การสร้างแนวคิดส่วนตัวจากตราสินค้าระดับโลกของเด็กและวัยรุ่นไทย

Abstract

The research aims to study development and differences of self-concept from awareness of global brands among Thai children and adolescents. The study was divided into two steps, using quantitative research method. First, preliminary survey on most admired global brands was done with 229 samples to identify brands for use in the second step of the research. Then, questionnaires were used to collect data from 450 pupils of primary 4 – secondary 6 levels at Phra Mae Maree Sathorn School.

The result indicate that most respondents had higher brand awareness of soft drinks, fast food restaurant and snack brands than of clothes and sports shoes brands. While respondents recognized almost all listed brands in the soft drinks, fast food restaurants and snack categories, only 58 – 75 % and 45 – 64 % of them had awareness of clothes and sport shoes brands respectively.

Most respondents were able to specify four brands in all product categories that they could identify with or represent themselves categories. Brand choices reported by most respondents in all age groups of 8-10, 11-14 and 15-18 include personal preference, parents’ influence, and regular uses or purchases. However, in the clothes and sport shoes categories, another reason was found. Children and adolescents chose clothes and shoes brands that made them feel more confident and “look good.” (Except for the age group of 8 – 10 years of which reasons for choosing soft drink brands also include feeling of confidence and a sense of “look good”) Only small portion of respondents mentioned personality of brands or personality of their own self own self-concepts.