Samsung leads the washing machine market in Thailand. Find more at: http://www.di-onlinesurvey.com/

1. November 2015
STUDY ABOUT WASHING MACHINE MARKET
IN THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about the washing machine market in Thailand
 Methodology: Online survey
 Fieldwork time: 11 days (18/10/2015 to 28/10/2015)
 Sample size: N = 400
 Gender: Male / female who owns washing machine
 Geography: Nationwide

3. 2
What is your age group?
N= 400
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
54%
15%
26%
6%
Over 30
26-30
18 - 25
Under 18
50%
50%
Male
Female
46%
54%
Others
Bangkok
1%
3%
5%
8%
11%
12%
20%
42%
Factory Worker
Job seeker/Retired
Housewife
Engineer/Doctor/Teacher
Self-employed
Others
Student
Office worker

4. 3
VIETNAM VS. THAILAND
• Most well-known brands: Sanyo, Toshiba
and LG.
• Leader of market: Sanyo.
• Sources of awareness: TVC and point of
sale.
• Key criteria for choosing a brand:
durability and trusted brand.
• Prefer top loading type.
• 46% intend to buy new washing machine
in next 1 year.
• Common spend for a washing machine:
$250~$600.
• The most desired brand: Sanyo.
• Most well-known brands: Samsung, LG
and Panasonic.
• Leader of market: Samsung.
• Sources of awareness : TVC and Point of
sale.
• Key criteria for choosing a brand: durability
and price.
• Prefer front loading type.
• 53% intend to buy new washing machine
in next 1 year.
• Common spend for a washing machine:
$250~$600.
• The most desired brand: Samsung.

5. 4
KEY FINDINGS
• Samsung 82%, LG 82% and Panasonic 75% are top well-know brands in Thailand
• TVC 83% and point of sale are effective channels to leverage brand awareness
• Samsung 24%, LG 21% and Electrolux 18% are market leaders in Thailand
• Durability, affordable price and trusted brand are top criteria for choosing a brand
• 56% use front loading washer
• 80% feel satisfied with their current brand
• 15% are loyal with their current washing machine brand, Samsung gains highest
consumers' loyalty with 22%
• 72% will recommend their current brand to others
• 53% intend to buy new washing machine next year and Samsung is the top choice (25%)

6. 5
11%
40%
40%
44%
58%
59%
65%
67%
69%
75%
82%
82%
Bosch
Sanyo
Haier
Singer
Sharp
Mitsubishi
Hitachi
Toshiba
Electrolux
Panasonic
LG
Samsung
Total
13%
46%
42%
46%
62%
64%
67%
73%
80%
77%
84%
89%
Bangkok
8%
32%
37%
43%
53%
54%
62%
60%
56%
72%
79%
74%
Others
What washing machine brands are you aware of?
N = 400
SAMSUNG, LG AND PANASONIC ARE THE MOST
WELL-KNOWN BRANDS

7. 6
11%
40%
40%
44%
58%
59%
65%
67%
69%
75%
82%
82%
Bosch
Sanyo
Haier
Singer
Sharp
Mitsubishi
Hitachi
Toshiba
Electrolux
Panasonic
LG
Samsung
Total
0%
4%
29%
4%
50%
50%
54%
50%
25%
67%
83%
67%
Under 18*
8%
37%
30%
36%
60%
61%
65%
70%
50%
76%
79%
74%
18 - 25
7%
36%
44%
47%
47%
59%
51%
59%
75%
69%
81%
90%
26-30
14%
46%
44%
52%
60%
59%
70%
70%
82%
77%
83%
85%
Over 30
What washing machine brands are you aware of?
N = 400
AGAIN, SAMSUNG, LG & PANASONIC ARE AWARE THE MOST
ACROSS AGE GROUPS
*: Small sample size

8. 7
7%
20%
31%
38%
39%
44%
48%
61%
62%
83%
Others
Sale person introduce the
brand
Facebook ad
Ads on
newspaper/magazine
I saw many people use that
brand
Online Ads
Friends /family
recommendation
Outdoor ads
See brand at Electronics
center
TV commercials
Total
25%
4%
33%
17%
38%
46%
38%
46%
54%
71%
Under 18*
6%
22%
23%
31%
46%
42%
58%
58%
61%
75%
18 - 25
8%
34%
34%
37%
34%
39%
39%
61%
61%
85%
26-30
5%
17%
33%
43%
37%
46%
47%
64%
64%
87%
Over 30
How do you know about those washing machine brands?
TV ADS AND POINT OF SALES ARE MAIN SOURCES
OF BRAND AWARENESS
N = 400

9. 8
1%
1%
1%
2%
4%
8%
8%
12%
18%
21%
24%
Haier
Sanyo
Singer
Mitsubishi
Sharp
Hitachi
Toshiba
Panasonic
Electrolux
LG
Samsung
Total
1%
1%
0%
3%
7%
7%
9%
10%
23%
19%
19%
Bangkok
1%
1%
2%
1%
1%
9%
8%
14%
11%
23%
29%
Others
Which washing machine brand below that your family is using?
SAMSUNG IS THE LEADER OF THE MARKET WITH 24% SHARE
Electrolux is preferred the most in Bangkok
N = 400

10. 9
SAMSUNG OWNS HIGHEST BRAND AWARENESS AS WELL AS
MARKET SHARE IN THAILAND
What washing machine brands are you aware of?
Which washing machine brand below that your family is using?
82% 82%
75%
69%
67%
65%
59%
58%
44%
40% 40%
11%
24%
21%
12%
18%
8% 8%
2%
4%
1% 1% 1% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Samsung LG Panasonic Electrolux Toshiba Hitachi Mitsubishi Sharp Singer Haier Sanyo Bosch
Awareness
Usage
N = 400

11. 10
Samsung
LG
Panasonic
Electrolux
Toshiba
Hitachi
Sharp
0%
5%
10%
15%
20%
25%
30%
40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90%
Awareness
Usage
Which washing machine brand below that your family is using?
What washing machine brands are you aware of?
SAMSUNG AND LG CREATE A BIG GAP WITH OTHER PLAYERS IN
TERM OF BRAND AWARENESS AND USAGE
Low
Low
High
High
N = 400

12. 11
6%
3%
7%
8%
11%
12%
18%
20%
22%
24%
26%
26%
33%
52%
54%
57%
Others
Not produced in China
Japanese brand
Sale person recommendation
Short washing time
The newest model
Good warrantee services
Good customer service
Friends/ Family recommendation
Attractive design
Have good discounts/ sale promotions
Smooth operation and low noise
Electronic and water saving
Trusted brand
Affordable price
Durable
Total
What are the reasons why do you choose that brand?
DURABILITY, PRICE AND TRUSTED BRAND ARE DECISIVE FACTORS
FOR CHOOSING A BRAND
N = 400
*: Small sample size

13. 12
8%
3%
1%
6%
16%
20%
16%
23%
16%
33%
37%
34%
47%
55%
55%
49%
Others
Not produced in China
Japanese brand
Sale person recommendation
Short washing time
The newest model
Good warrantee services
Good customer service
Friends/ Family recommendation
Attractive design
Have good discounts/ sale promotions
Smooth operation and low noise
Electronic and water saving
Trusted brand
Affordable price
Durable
Samsung
7%
1%
4%
10%
11%
10%
18%
20%
24%
29%
30%
28%
33%
41%
63%
51%
Others
Not produced in China
Japanese brand
Sale person recommendation
Short washing time
The newest model
Good warrantee services
Good customer service
Friends/ Family recommendation
Attractive design
Have good discounts/ sale promotions
Smooth operation and low noise
Electronic and water saving
Trusted brand
Affordable price
Durable
LG
What are the reasons why do you choose that brand?
BOTH SAMSUNG AND LG ARE APPRECIATED FOR DURABILITY,
AFFORDABLE PRICE AND TRUSTED BRAND
N = 83N = 92

14. 13
3%
6%
1%
7%
6%
7%
17%
19%
21%
14%
9%
27%
27%
59%
39%
70%
Others
Not produced in China
Japanese brand
Sale person recommendation
Short washing time
The newest model
Good warrantee services
Good customer service
Friends/ Family recommendation
Attractive design
Have good discounts/ sale promotions
Smooth operation and low noise
Electronic and water saving
Trusted brand
Affordable price
Durable
Electrolux
What are the reasons why do you choose that brand?
ELECTROLUX = DURABILITY + TRUSTED BRAND
PANASONIC = DURABILITY + AFFORDABLE PRICE
9%
4%
13%
13%
15%
11%
17%
17%
26%
30%
26%
23%
34%
47%
57%
57%
Others
Not produced in China
Japanese brand
Sale person recommendation
Short washing time
The newest model
Good warrantee services
Good customer service
Friends/ Family recommendation
Attractive design
Have good discounts/ sale promotions
Smooth operation and low noise
Electronic and water saving
Trusted brand
Affordable price
Durable
Panasonic
N = 47N = 70

15. 14
What are the reasons why do you choose that brand?
TOSHIBA = DURABILITY + AFFORDABLE PRICE + TRUSTED BRAND
HITACHI = DURABILITY + TRUSTED BRAND
3%
0%
12%
9%
6%
15%
18%
18%
15%
9%
27%
15%
21%
73%
64%
61%
Others
Not produced in China
Japanese brand
Sale person recommendation
Short washing time
The newest model
Good warrantee services
Good customer service
Friends/ Family recommendation
Attractive design
Have good discounts/ sale promotions
Smooth operation and low noise
Electronic and water saving
Trusted brand
Affordable price
Durable
Toshiba
10%
0%
16%
10%
13%
6%
26%
10%
26%
19%
23%
19%
23%
52%
45%
58%
Others
Not produced in China
Japanese brand
Sale person recommendation
Short washing time
The newest model
Good warrantee services
Good customer service
Friends/ Family recommendation
Attractive design
Have good discounts/ sale promotions
Smooth operation and low noise
Electronic and water saving
Trusted brand
Affordable price
Durable
Hitachi
N = 31N = 33

16. 15
44%
52%
49%
39%
30%
50%
56%
48%
51%
61%
70%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 7,500 THB 7,500 ~ 18,000
THB
18,001 ~ 50,000
THB
50,001 ~ 85,000
THB*
85,001 THB and
Over*
Front Loading
washer
Top Loading
washer
What is your washing machine type?
56% USE FRONT LOADING WASHER
N = 400
*: Small sample size

17. 16
8% 10% 10%
7% 9%
0%
29%
29% 28%
31%
22%
18%
32%
34%
32%
30%
30%
45%
31%
26%
29%
33%
39% 36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 7,500 7,500 ~ 18,000 18,001 ~ 50,000 50,001 ~ 85,000* 85,001 and Over*
Over 10 kg
9-10 kg
7-8 kg
Under 7 kg
What is the loading capability of your current washing machine? (Kilo)
What’s your monthly average household income? (THB)
92% USE OVER 7 KILOS WASHING MACHINE TYPE
N = 400
*: Small sample size

18. 17
1% 2% 0% 0%
6%
0% 0%
4%
7%
5%
0%
6%
2% 0%
15%
12%
11% 18%
26%
11%
19%
51%
45% 52%
52%
32%
62%
59%
29%
35% 33% 30% 29%
26% 23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung LG Toshiba Hitachi Panasonic Electrolux
Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied
Overall, How do you feel with your current washing machine brand?
80% FEEL SATISFIED WITH THEIR CURRENT
WASHING MACHINE BRAND
N = 400

19. 18
23% 21%
17% 19% 19%
33%
39%
63%
58% 65%
66% 69%
61%
58%
15%
22%
18%
15% 13%
6% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung LG Panasonic Electrolux Toshiba Hitachi
It is the only brand I
would use
It is a prior brand
I will switch to other
brand
What is your usage intention toward your current washing machine?
15% ARE LOYAL WITH THEIR CURRENT BRAND
Samsung has highest ratio of loyal customers with 22%
N = 400

20. 19
Samsung
LG
Electrolux
Panasonic
Toshiba
Hitachi
0%
5%
10%
15%
20%
25%
30%
50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100%
Satisfaction
Loyalty
What is your usage intention toward your current washing machine?
How do you feel with your current washing machine brand?
SAMSUNG HAS HIGHEST LEVEL OF CONSUMERS’ LOYALTY
WHILE PANASONIC GAINS HIGHEST SATISFIED LEVEL
Low
Low
High
High
N = 400

21. 20
4% 7%
0% 3% 2% 0%
16%
24%
26%
28%
27%
22% 24%
16%
42%
29% 40%
43%
49% 52%
48%
29%
38%
32%
27% 27% 24%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung Panasonic Electrolux LG Toshiba Hitachi
Definitely recommend
Will recommend
Either recommend or not
Will not recommend
Definitely will not
recommend
Do you intend to recommend your current using brand to others?
81% WILL RECOMMEND THEIR CURRENT BRAND TO OTHERS
Samsung owns highest top box recommendation ratio
N = 400

22. 21
How often do you/ your family change/buy new washing machine?
What’s your monthly average household income? (THB)
62% CHANGE NEW WASHING MACHINE AFTER 3 TO 7 YEARS
15%
26%
21%
9%
0%
8%
31%
35%
24%
34%
35%
8%
31%
18%
33% 33%
35%
42%
20% 15% 20% 21%
26%
33%
3% 5% 3% 3% 4%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 7,500 7,500 ~ 18,000 18,001 ~ 50,000 50,001 - 85,000*85,001 and Over*
Under 3 years
3-5 years
Over 5 years to 7 years
Over 7 years
I don’t know/ remember
N = 400
*: Small sample size

23. 22
47%
64%
46%
43%
39%
33%
53%
36%
54%
57%
61%
67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 7,500 7,500 ~ 18,000 18,001 ~ 50,000 50,001 ~ 85,000* 85,001 and Over*
Yes
No
Do you intend to buy new washing machine in the next 1 year?
What’s your monthly average household income? (THB)
53% INTEND TO CHANGE NEW WASHING MACHINE
N = 400
*: Small sample size

24. 23
SAMSUNG IS THE TOP CHOICE FOR BUYING NEW WASHING MACHINE
Which washing machine brand would you choose to buy?
3%
1%
1%
1%
2%
3%
6%
7%
11%
18%
21%
25%
Others
Sanyo
Singer
Haier
Sharp
Mitsubishi
Toshiba
Hitachi
Panasonic
LG
Electrolux
Samsung
Total
N = 208

25. 24
2% 0% 2% 2%
7%
13%
11%
4% 2%
15%
36%
13%
33%
21% 25%
40%
29% 63%
46%
50%
63%
41%
29%
13%
7%
25%
9%
3%
0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 7,500 THB 7,500 - 18,000
THB
18,001 - 50,000
THB
50,001 - 85,000
THB*
85,001 THB and
Over*
Under $250
$250-400
$401-$600
$601-800
Over $800
How much would you/your family spend for a washing machine?
79% WOULD SPEND $250 - $600 FOR BUYING
NEW WASHING MACHINE
N = 208

26. 25
9% 11%
6%
1%
1%
2%
14%
14%
13%
76% 73%
78%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Bangkok Others
Big electronics retails
Branded store/showroom
E-commercer websites
Others
Where do you usually buy a washing machine?
BIG ELECTRONIC RETAIL IS THE MOST CHOSEN PLACE FOR BUYING
WASHING MACHINE
N = 400

27. 26
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

28. 27
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

29. 28