The current situation of the COVID-19 outbreak unsolved affect everyone which is not only affecting the social and economic aspects But it also affects the mental health and quality of life of many people. After the fourth wave of the coronavirus epidemic, we saw a dramatic change in consumer behavior. Most of them remain vigilant about the situation of the COVID-19 outbreak. coupled with unstable income in the past
This is one of the reasons why most consumers have changed their spending behaviors after the Covid-19 crisis. As a result, Hakuhodo ASEAN Living Research Institute (Thailand) cooperated with Spicy H Company Limited to survey and forecast Thai consumer behavior for October 2021. It was found that although Thai people’s happiness was the lowest in the year. at 59 percent, down 4 percent from August. However, demand for expenditure rebounded the most at 58 percent, with the main factor being food and beverage products. including beauty products To reduce stress from work during the time at home. and find products to adapt and live happily in the Covid era, such as mobile phones, smartphones, bedding
Ms. Chutima Viriyamahakul Business Director Hakuhodo ASEAN Living Research Institute (Thailand) revealed that in the survey of Thai consumers’ behavior in this round, it was found that The issue that Thai people follow the most Still can’t escape the problems and situation of Covid-19 that is still protracted This is an important issue and affects the happiness of Thai people in the long run. Including issues that Thai people are equally interested in. The government’s remedial measures are good. The outlook for the lockdown situation seems to have eased somewhat. Including hot issues such as vaccine brands that will be imported to Thailand. In addition, the need for the ATK test kit, which shows the adaptation of Thai people. who still need to be careful from Covid-19 In our survey, there are two key indicators of consumer spending habits:
1. Marketers prepare to create a golden opportunity from “Revenge Shopping” / Be ready for upcoming ‘Revenge shopping’ from the convenience of online shopping. And the situation of the COVID-19 epidemic in Thailand has driven more consumers to shop online. As a result, Online Shopping business is also an important tool to attract customers. promotional promotion both styles free shipping or promotion buy 1 get 1 to increase sales online But there are some consumers who still want to shop outside the home. to change the atmosphere and relieve tension This creates an opportunity for consumers to come out to “shop back” to compensate for the uncomfortable feeling. and relieve stress through shopping outside the home with family members
2. Women don’t stop being beautiful. “Return happiness to women” with shopping / Refresh the happiness of women from the Covid-19 situation causing female consumers to bear heavy burdens, including working, raising children or even taking care of housework But there is still a need to spend more to find happiness for yourself. It can be seen that female consumers have a tendency to increase their demand for skin care and cosmetics products to be among the top 5 most wanted products. because even though he didn’t leave the house But this group of people still want themselves to look beautiful all the time. And there is another product group to watch. It is the demand for spending on electronic products such as computers, smartphones and audio equipment. add more too Because these products can stimulate expenses and fulfill women’s happiness as well.
On the other hand, Ms. Chulika Saisila, strategic planning manager of Spicy H Company Limited, said that from the survey results of Thai consumers in this round If classified into the age range of 20-29 years, consumers in this group will focus on finding happiness for themselves. By spending products to take care of yourself to look good always. Especially the products in the skincare and cosmetics category are still very popular and hot products. As for electronic products such as computers and smartphones, it is still a necessity. Which can be used in conjunction with the work that you do and create happiness for yourself as well. As for consumers in the 40-49 year group, they still spend mainly on family care. Whether it is about tuition fees for children – grandchildren buying milk for baby Caring for elderly parents, etc.
but still spend more carelessly, tightening the expenditure belt to create stability and savings to cope with the uncertainty of the current economic and social conditions If divided by region, it was found that The northeastern region still has the highest demand for expenditure. After the government announced a lockdown, people returned to their homelands and planned to stay long-term. The purchase of goods necessary for life. After experiencing the poisonous covid and having to come back to live in their own homeland
In the central region, most of them are sold out of necessities such as bedding and computer equipment. To use in work and create personal happiness in Bangkok and surrounding areas found that the financial condition tends to improve and has increased spending Whether shopping online to reduce stress. The data from the October 2021 survey found that the 5 product groups that Thais spend the most during the lockdown situation It is a group of products that are necessary for daily use, which are
- Food 31%
- Daily necessities 14%
- Smartphones and mobile phones 10%
- Computer and tablet devices 7%
- Cosmetics and skincare 5%
Ms. Nutchamon Napanan Phokin Strategic Planning Manager, Spicy H Co., Ltd. added that “Forecast of consumer spending behavior in Thailand for October 2021” The protractedness of the Covid situation Also known as Long Covid, resulting in the behavior of Thai people to pay more attention to the news of the country. accounted for 48 percent, especially news related to COVID government remedial measures Or even the number of infected people in the country that fluctuates every day.
followed by the inevitable in politics mob movement and various rallies up to 24%, with an increase of 16% of interest to the second place and also follow hot issues around the world And a foreign affair such as the Taliban invasion of Afghanistan, 3 percent, followed by news of the director Jo, the economy and natural disasters. It is interesting that in the situation of COVID-19 stressful and uncertain Yet another new topic in the research is Popcat, games and sports, which overall shows that consumers still want entertainment. to relax and find happiness in their own environment
The last survey was in October. The Hakuhodo Social Research Institute ASEAN (Thailand) conducted an online survey. “Forecasting consumer spending behavior in Thailand” on August 17-26, 2021, prepared every 2 months in conjunction with affiliated companies. to focus on forecasting future trends of Thai consumers The survey participants consisted of 1,200 males and females aged 20-59 from six regions across the country.
