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Thais love to buy new products

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97% of Thai shoppers bought newly launched food products in past six months & buying products displayed in stores popular. Brand loyalty is also common. 

Products displayed at a local retail store (Source: Wikipedia).

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Marketing

Neilsen: Thais love new stuff

6 Feb 2013

THAIFEX World of Food Asia is a trade fair for the food and hospitality (hotel & restaurant) industry. Food companies display their new food products here each year.

The Neilsen ratings firm on Wednesday confirmed that Thais are the most enthusiastic shoppers in Asia for new food and drinks.

A full 97% of Thai shoppers have purchased newly launched food or beverage products in the past six months, according to a press release on Wednesday by Nielsen Thailand Communications.

Eight out of 10 have purchased more than four such items, the release claimed.

The Nielsen survey, conducted through the internet, covered more than 29,000 respondents in 58 countries.

It showed that while Thais are willing to try new products, they also have brand loyalty.

"Sixty-eight per cent prefer to buy new products from a familiar brand," the survey showed. Just three out of 10 Thais are actually willing to switch brands, even after trying new products. Just "one-third are willing to pay more for new innovation," it said.

Thais also are the only Asians in the survey who said that they usually buy a new product because they see it in the store. In all other countries in the region, word of mouth from friends and family plays a more important role.

(Source: Bangkok Post, Breakingnews, Neilsen: Thais love new stuff, 6 Feb 2013, link)  


Market Research Vocabulary

market research - "the process of collecting and analysing information about markets, competitors, customers' opinions and problems connected with advertising and selling goods and services" (See Wikipedia on market research and marketing research)

retailing - the activities involved in running stores and selling goods directly to customers (See Wikipedia)

merchandising
- doing things to help increase retail sales, developing advertising, display and sales strategies. (See Wikipedia)
merchandise - the goods sold in a store  สินค้า,  วัตถุที่ซื้อขายกัน

visual merchandising - developing store floor plans and displays to increase sales (See Wikipedia)

stuff - things; things that people own; personal possesions 
Neilsen: Thais love new stuff

Neilsen ratings - the famous system in the US of measuring how many people are watching different TV programs, used to set advertising rates, bigger audiences cost more (See Wikipedia)

ratings - numbers that compare things; assessment, classification การประเมิน, การแบ่งแยกตามลำดับชั้น
rating scale - the numbers being used to compare things มาตราการประเมิน

firm - a business or company บริษัท
Neilsen ratings firm - (See Wikipedia)

enthusiastic - very interested in something or excited about it อย่า่งสนใจ กระตือรือร้น
the most enthusiastic shoppers in Asia for new food and drinks

confirmed - showed that a claim is true, verified
The Neilsen ratings firm confirmed that Thais are the most enthusiastic shoppers in Asia for new food and drinks.

launch- start, begin เริ่ม เริ่มต้นดำเนินการ
beverage - a drink of any type เครื่องดื่ม
newly launched food or beverage products

press - newspapers and magazines, and those parts of television and radio which broadcast news, or reporters and photographers who work for them สื่อมวลชน
release - to allow something to be shown or known to the public or to be available for use เปิดเผย, ปล่อยข่าว, ปล่อยเป็นอิสระ
press release - an official statement about something important made to the media (TV, newspapers, etc)

A full 97% of Thai shoppers have purchased newly launched food or beverage products in the past six months, according to a press release on Wednesday by Nielsen Thailand Communications.

claim - to say that something is true (but without proving it yet)
Eight out of 10 have purchased more than four such items, the release claimed.

survey - gathering information about what people think about different subjects (public opionion) by asking large numbers of people questions and counting their answers, and then using statistics, graphs, and tables to present results (See Wikipedia) การสำรวจความเห็น
Neilsen survey - the survey used to make the Neilsen ratings (See above)

conduct survey - to do a survey or carry out a survey
respondents to a survey - the people who are asked questions in a survey (a random sample that represents a larger group)

The Nielsen survey, conducted through the internet, covered more than 29,000 respondents in 58 countries.

brand - a type of product made by a particular company; product with well-established name that people remember, that create a certain image and expectations about the product ตรา, ยี่ห้อ
loyalty - support that you always give to someone or something because of your feelings of duty and love towards them ความจงรักภักดี

brand
loyalty - the support that people give to a particular brand of product by continuing to buy it rather than changing to other brands (See Wikipedia)

It showed that while Thais are willing to try new products, they also have brand loyalty.

familiar - something that people know well ซึ่งเป็นที่รู้จัก, คุ้นเคย 
familiar brand - a brand that people know well and always buy

sixty-eight per cent prefer to buy new products from a familiar brand

switch - to change เปลี่ยน
switch brands - change brands
brand switching - the opposite of "brand loyalty"

Just three out of 10 Thais are actually willing to switch brands, even after trying new products.

innovation - a new way of doing something นวัตกรรม
Just one-third of Thais are willing to pay more for new innovation

Thais also are the only Asians in the survey who said that they usually buy a new product because they see it in the store.

word of mouth - when people tell their friends about something; a form of free education (See Wikipedia)

role - the purpose or function of someone or something in a particular situation บทบาท
plays a more important role

In all other countries in the region, word of mouth from friends and family plays a more important role.

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