157 91.1 63.1 33.8 34.4 1.3 3.2 10.2 .6
BD 04: Oil Brand
morakot 147 85.0 63.9 35.4 37.4 2.0 4.8 8.2 0.0
chang 125 87.2 71.2 37.6 47.2 2.4 3.2 13.6 1.6
kuk 88 85.2 62.5 37.5 44.3 1.1 4.5 9.1 0.0
Oline 37 89.2 70.3 43.2 40.5 2.7 13.5 16.2 0.0
hok 25 72.0 68.0 44.0 40.0 0.0 4.0 12.0 0.0
Tabtim 22 81.8 68.2 27.3 40.9 0.0 4.5 18.2 9.1
Others 41 82.9 48.8 29.3 29.3 4.9 14.6 26.8 0.0
Percentage of 10%
higher than the Total
84,9
65,2
36,5 41
2,1 5,8 12,6 0,8
0
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%

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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 Convenientstore Market Grocery Online shopping
Store specializing
in selling cooking
oil
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.
Supermarket
Convenient
store
Market Grocery Online shopping
Store
specializingin
sellingcooking
oil
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 (Above30,000 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
DETAIL FINDINGS:

17
3. Volume for the Latest Purchase
Q. Please specify the quantity of the oil product that you previous bought? [SA]
Total
250 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 .4
BD 01: Gender
Male 141 16.3 11.3 7.1 48.9 7.1 6.4 2.1 .7
Female 344 15.7 10.2 11.0 50.9 7.3 3.2 1.5 .3
BD 02: Age
Under 20 years old 106 23.6 11.3 12.3 38.7 11.3 .9 1.9 0.0
20 - 29 years old 245 16.7 11.4 11.8 48.6 5.7 4.5 .8 .4
30 - 39 years old 100 9.0 10.0 5.0 61.0 7.0 4.0 4.0 0.0
BD 03: MHI
Lower (Under 10,000 THB) 116 22.4 16.4 10.3 39.7 7.8 1.7 1.7 0.0
Middle (10,001 THB ~ 30,000 THB) 212 17.0 6.6 11.3 49.1 9.0 4.7 1.9 .5
Upper (Above 30,000 THB) 157 9.6 11.5 7.6 59.9 4.5 5.1 1.3 .6
BD 04: Oil Brand
morakot 147 22.4 11.6 7.5 44.2 8.2 4.1 1.4 .7
A-Ngoon 125 10.4 8.0 13.6 60.8 4.8 2.4 0.0 0.0
kuk 88 12.5 12.5 10.2 53.4 8.0 1.1 2.3 0.0
Oline 37 16.2 10.8 16.2 32.4 2.7 16.2 5.4 0.0
hok 25 20.0 4.0 4.0 52.0 8.0 8.0 4.0 0.0
Tabtim 22 9.1 9.1 9.1 68.2 4.5 0.0 0.0 0.0
Others 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 0,4
0
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%.

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“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.
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.
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
DETAIL FINDINGS:

21
4. Price for Cooking Oil Products
Q. How much that you pay for one oil product? [SA]
Total
Under 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 2.8
Female 344 .9 28.2 49.7 13.1 4.7 2.6 .9
BD 02: Age
Under 20 years old 106 1.9 34.0 45.3 14.2 1.9 2.8 0.0
20 - 29 years old 245 .4 31.0 48.2 11.4 4.1 3.3 1.6
30 - 39 years old 100 1.0 27.0 54.0 12.0 4.0 1.0 1.0
More than 40 years old 34 0.0 17.6 55.9 11.8 8.8 0.0 5.9
BD 03: MHI
Lower (Under 10,000 THB) 116 2.6 27.6 50.0 13.8 2.6 2.6 .9
Middle (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 3.2
BD 04: Oil Brand
morakot 147 1.4 36.1 46.3 8.2 3.4 3.4 1.4
A-Ngoon 125 .8 21.6 60.8 11.2 4.8 .8 0.0
kuk 88 0.0 25.0 55.7 13.6 4.5 0.0 1.1
Oline 37 2.7 43.2 27.0 13.5 2.7 2.7 8.1
hok 25 0.0 40.0 40.0 12.0 0.0 8.0 0.0
Tabtim 22 0.0 36.4 45.5 18.2 0.0 0.0 0.0
Others 41 0.0 22.0 39.0 22.0 7.3 7.3 2.4
0,8
29,9
49,3
12,2 3,9 2,5 1,4
0
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 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.
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 Brands
Q. What are the oil brand that you know? [MA]
Percentage of
10% higher
than the Total
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
49,5
0
100
Total
Bertolli 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 49.5
BD 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 32.6
Female 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 56.4
BD 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 47.2
20 - 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 49.8
30 - 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 52.0
More 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 47.1
BD 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 44.0
Middle (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 53.5
BD 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 45.6
A-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 46.4
kuk 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 38.6
Oline 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 64.9
hok 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 68.0
Tabtim 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 36.4 100.0
Others 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
Total
hok waw
Golden
Drop
Crisco
KHENG
GHEI
SABROSO C J Parisut MAZORA RAVIKA WATSON EMERALD
Oliwa
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 0.0
BD 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 0.0
Female 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 0.0
BD 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 0.0
20 - 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 0.0
30 - 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 0.0
More 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 0.0
BD 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 0.0
Middle (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 0.0
BD 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 0.0
A-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 0.0
kuk 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 0.0
Oline 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 0.0
hok 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 0.0
Tabtim 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 0.0
Others 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
Percentage of
10% higher
than the Total
62,9 60,2
2,5 1,2 1,6 ,4 1,2 2,5 1,4 ,8 ,8 9,3 1,4 ,6 0,0
0
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 80,4
85,0
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 82,8
80,2 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
DETAIL FINDINGS:
 Past Brand
 Future Brand

30
2. Brand used most often
Q. What is the oil brand that you use now? [SA]
Total
Bertolli Kuk Naturel Tesco morakot King Fragata
mungonk
u
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 4.5
BD 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 2.1
Female 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 5.5
BD 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 6.6
20 - 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 4.5
30 - 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 3.0
More 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 2.9
BD 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 5.2
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 1.9
BD 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 0.0
chang 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 0.0
kuk 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 0.0
Oline 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 0.0
hok 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 0.0
Tabtim 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 0.0 100.0
Others 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
0,2
18,1
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
Total
hok waw
Golden
Drop
Crisco
KHENG
GHEI
SABROS
O
C J Parisut MAZORA RAVIKA WATSON
EMERAL
D
Oliwa
Puro
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 .2
BD 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 0.0
Female 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 .3
BD 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 0.0
20 - 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 0.0
30 - 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 0.0
More 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 2.9
BD 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 0.0
Middle (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 .6
BD 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 0.0
A-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 0.0
kuk 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 0.0
Oline 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 0.0
hok 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 0.0
Tabtim 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
Others 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
5,2
2,1
0 0 0 0 0 0 0 0 0 1,2 0 0 0,2
0
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-Ngoon
is 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 17,9
19,1
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
DETAIL FINDINGS:
 Past Brand
 Future Brand

35
3. Awareness of Cooking Oil Brands
Q. Please tell us the most important reasons why you choose this oil brand? [MA]
54,0
13,6
35,5
14,8
35,3 19,8 36,9
13,4 14,8
41,9
13,4
54,6
3,3
0,0
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 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
habit
Others
There 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 3.3
BD 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 3.5
Female 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 3.2
BD 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 4.7
20 - 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 2.9
30 - 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 3.0
More 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 2.9
BD 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
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 2.7
chang 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 1.6
kuk 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 2.3
Oline 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 5.4
hok 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 12.0
Tabtim 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 4.5
Others 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
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
habit
Others
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
Popular
and used
by many
people
Suitable
for me
Widely
sold
Advertised
on TV
many
times
Pretigious
brand
Famous
brand
Safe /
Good for
health
People
around
me use it
Convenien
t
packaging
Reasonabl
e price
Follow my
family's
habit
Others
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
DETAIL FINDINGS:
 Past Brand
 Future Brand

39
4. Past Brand
Q. Give the reasons why you decided to not using other oil brand?? [MA]
Total
High 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
Others
There 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 14.8
BD 01: Gender
Male 141 41.1 9.2 9.2 9.2 9.9 1.4 39.7 21.3 16.3 0.0 16.3
Female 344 37.8 6.7 16.3 6.1 7.0 .9 43.3 20.6 9.6 .3 14.2
BD 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 16.0
20 - 29 years old 245 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 100 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 34 26.5 0.0 23.5 2.9 8.8 2.9 41.2 26.5 11.8 0.0 26.5
BD 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 11.2
Middle (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 15.1
Upper (Above 30,000 THB) 157 36.9 6.4 17.2 6.4 9.6 .6 40.8 19.1 12.1 .6 17.2
BD 04: Oil Brand
morakot 147 36.1 8.8 6.1 8.2 6.8 .7 46.9 17.7 10.9 0.0 12.2
A-Ngoon 125 44.0 5.6 23.2 6.4 6.4 .8 36.0 20.8 13.6 .8 14.4
kuk 88 36.4 11.4 12.5 10.2 8.0 0.0 31.8 25.0 12.5 0.0 19.3
Oline 37 45.9 5.4 16.2 2.7 10.8 5.4 56.8 21.6 10.8 0.0 13.5
hok 25 32.0 4.0 8.0 0.0 8.0 0.0 40.0 4.0 8.0 0.0 32.0
Tabtim 22 45.5 9.1 4.5 9.1 9.1 4.5 59.1 36.4 0.0 0.0 4.5
Others 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
7,4
14,2
7 7,8
1
42,3
20,8
11,5
0,2
14,8
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
4. Past Brand
High 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
Others
There 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
4. Past Brand
High price
My
regular
purchasin
g location
stopped
selling it
Not good
for my
health
Not have
many
promotio
n
campaign
s
Not have
good
reputatio
n
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
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
DETAIL FINDINGS:
 Past Brand
 Future Brand

43
5. Future Brand
Q. In the future, is there any an oil brand that you would like to use? [SA]]
21,9
2,7
15,7
3,9
21,9
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 5.7
Female 344 23.0 3.2 12.5 4.4 22.7 11.0 6.7 4.1 2.3 5.2 4.9
BD 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 7.5
20 - 29 years old 245 20.4 3.3 16.7 2.4 19.2 11.8 7.8 6.1 3.3 4.5 4.5
30 - 39 years old 100 19.0 3.0 13.0 7.0 32.0 10.0 1.0 6.0 2.0 3.0 4.0
More 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 5.9
BD 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
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 3.4
chang 125 16.8 3.2 8.8 4.8 36.8 8.8 3.2 3.2 2.4 5.6 6.4
kuk 88 38.6 3.4 11.4 1.1 19.3 6.8 6.8 4.5 1.1 3.4 3.4
Oline 37 16.2 5.4 13.5 5.4 16.2 18.9 8.1 5.4 2.7 2.7 5.4
hok 25 20.0 0.0 16.0 0.0 24.0 12.0 12.0 16.0 0.0 0.0 0.0
Tabtim 22 27.3 0.0 18.2 0.0 18.2 13.6 18.2 4.5 0.0 0.0 0.0
Others 41 14.6 7.3 2.4 17.1 14.6 7.3 2.4 0.0 2.4 14.6 17.1

44
5. Future Brand
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
5. Future Brand
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
DETAIL FINDINGS:
 Past Brand
 Future Brand

47
6. Intention to switch into other brands
Q. Give the reasons why do you plan to use the new oil brand in the future? [MA]
39,0
22,7 15,1 27,0 17,1 30,7
15,9 13,0 13,4
29,7
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 people
Widely sold
Advertised
on TV many
times
Pretigious
brand
Famous
brand
Safe / Good
for health
People
around me
use it
Make dishes
more
delicious
Convenient
packaging
Reasonable
price
Others
There 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 9.5
BD 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 10.6
Female 344 37.5 22.4 13.7 24.7 16.0 32.6 15.7 13.1 15.1 32.3 78.8 9.0
BD 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 11.3
20 - 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 9.0
30 - 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 8.0
More 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 11.8
BD 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
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 6.8
chang 125 34.4 20.0 10.4 27.2 16.0 29.6 19.2 10.4 8.8 32.0 72.8 10.4
kuk 88 35.2 18.2 13.6 20.5 15.9 31.8 11.4 11.4 14.8 29.5 73.9 12.5
Oline 37 29.7 21.6 24.3 35.1 29.7 40.5 21.6 32.4 16.2 40.5 100.0 8.1
hok 25 36.0 32.0 16.0 40.0 16.0 32.0 20.0 12.0 16.0 32.0 44.0 20.0
Tabtim 22 54.5 18.2 0.0 36.4 13.6 22.7 13.6 0.0 22.7 45.5 59.1 4.5
Others 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
Popular
and used
by many
people
Widelysold
Advertised
on TV many
times
Pretigious
brand
Famous
brand
Safe / Good
for health
People
around me
use it
Make
dishes
more
delicious
Convenient
packaging
Reasonable
price
Others
There 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
Popular
and used
by many
people
Widely sold
Advertised
on TV many
times
Pretigious
brand
Famous
brand
Safe / Good
for health
People
around me
use it
Make
dishes
more
delicious
Convenient
packaging
Reasonable
price
Others
There 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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‘Web marketing’. Online research is conducted based on Yimresearch.net
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The copyright of this report belongs to W&S Co., Ltd. (Thailand) Company. The results (analyzing, wording, data, tables and graphs) of
this survey can be publicly used, but must be cited and sourced from W&S Thailand Company (also include its website address
http://yimresearch.net).

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