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Nielsen Marketing: Buying habits of old vs. young

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Learn shopping behaviour of young Thais 15-35 (Generation Me), who will have more spending power than older Thais (Me Generation) in the future. 

MARKETING RESEARCH 

Nielsen study breaks down trends among generations

But however you look at it, it's all about Me

25/11/2013

Saengwit Kewaleewongsatorn

A study by Nielsen (Thailand) has highlighted the tastes of young Thais aged 15-35, whom it confusingly dubs Gen Me in contrast with Me Gen oldsters, in their late 30s and up.

To dip into the pockets of the youthful Generation Me, firms must embrace convenience, disclosure and online media, according to Nielsen.

But its worth the effort, as Gen Me will soon be the most influential consumer group, finds the firms research.

Some 20.8 million Thais are Gen Me, while 34.3 million count as Me Gen.

Yongyut Ongwattanapat, the director for retail measurement services at Nielsen (Thailand) said many brands are already targeting Gen Me, with their higher purchasing power and willingness to take on debt.

The study reveals Gen Me eats out with friends more than ageing Me Gen types, he said.

Gen Me likes chains and fast-food restaurants, while Me Gen prefers home-cooking and healthy food.

But they both live to eat. More than three-quarters of Thais eat more than three times a day, while most have at least five meals each day, according to the survey.

That said, Gen Me often skips breakfast and binges late into the night, said Mr Yongyut.

He said Gen Me's erratic browsing opens an opportunity for food stores that can offer a variety of convenient meals and keep long hours.

To pull in the steadier Me Gen, operators should focus on healthy ingredients and open early, in his view.

But the survey also found a third of Thais are obese, making them runners-up, behind Malaysia, for Southeast Asia's most overweight population.

While 40% of Gen Me youngsters enjoy shopping and new items, only 22% of staid Me Gen are interested in buying new models of product.

Gen Me also prefers convenience stores to hypermarkets and supermarkets.

Online shoppers tend to be women of both generations, aged 20-39, with middle or high incomes.

But Me Gen spends more on each online purchase, while their younger counterparts shop more often.

In general, the younger Gen Me is drawn by discounts, while Me Gen seeks value for money from buy-one, get-one-free campaigns.

Smartphones are big with Gen Me, and 75% own one compared with only 36% of middle-aged Me Gen, who still rely on radio and newspaper media.

Only TV seems to cut across the age divide, according to the survey.

About 99% of Gen Me watches TV every day, spending an average of 3.44 hours compared with 98% of all adults, who dedicate 3.2 hours each day.

The Me Generation in the US generally refers to the Baby Boom generation born from 1946-64 and the self-involved qualities that some people associate with it.

At the same time, Generation Me is often referred to as Generation Y or Millennials.

http://www.bangkokpost.com/business/news/381539/nielsen-study-breaks-down-trends-among-generations

Learn from listening

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Vocabulary:

ageing: growing old - สูงวัยขึ้น

associate with: to spend time with somebody, often a person or people that somebody else does not approve of - ร่วมกับ

average: an amount calculated by adding several amounts together, finding a total, and dividing the total by the number of amounts - เฉลี่ย, ค่าเฉลี่ย

binge: when a person does a lot and even too much of some activity such as eating or drinking - ช่วงที่ทำกิจกรรมบางอย่างมากไป

brand: a type of product made by a particular company - ตรา, ยี่ห้อ

campaign: a planned group of especially political, business or military activities which are intended to achieve a particular aim - การรณรงค์

chain: a group of businesses (restaurants, hotels, etc.) owned by the same company - บริษัทต่างๆที่อยู่ในเครือเดียวกัน

confusing: difficult to understand; not clear - น่าสับสน

consumer: someone who buys and uses goods and services - ผู้บริโภค

contrast: a noticeable difference - ความแตกต่าง

convenience: something that is useful and can make things easier or quicker to do, or more comfortable - เครื่องอำนวยความสะดวก, ความสะดวก

convenience store: a shop/store that sells food, newspapers, etc. and often stays open 24 hours a day - ร้านสะดวกซื้อ

convenient: easy to do, or not causing problems or difficulties - สะดวก

count as: be included with something; to be regarded as -

counterpart: someone who has the same job or purpose as another person, but in a different country, time, situation or organisation - ฝ่ายตรงข้าม หรือคนที่อยู่ในตำแหน่งเดียวกันของอีกประเทศ หรือ กลุ่มหนึ่ง

cut across: be on both sides of something divided into two parts -

debt: an amount of money that you owe - หนี้, นี้สิน

dedicate: to spend your time and effort doing something - อุทิศ

dip: going downwards or to a lower level - การตกลง, การลดลง

director: one of a group of senior managers who run a company - กรรมการบริษัท

disclosure: information or a fact that is made known or public that was previously secret or private - การเปิดเผย

discount: a reduced price or rate - การลดราคา

divide: a disagreement between people, especially between people who belong to the same group - การแตกร้าว, การแบ่งแยก

eat out: eat a restaurant, eat outside of the home -

embrace: to accept something such as a belief, idea, or way of life - ยอมรับ น้อมนำมา

firm: a business or company - บริษัท

generally: true in most cases and situations - โดยทั่วไป, โดยปกติ, ส่วนมาก

generation: a group of people in society who are born and live around the same time - รุ่น (คนรุ่นต่างๆ)

highlighted: stressed; made something more noticeable - ที่เน้นย้ำ

home-cooking: food cooked at home to eat; not made in a restaurant or shop -

hypermarket: a very large supermarket, usually built outside a town, that sells a wide range of goods - ห้างสรรพสินค้า

in general: including the most important aspects of something; not exact or detailed; overall - โดยทั่วไป

income: money that someone gets from working or from investing money - รายได้

influential: of a person or group who has the power to affect a situation - มีอิทธิพล

ingredients: foods that are used with other foods in the preparation of a particular dish - ส่วนประกอบ

item: a single article or object - รายการ, รายการสิ่งของ

keep long hours: do something for a long time, even late at night; such as staying at work or not going to sleep -

meal: the food that you serve or eat at one time - มื้ออาหาร

media: radio, television, newspaper, the Internet, considered as a group - สื่อ

model: a version of a product sold during a certain period of time, a generation of technology or the product - รุ่น

obese: fat; over-weight - อ้วน

offer: to make something available or to provide the opportunity for something - เสนอ

online: controlled by or connected to a computer or to the Internet - ออนไลน์, การเชื่อมต่อผ่านระบบเครือข่ายทางคอมพิวเตอร์

operator: a person or company that runs a business - ผู้ดำเนินกิจการทางธุรกิจ, ผู้ประกอบธุรกิจ

opportunity: a chance to do something, or a situation in which it is easy for you to do something - โอกาส

overweight: fat - อ้วน

population: a particular group of people or animals living in a particular area - กลุ่มที่อาศัยอยู่ในที่เดียวกัน

prefer: to like or want more than anyone or anything else - ชอบมากกว่า

purchase: to buy something - ซื้อ

purchasing power: buying power; the ability to buy things, i.e., having enough money to buy things - กำลังซื้อ

quarter: one of four equal parts of something; 25 percent - หนึ่งในสี่ส่วน

refer: to mention someone or something - อ้างถึง, อ้างอิง

rely on: to depend on or trust - พึ่งพา  เชื่อถือ ไว้ใจ

research: a careful study of a subject, especially in order to discover new facts or information about it - การวิจัย

retail: to sell directly to the public for their own use - ขายปลีก

reveal: to show something that was covered, hidden or not known - เปิดเผย ทำให้ปรากฎ

runner-up: winning second place in a competition - รองอันดับหนึ่ง

skip: to not do something that you usually do or that you should do; to avoid - ไม่เข้าร่วม, ขาด

staid: not doing wild and out of controlled things; calm, stable - เงียบขรึม, ขรึม, สงบ, มั่นคง, สุขุม

steady: firmly fixed, supported or balanced; not shaking or likely to fall down - มั่นคง

steady: staying at the same level, speed, value etc - ไม่เปลี่ยนแปลง, สม่ำเสมอ

study: a project that looks at some subject in great detail and produces a report to share the information - งานวิจัย

survey: to ask a large number of people questions to find out their opinions - สำรวจ

take on debt: borrow more money -

target: a person, business, building, area, etc., that someone intends to attack or deal with - เป้าหมาย

tastes: the things that a person likes -

value: how much something is worth in money or other goods for which it can be exchanged - มูลค่า

variety: many different types of things or people - ความหลากหลาย

view: a personal opinion, belief, or attitude about a particular situation or subject - ความคิดเห็น

willing: to be happy to do something if it is needed - ซึ่งสมัครใจ, ซึ่งมีความตั้งใจ

worth it: useful, important or good enough to be a suitable reward for the time spent or the effort made - คุ้มค่ากับความพยายาม

worth the effort: useful, important or good enough to be a suitable reward for the time spent or the effort made - คุ้มค่ากับความพยายาม

youngster: a young person or a child - คนหนุ่มคนสาว, เด็ก

youthful: looking, appearing and behaving like a young person - ดรุณ, หนุ่ม, อ่อน, รุ่น, วัยกำดัด, วัยแรกรุ่น

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