ค่านิยมของผู้บริโภคไทย เจเนอเรชั่นเบบี้บูมเมอร์ เอ็กซ์ และวายไทย

Abstract

The objective of this research is to understand Thai Values of the Baby Boomers, Generation X and Generation Y. Methodology includes both qualitative and quantitative approaches. The first step is the development of a values scale, which includes the analysis of information gathered from three sources: literature reviews of values concept; in depth interviews of nine experts in values and consumer behaviors; and open-ended interviews  with  150  Baby  Boomers,  150  Generation Xs and 150 Generation Ys in Bangkok. The second step is a survey of 1,299 Thais, 438 Baby Boomers, 431 Generation Xs, and 430 Generation Ys, respectively. The research uses descriptive statistics and inferential statistics and One-way ANOVA for analysis.

Research findings indicate that the values ranking scores of the Baby Boomer Generation and Generation X and Y are different. These values show the priority differences between generations. However, some values are commonly shared by    all three generations in the top five and bottom five ranking scores.The research shows similarities of top five values prioritites among Thai people from the past until present. However, for the bottom five values, the research found that the present five bottom values have been changed from values that defined “Thainess” in the past to the values at the bottom five in the present.