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

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."

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