Hakuhodo Living Research Institute ASEAN (Thailand) in collaboration with Hakuhodo International (Co., Ltd.) reveals the results of a survey on consumer spending behavior forecasts in Thailand for the month of December 2022 that Thai people have a tendency to continually improve their lives Both the demand for spending that reached the highest level in the past 2 years and the happiness that is still increasing compared to the past few months Shows the way of life of Thai people now truly moving on from COVID-19.
At the end of the year, many people focus on celebrations. Prepare to shop for things to satisfy yourself and your family, whether it’s clothes, mobile phones. Extravagant items for gifts or food for festive parties. It also includes the cost of traveling back to their hometown to return to their family. This reflects very positive consumption behavior.
Thiramet Nitchanyawong Director of Strategic Planning Department Hakuhodo International (Co., Ltd.) viewed that the end of the year. Thai people are into being open to new things. Not only reward yourself, but also buy to fulfill others’ feelings, such as expressing gratitude, love, or reconnecting with family for a better new year. Therefore, brands should encourage people to open their eyes to new activities by using the keyword “opening” to create emotional engagement with the brand in terms of communication. (Communication) and creating a shared experience (Engagement) such as opening a wardrobe, upgrading a new look, opening the door to travel Open the elevator to enjoy the beautiful atmosphere on the Rooftop, etc.
In addition, COVID-19 has permanently changed the way of life of Thai people. Shopping channels have changed from things that have never been done until they are familiar. Brands need to evaluate all dimensions of the customer experience (touchpoint) channels, both online and offline. and organize activities to create participation (Interaction) distribution channel (Distribution) and communication (Communication) is a hybrid to close leaks during the influx of customers with purchasing power. For example, if currently focusing mainly on online customers, it may be necessary to consider increasing physical store activities in order to satisfy returning customers. walk more
Sitapat Rujithanyapat Senior Strategic Planning Officer Hakuhodo International (Limited) added that if referring to the results of the survey of the demand for spending trends of Thai people in Insight, there are 4 areas of interest:
- High spending tends to break all records in the past two years at 69%, especially for products that respond to emotions.
- Happiness and enjoyment are increasing, especially girls.
- Bangkok people are excited, teenagers focus on shopping for self-branding Elderly focus on shopping to reconnect
- Take a break from work relax Because life is worth more than gold.
Nowadays, people’s interest fluctuates all the time due to daily shocking situations in the country such as shooting news, flood news, political news that is still hot. Or many other news that appear in the Top10 until Thai people are no longer interested in news or concerns about COVID-19. What should be noted is that Thai people at this time tend to consume news more consciously and rationally Do not use emotions to decide the content of that news alone. Until you know the content of all the news and help each other comment to pull consciousness from flowing with the emotional flow of social media which the team considers It is a good sign and expects that Thai people will be able to deal with situations consciously. and knowingly for the safety of living in the next year
