Marketing Factors Brand Heritage and the Commercial Potential of Savon de Marseille Soap in Thailand

บทคัดย่อ

This study aimed to (1) assess the commercial potential of Savon de Marseille soap in Thailand, (2) examine consumer awareness, perceived value, trust, and perceived business success, and (3) test the structural relationships linking marketing factors, consumer responses, and commercial potential. A quantitative survey was administered to 400 Thai consumers aged 20 years or older who had purchased or considered purchasing premium soap or skincare products in Bangkok, surrounding provinces, and major economic cities. Data were analyzed using descriptive statistics, Pearson correlations, and structural equation modeling. Commercial potential was moderate(M = 3.35, SD = 0.69), whereas perceived business success was moderate-to-low (M = 2.82, SD = 0.83). Heritage image and brand credibility received the highest marketing-factor rating (CM = 3.58, SD = 0.66) and exerted the strongest positive effects on awareness (β = .64) and perceived value (β = .59). Price negatively affected awareness (β = -.18) and perceived value (β = -.41). The full model fitted the empirical data well (χ² = 236.48, df = 192, χ²/df = 1.23, RMSEA = .032, CFI = .98, TLI = .97), and business success positively influenced commercial potential (β = .71; R² = .50). The findings show that heritage can build value and trust, but converting favorable attitudes into loyalty and willingness to pay a premium remains the central market gap. Managers should therefore combine verifiable authenticity cues with accessible-premium pricing and trial experiences.