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Views from Thailand
Dr. Sasie Smittipatana, Country Manager Acorn Marketing and Research Consultants Co Ltd, Thailand,
I came to Bangkok in 1995 and at the time, Acorn Thailand was looking for a social psychologist to analyze the Bangkok youth market. Because many of my formative years were spent in the United States, I was in a position to provide a unique cross-cultural comparison perspective. It was the first project that I had applied my psychology background to marketing research, and I enjoyed this 3-month project so much that decided to become a marketing researcher. So, ever since 1995, I have lived and worked in Thailand.
Thailand is a unique nation with friendly, easy-going people. However, these are tumultuous times for this nation, characterized by political instability, a declining global economy, the H1N1 pandemic scare, and now flooding. Although Thailand’s economy seemed to be picking up towards the end of 2010, the overall outlook for this year is still hazy and recovery is far from certain.
The interest in current political issues is nationwide and has become a common household topic of discussion. Thais have learned to live with political conflict since 2006 and have become adapted if not desensitized to it. And although they no longer hope for a totally harmonious society, at least those in the private sector strive for a stable business environment.
Obviously, 2010 Thais operate under the premise of uncertainty. But within the confines of that uncertainty, the average Thai seeks a measure of control over his or her own life. With this overarching desire for personal control in mind, I chose the theme of, “My life, My choice, My group” for 2010.
Let me explain the rationale underlying this theme. Since the division of the country along political lines, most average Thais have contemplated their ideology and have chosen to align themselves with a particular side. This choosing-a-side tendency has transferred to other areas of their lives as well. 2010 marks the year people chose sides. They began to realize just who it is that they are, and subsequently began to purchase products and adopt styles appropriate to these newly discovered identities. This trend is also evident in the growth of the online social network (for example, Facebook, Twitter, and BlackBerry (BB)) and the increasing popularity of technological accessories such as smart phones. People choose their social networks, and fan clubs. They choose what’s right for them, and together they become more powerful. In this time of political conflict, Thais are becoming further divided in their choice of products, styles/designs, and attitudes. These long conflicts have led them to reflect on who they are as individuals, and the role they play in society. They have learned to re-evaluate their priorities and the importance of their choices in life.
In translating this to the consumers’ world, there are shifts in how people choose products and brands. Traditionally, Thais have been impartial to many things, many brands, and many ideas, with the belief of walking the “middle path.” This middle path has been blocked and replaced with a network of independent lanes that lead in many different directions. Thais have been forced to head down that path that leads to the destination that they prefer. These more personalized journeys entail identification with groups that they feel is most reflective of their own preferences, values, and philosophies. This newer, more differentiated sense of belonging is stronger than ever and is reflected in Thais’ choices of neighborhood, products, fan clubs, and networks. The latter choice of network connections, including online networking support, makes it clear that Thai life today is all about “My life, My choice, My group.” Thais are becoming more devoted towards things that are important to them as individuals, particularly when they know their social network strongly supports their choices.
Online social networking is among the latest trend and fits well with Thai culture that enjoys chatting with friends and associates. Foremost among these social networking sites are MSN, Skype, Facebook, and BlackBerry (BB). Social networking is rapidly becoming a major leisure activity for most people in the urban areas. One news report cited that mobile Internet users in Thailand are expected to reach 18 million this year, which is a drastic increase over the numbers of previous years.
Ironically, another recent, and apparently countervailing trend in Thailand is a devotion to Dharma teaching. The “White (purity)” trend has led people to rethink their lifestyle – to live a simple, clean, pure life. Strictly speaking, traditional Dharma teaching has always been strong in Thai culture, as the predominant religion is Buddhism. However, this has been relevant mainly to the elderly. The ore recent interest in Dharma teaching can be contrasted from the more traditional by its emphasis on meditation to relieve the stress of the younger still-working class. It also advises people to walk a middle, measured path of moderation that eschews frivolous indulgence.
To serve this fresh market, there are now travel/tours for meditation, to cleanse the mind, create awareness, and live more ethically oriented lives. There are preschool institutions and secondary schools that use dharma a as the key principle in teaching students to live a simpler life and to oppose materialism and conspicuous consumption. These schools teach children to “go back to basics,” – growing rice, building clay houses, farming, and meditation, all according to the Buddhist way of living.
Related to the trend of living a “simple, clean, pure life,” is the strong trend toward health. This is true for young and old, and outdoor activities such as music festivals and sports activities are popular. People want to be healthy - they eat well, exercise, and want to be in good shape. Thailand has a growing “aging” population who are over 60 years old and still active. Population ageing in Thailand has prompted marketers to target this active older generation for health products, medical checkups, and health-related lifestyle products/services. The higher-income older group is an attractive target group because of its comparative wealth and the time it has at its disposal. We also predict financial institutions will join this trend and provide new financial investment products for this group.
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