Thai consumers are changing buying habits while becoming more health-
conscious and independent, according to a new survey by Leo Burnett.
Called "Trendspotting", the survey highlights fundamental shifts in
attitude that are expected to have a profound impact on marketing and
advertising trends, managing director Pornsiri Rojmeta said.
Begun in January 1999, Burnett interviewed 3,000 people in Bangkok aged
between 18-30.
The survey found younger Thais are self-confident and more
individualistic, with quality the major factor influencing their buying
patterns.
"Usually Thai people are group-orientated, and we could affect thinking
by creating campaigns that appeal to a certain group," she said.
"Now, young people are more independent and health and appearance
conscious, so they are paying more attention to products that promote a
healthy lifestyle."
She said the findings from five major categories could influence
consumption and were deemed crucial for marketers and advertisers.
In future, Thais will tend to be more individualistic and exhibit high
self-confidence, while spending carefully and rationally.
In the first quarter of 2000, Thai people felt more comfortable and
optimistic compared with the same period last year.
Respondents were positive about the next five years and have a clearer
life plan.
Last year, problems involving politics, corruption and unsatisfactory
leadership undermined people's confidence.
During the first quarter of 2000, the survey found that Thais were
adhered less to family and friends and more willing to accept new
lifestyles.
In 1999, people tended to be wary of their surroundings and kept to
themselves and their families.
Success indicators have also changed, with Thais valuing a person's
ability rather than power, fame and wealth.
This indicated a shift in attitude from materialistic values, most
likely as a result of political, economic and social turmoil over the
past few years, Ms Pornsiri said.
In the first quarter, Thais were more optimistic about the future, but
less willing to spend. Money is now spent more wisely on products
necessary for daily living, with high quality brand names preferred.
Respondents indicated they were not ready to try new, up-and-coming
brands.
In the next six months, respondents want to purchase durable goods
deemed essential to their everyday lives such as cars, cellular phones
and computers.
"Previously such products were considered luxury items. Now, Thais look
on them as indispensable for everyday life," Ms Pornsiri said.
"Given their more individualistic attitude, this group has adjusted
their spending behaviour by giving higher priority to their needs.
Nevertheless, the spending criteria hinges on quality."
