The Effect of Marketing Communications on Generation X and Generation Y Consumer Behavior in Department Store Bangkok Province

Abstract

The objective of this research was to study the demographic characteristics and marketing communication tools that affect Generation X and Generation Y consumer behavior of department stores in Bangkok province. The sample group used in this research using a sample was consumers who used department stores because the exact population is unknown. Therefore, the sample number was calculated using an unknown population formula using a 95% confidence level and allowing a 5% sample selection error, the sample size was 385 people.

The results showed that most of the respondents were female, aged 31-40 years with bachelor's degrees. Self-employed and independent business, including an average monthly income, was 15,000 - 20,000 baht. The research found that marketing communication which is the advertising of advertising at the point of purchase (Point of Purchase) has the highest average, which is 3.82. There was personal selling which offers benefits with the highest mean, 3.78. In public relations, there were posters in public relations with the highest mean being 3.74. Sales Promotion used to win various sweepstakes with the highest mean being 3.78, at a high level in terms of Direct Marketing, there was a sending of SMS/E-mail to inform promotion news with the highest mean being 3.85. Digital marketing was the presence of an application for ordering goods and communicating promotions; the highest mean is 3.86.

Different genders, ages, and marketing communications did not affect consumer behavior in Generation X and Generation Y department stores at a statistically significant level of 0.05. The difference in marketing communications affected Generation X and Generation Y department stores in Bangkok. However, the testing affected results of status, occupation, and income from the marketing communication on Generation X and Generation Y consumer behavior of department stores in Bangkok found that there are no different statistically significant at the 0.05 level.