Urban Asian Values and Changing Consumer Trends

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www.intage-thailand.com
Thailand Only
Nov 10, 2014

2
Anger
Credit: Vincent Chow dot Net

3
Global Power Shift

GDP
Goldman Sachs' projection
of the 20 largest economies in 2050

5
We are in the process of Democratization Progress
From Top of Pyramid to Bottom of Pyramid
Consumption
From Product Centric to People Centric
Marketing
From Intellectual Property to Wisdom of the Crowd
Innovation
From Representative to Participative Democracy
Politics
Ref: Dr.Suvit Maesincee, Sasin Institute for Global Affairs (SIGA)

6
From a Pyramid to a Diamond Income Pattern
GDP by Purchasing Power Parity

7
ASIAN
Cultures
Quest for Modernity, ICT like the WESTERN
Community & Family-oriented with disciplines & hierarchy
Collectivism
Relationship over objective
Status-concerned, Peer-concerned, Institute beyond Individual
Key Common Uniqueness of Asia

8
Value & Culture Drive the Differences
In Similarity, We are Different

The Relative Prominence in Today’s Value
Easy Going
Striving
Contented
Ambitious

10
Urban Asians : Shanghai Dynamic & Ambitious
INDEPENDENT, DYNAMIC & AMBITIOUS…

11
Urban Asians : Delhi Ambitious but Reserved
STRIVING but RESERVED…. EDUCATION is the key to SUCCESS….

12
Urban Asians : Jakarta Self-content & Family-oriented
Self-content, very individualistic but Family is priority!!!

13
Urban Asians : Ho Chi Minh Ambitious & Status-oriented
Ambitious & Status-oriented

14
Urban Asians : Yangon Easy going yet Ambitious
Ambition is a new Fashion

15
Urban Asians : Phnom Penh Ambitious but Carefree
All are ambitious…yet in an easy & slow pace

16
Urban Asians : Manila Contented and Easy-going
“Happy is the man who is Contented”, วางใจไม่ใช่วางเฉย

17
Urban Asians : Bangkok Easy & Laid-back
5S: Easy & Laid-back
Sabai
Sanuk
Saduak
Sa-thu
Smile

18
Projected Image,
Behavior
Belief
Group Norm
Learnt Value
Genetic Value
Conscious
Unconscious

19
Consumers No Longer Simply Consume
They question
They compare
They reject
They find alternatives
They sell
They connect
They are empowered
They are impatient

6 Key Consumers Trends
1. Consumers Search for Instant Alternatives
3. Consumers are Vying for Validation & Status
4. Consumers are Shaping their Time
5. Consumers are Expecting Authenticity
2. Mindful Living
6. JOMO vs. FOMO

21
Social Media is a new normal!
But please be reminded that
Social Media Marketing is not about FB fans

Understanding Consumers in Social Media and Digital era is about Psychology,
not the Technology

Younger Generation: 1 Screen for all tasks

www.intage-thailand.com
No Interruption
Anywhere, anytime

BASE: Total 2,500 respondents, 500 per country
Thai prefer to watch drama series on mobile screens to TV due to the convenient reason - wherever and whenever!
wherever

Content is Queen, but
Engagement is KING

This campaign wasn’t about the headphones.
It was about the consumer and their WANT

28
Self
Actualization
Physical Needs
Self Actualization
Needs vs. Want

Engaging Real-Time Marketing
Culturally aware and taking cues from society
Authentically participating in consumer’s life
Authentically listening to consumers’ voice and responding in a way that meets their needs, not the brands


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Intelligence Inspiring Marketing Innovation,
Empowering Business Solutions
FM-PD-01-06
dangjai-a@th.intage.com

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