Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE credits
Date: June 1st, 2011
Program: MIMA – International Marketing
Course name: Master Thesis (EFO705)
Title: Differences of Consumers’ Perception and Attitude towardsMarketing Communication through media: comparison generation X, Y, and ZinThailand
Problem: How each generation perceive and react to marketingcommunication differently: comparison Generation X, Y, and Z.
Research question: What are the particular differences ofperception and attitude towards marketing communication through media among eachgroup of consumers: comparison Gen X, Y, and Z in Thailand?
Purpose: To compare differences of perception and attitude betweengeneration X, Y and Z towards marketing communication through the chosen media(television, print, and internet).
Method: A qualitative method was used to achieve the purpose ofthis thesis. The primary data was gathered by using semi-structured interviewwith twelve respondents in three different generations: X, Y and Z. Secondarydata such as online documents and textbooks were also supported to enhance thevalue of the findings.
Conclusion: Comparing the perception and attitude toward marketingcommunication by media between generation X, Y and Z are almost the same. Thereason is that the technology is changing over time and has more impact fortheir life. As a result their lifestyle is dominated by internet. Advertisingon TV is still much alive while print ads are almost end for generation Y and Zsince this kind of media is unattractive as well as the new generations are readless.However, print ads are effective for generation X.
2011. , 117 p.
Generation X, Generation Y, Generation Z, Consumer behavior, Marketing communication