The Thailand Consumer Survey

Over the previous two editions of the Thailand Consumer Survey, we have observed that the Thai consumer is an astute one. Although not always price-sensitive, they are value-conscious, prioritising quality over price considerations in their consumption decisions. Beyond these constants, we are also witnessing a seismic shift in their behaviours driven by the advent of online shopping and cashless payments.

We begin by taking a look at consumer sentiments and their outlook for the future, to examine the factors influencing consumer behaviours throughout the consumer journey. Specifically, we observe the shifting impact of communication channels in building brand and product awareness, and consider the influence of digital marketing channels – in addition to traditional physical channels – as younger Thai consumers spend an increasing amount of their time online where they are inspired by social media influencers. Later, we also analyse the top consumer purchase considerations, in terms of product attributes and brand preferences, across different product categories.

With the overall consumer experience fast becoming a key differentiator for businesses in the evolving market, companies will need to focus on opportunities to engage their consumers and consider avenues for personalisation. In the consumption phase, we explore consumer preferences for purchasing channels and their payment behaviours. Of note is also the observation that convenience continues to be paramount to the Thai consumer, whose desire for accessibility has driven the proliferation of Convenience Store Chains and a rapidly expanding e-commerce and social commerce market.

Finally, we highlight several observations about the effectiveness of loyalty programmes in driving repeat purchases by the Thai consumer, and how companies should leverage this as an avenue to gain deep insights into consumer buying habits and preferences.

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