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Summary and translation of teerapong sirichannun and raweewan niputprasart, "research: Brand names and feminine product purchasing behaviours" Brand Age 1.1 (May 2000); 96-106. (Tidbits On Thai Women's Movements).(Brief Article)(Statistical Data Included)
During the bubble economy in the early 1990s, brand-name product purchasing was popular in Thailand, especially among upper middle class women in Bangkok. Brand names such as Armani, Versace, Gucci, Louis Vuitton, Tag Heuer, and Rolex have become everyday vocabularies for Bangkokian women, for whom shopping is a well-known popular past time. These companies and those manufacturing and producing everyday consumer products such as Proctor & Gamble, Colgate, and Palmolive, credit their marketing success on their knowledge of lifestyles and attitudes of their target groups, women.
The research team of Brand Age has conducted a market survey to determne the lifestyle and attitudes of Bangkok women in the age range of 12-35 years. The survey sample is comprised of 1,270 women. Among the women participating in the survey, 62% are high school students, university students, and young professionals at the age of 16-27; about 54% have university degrees; and about 43% have monthly incomes/allowances below THB 5,000 (USD 125) and 55%, more than THB 10,000 (USD 250). All of them make purchasing decisions on consumer products for their personal use.
Women are the primary target group of consumer products such as cosmetics, marketed-as-healthy food, special diet food, jewelries, and clothing. The total annual value of this market in Thailand is approximately THB 50,000 million bath (USD 125 billion). Cosmetics have the highest market value at THB 15,000 million (almost USD 400 million) per annum.
SELECTED FINDINGS FROM BRAND AGE MARKET SURVEY (MAY 2000) LIFE STYLES Leisure activities Rank Activity Percentage 1 Watching television 25.9 2 Reading 20.6 3 Radio listening 18.3 4 Movie going 10.4 5 Shopping 9.0 6 socializing with friends 6.1 Women's Movie (Mostly Hollywooid films) Choice ...
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