Optimism rises as good times slowly return to Thailand - Thai consumers have reassessed their values and lifestyles after the recession

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