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Differences of Consumers’ Perception and Attitude towards Marketing Communication through media: comparison generation X, Y, and Z inThailand
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

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.

 

 

Place, publisher, year, edition, pages
2011. , p. 117
Keyword [en]
Generation X, Generation Y, Generation Z, Consumer behavior, Marketing communication
Identifiers
URN: urn:nbn:se:mdh:diva-12639OAI: oai:DiVA.org:mdh-12639DiVA, id: diva2:426460
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-07-05 Created: 2011-06-23 Last updated: 2011-07-05Bibliographically approved

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