Urban Living With Style: An Exploratory Survey of Bangkok Generation Y’s Lifestyle

Main Article Content

Papaporn Chaihanchanchai
Saravudh Anantachart


This study is a preliminary exploration of the lifestyle typologies of Generation Y in Bangkok, Thailand. Drawing upon an AIOs (Activities, Interests, Opinions) approach, 126 statements were developed to segment them into groups. A field survey was employed through questionnaires to collect data from this cohort. A total of 455 responses were analyzed through an exploratory factor analysis (EFA) technique. Eight distinct lifestyle segments were identified: the On-trend Netizens, Adrenaline-addicts, Self-care Traditionalists, Concerned Pragmatists, Safe-centered Family Person, Materialists, Emotional Facebookers, and Soap Haters. Each segment has unique characteristics. The findings show the nuances of the lifestyles of Generation Y in Bangkok, laying the foundations for a better understanding of this group. It is beneficial for marketing practitioners to develop appropriate communication strategies, products, and services accordingly.

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How to Cite
Chaihanchanchai, P. ., & Anantachart, S. (2023). Urban Living With Style: An Exploratory Survey of Bangkok Generation Y’s Lifestyle. Journal of Population and Social Studies [JPSS], 32, 36–55. Retrieved from https://so03.tci-thaijo.org/index.php/jpss/article/view/268133
Research Articles
Author Biography

Saravudh Anantachart, Department of Public Relations, Faculty of Communication Arts, Chulalongkorn University, Bangkok, Thailand

Corresponding author


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