Lifestyle and brand consumption behavior of generation me

Abstract

The objective of this research is to study the lifestyle and brand consumption behavior of Generation me which is a quantitative research by using a questionnaire as a tool to collect data from the sample group which is male and female, aged 18-48 years in Bangkok in the amount of 400 people. The data will be processed by SPSS for Windows and statistical analysis using descriptive statistics analysis, frequency, percentage, mean and standard deviation from organizing the pattern of lifestyle by analyzing factor, the research found that as following:

1. The lifestyle of Generation me is divided into seven groups 1) Positive Thinking 2) Fashionista 3) Good Young Blood 4) Earnestness 5) Party Retreats 6) Salubrity, and 7) Media Addiction

1. The brand consumption behavior of Generation me that the sample group has used is mostly the same brand as the favorite brand. It shows that they often choose to use their own favorite brands. However, if the product category has a high level of relevance like a car, they tend to love the brand with the image and price that is higher than the brand they used which the results of the research are truly consistent with the characteristics of the Generation me.