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MARKETING
WORANUJ MANEERUNGSEE
Female celebrities aren't the only people loyal to luxury brands such as Louis Vuitton and Yves Saint Laurent. Blue-collar women also covet prestige brands but don't mind if they can't afford the real things, according to a survey by McCann Worldgroup, a marketing and communication agency.
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| Mr Davies gets into the spirit of the survey by donning a motorcycle taxi driver’s vest. |
The company's survey of blue-collar workers' attitudes found that women bought their fake brand-name accessories and handbags from wholesale areas such as Sampheng and Phahurat.
"A brand for [blue-collar female workers] means status and image. A brand for males means quantity and durability," said Marc Davies, the agency's executive engagement director, referring to research based on one-on-one interviews with 32 people in Bangkok last month.
"They know those handbags are fake and people around them know that as well. As long as nobody mentions it, that's fine."
Mr Davies said that in a tough economy, even low-income consumers were still loyal to brands and focused on value for money.
They also plan carefully when shopping at discount stores. Brochures were the best form of information for them to make price comparisons. Big C was their favourite shopping place as they believed it offered cheaper prices.
Among the favourite brands mentioned by respondents were Sony, Samsung, LG, Nokia, Clinic, Lux, Asepso, Protex and Dettol, Attack, KFC and MK, according to Nathapan Pulmanausahakul, the firm's planning director.
Mr Davies said that next year this consumer target group would inevitably be affected by the economic downturn. They would spend money carefully and would stay home rather than going out.
He suggested marketers use incentives and more promotions for blue-collar shoppers, especially below-the-line activities. Point-of-purchase promotions were also effective in persuading people to spend more, he added.
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