Defined as urban straight men who are conscious of their physical appearance, metrosexuals in Bangkok are spending more energy and money on their looks than the average man. According to the research entitled 'Meet the Bangkok Metrosexuals', the category spends between 250,000 to 350,000 baht (US$6,200 to $8,700) annually on grooming and leisure.
"Metrosexuals possess high purchasing power and influence new marketing and advertising trends," said Punnee Chaiyakul, Ogilvy MD. "They are becoming a very significant consumer group."
The survey shows almost 77 per cent of metrosexuals regularly visit salons, 98 per cent use fragrances daily and almost 86 per cent use some form of face cleansing foam.
The study, undertaken in October 2005, covered 115 metrosexual men in Bangkok in the age group of 25 to 55. With average monthly household income of more than 40,000 baht per month, metrosexuals are top spenders in many categories such as high-end automobiles, luxury goods, and fashion brand clothing.
Metrosexuals create new market in Bangkok
A study conducted by Ogilvy & Mather Thailand has demonstrated the opportunities that are being created for marketers by Bangkok's burgeoning population of metrosexual men.
