Results from the 2009 COTTON USA Mark Tracking Survey suggested that Thai consumers spent more on clothing, with increased attention on quality, durability, wearing comfort, and product’s friendliness to the environment.

According to Mr. Kraipob Pangsapa, COTTON USA Thailand Representative, the COTTON USA Mark Tracking Survey showed that the frequency of Thai consumers remained unchanged at once a month on average when out to purchase clothing.

“The average spending on clothes has risen from 3,246 Baht in 2007 to 4,282 Baht in 2009.  The higher spending could be attributed to the rising prices in general and a trend where consumers are willing to pay more for better quality and wearing comfort, along with increasing concern on product’s friendliness to the environment. Over 90% of both male and female respondents were well aware of environmental issues and had a positive perception of “cotton” as the friendliest raw material to the environment because it was a natural fiber with no chemicals and was biodegradable,” he said.

In terms of consumer’s behavior in buying products that are made of “100% cotton”, 25% of female respondents aged 25-34 years old, which was the group with the highest purchasing power, purchased 100% cotton products during the previous three months, an increase from 21% in 2007. Among male respondents, 28% of those in the older age group of 35-45 years old purchased 100% cotton products.

Mr. Kraipob continued saying that COTTON USA has set aside a marketing budget of 20 million Baht to reinforce consumer’s awareness about benefits 100% cotton products, high quality products made from a majority of US cotton, that includes campaigns to strengthen awareness of COTTON USA Mark. From the most recent study, awareness of COTTON USA Mark among general population rose to 39%, from 26% in 2007. And among female respondents aged 25-34 years old, the awareness increased significantly from 32% in 2007 to 54% in 2009.

“40% of all respondents said that “COTTON USA” hangtag influenced their buying decision,” he added.

“COTTON USA has set a target to have 2-4 new licensees in Thailand. COTTON USA Thailand currently has 44 licensees, divided into 22 brands and 22 textile manufacturers. In addition, we expect to label 6.38 million “COTTON USA” hangtags to products sold in Thailand this year, compared to 5.8 million hangtags attached in 2009,” Mr. Kraipob said.

COTTON USA will also implement more proactive marketing activities in partnership with the Thai textile and garment industries. For example, the COTTON USA Supply Chain Marketing program will help Thai manufacturers that uses high percentages of US cotton build new relationships with international brands, retailers and companies demanding high quality products made with US cotton. The COTTON USA Yarn Buyers Tour to Thailand which will bring international yarn buyers to meet the 19 Thai founding member mills is expected at the end of the 2010.

The COTTON USA Mark Tracking Survey is conducted once every two years to measure the performance and consumer’s perception towards the “COTTON USA” Mark against its major competitive brands and provide insights to Thai consumers when it comes to cotton products. The COTTON USA Mark Tracking Survey 2009 was conducted by The Interactive Research Co., Ltd. The sample size was 500 Bangkok residents within the age range of 15-54 years old and with a household income of over 20,000 Baht per month. It was divided into two main segments: core target of female respondents aged 25-34 years old and general population of both male and female respondents aged 15-54 years old.