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9 October 2006
Bangkok
Window shopping is ranked first when it comes to making a final decision for purchasing a variety of products in Thailand while Asia pacific consumers go for Brand, Europeans surf the internet and North Americans rely on previous experience, according to ACNielsen, the world’s leading marketing information and research company.
In a recent online survey conducted in 41 countries around the world, ACNielsen asked consumers what helped their final decision when it came to purchasing a variety of products.
‘Window shopping” was the most popular decision-influence overall for Thai shoppers, particularly for purchasing Jewelry/Watch ( 76%), Fashion (75%), Mobile Phones (68%) and MP3 (67%). ‘Brand/Reputation’ was the most popular consideration for more than half of Thais in choosing a bank ( 65%). ‘Prior Experience with the Same Brand’ was the most influencer when people decide to buy a car (60%). Word of mouth was the most popular for more than half of purchase influencer in Holidays/vacations ( 53%) and Weight loss products ( 51%). Conventional TV/Print Advertising was the most likely to swing it for four in ten in choosing Loan (40%) ( Table 1)
When it comes to Jewelry/watch and fashion , Thais just need to see them by themselves
Thai consumers believe window shopping is the most desirable influencer when making purchases. Thai People rely much more strongly on visual presentation before making a purchase especially when selecting Jewelry/Watch, Fashion, Mobile Phones and MP3. Like the Thais, when it comes to Fashion, in particular for Europeans with 56 percent preferring some good old-fashioned retail therapy, compared to a global average of 47 percent. 45 percent of Americans and 42 percent of people in Asia Pacific also consider window shopping as a key in their clothes-shopping. Advertising and Brand were the second and third ranked influencers for the fashion -concious in Thailand as well as the global preference. Moreover Thais, Europian and US shoppers all believe that “seeing’ the jewelry items in person was a pre-requisite before deciding to buy.
Ms. Chantira Luesakul, Managing Director, ACNielsen (Thailand) says “In certain categories like Fashion, Jewelry/Watches, Mobile phones, MP3 players and even Cars, the Thai consumer prefers the traditional mode of pre-purchase scouting i.e. window shopping”. She further adds, “Thai consumers need to see, touch & try on the goods before they buy.”
Conventional TV/Print Advertising is the second most purchase influencer and a dominating decision-influence for consumers in Thailand mainly in Mobile Phone (63%), Fashion (58%) , Holidays/vacations (49%) and Weight loss products (40%), Brand and reputation on Jewelly/ Watches ( 43%) and loan (38%),Prior Experience for Bank ( 55%) and Internet for MP 3 players ( 56%).
“Despite all the advertising budget spent in promoting their brands, products and services by marketers, Conventional TV/Print Advertising is not a top consideration for global consumers in their purchasing decisions and is ranked second for influencing Fashion purchases. In Thailand, however traditional advertising continues to play a major role in marketing strategies. It helps build the brand awareness and product positioning as well as influence the purchase.
‘Brand/Reputation’ helps choosing a Bank in Thailand
‘Brand/Reputation’s the first and foremost consideration for Thai consumer when thinking about personal financial like Bank ( 65%) followed by Prior experience ( 55%) and TV/Print ads ( 42%). Asia Pacific consumers also believe in Brand/reputation while Europians and North Americans rely more on previous experience when it comes to choosing a Bank.
Thais will stick with what they’ve known when buying a car
Like Europian and US consumers, Thais believe Prior Experience to be the primary consideration when buying a car (60%) followed by window shopping ( 58%) and TV/Print ads ( (54%) while Asia pacific consumers would rather go for brand Instead. (Table 4)
Word of Mouth is ranked first for making Holiday/Vacation plan and Weight loss products
Globally, the Internet is the first channel of information gathering for holiday-makers when planning their vacation/travel. This is in fact a universal trend, with 59 percent of Europeans ,53% Asia pacific and 51 percent of Americans indicating the same. Thai consumers are however less likely to research their vacation plan online. They rely on word of mouth the most (53%) ,TV and print ads ( 49%),brand and reputation (46%) are also required to make a decision.
When Thai consumers were asked what help them make a final decision on Weight loss products, Word of mouth appeared to be the first priority with about half of them (51%) preferring on the recommendation of a friend, TV/Print Ads ( 40%) and Internet (34%) respectively.
The ACNielsen Online Consumer Confidence and Opinion Survey is the largest half-yearly survey of its kind aiming at gauging current confidence levels, spending habits/intentions and current major concerns of consumers across the globe. The ACNielsen Consumer Confidence Index is developed based on consumer’s confidence in the job market, status of their personal finance and their readiness to spend. The latest survey, conducted in late May/early June, polled about 22,780 internet users in 41 markets from Europe, Asia Pacific, North America to the Baltics.
Markets Covered:
Australia (Aus), Austria (AT), Belgium (Bel), Canada (Can), China (Cn), Denmark (Den), Finland (Fin), France (Fra), Germany (Ger), Greece (Gre), Hong Kong (HK), India (Ind), Indonesia (Indo), Ireland (Ire), Italy (Ita), Japan (Jpn), Korea (Kor), Malaysia (Mal), Netherlands (NL), New Zealand (NZ), Norway (Nor), Philippines (PH), Poland (Pol), Portugal (Por), Russia (Rus), Singapore (SG), South Africa (SA), Spain (Spa), Sweden (Swe), Switzerland (Swi), Taiwan (TW), Thailand (TH), Turkey (TR), United Kingdom (UK), United States (US), Czech Republic (Cze), Hungary (Hun), Vietnam (Vnm) and the Baltics (Bal) which covers Estonia, Latvia and Lithuania.
About ACNielsen
ACNielsen, a VNU business, is the world's leading marketing information provider (.) Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.com.
Table 1
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