Thailand: distribution of gen Z shoppers by brand consciousness

In 2019, generation Z shoppers in Thailand were mainly comprised of brand-conscious followers who love all types of brands and follow trends, amounting to 32 percent of respondents. This was followed by premium shopaholics who love shopping and do research on brands and products.

Distribution of generation Z shoppers in Thailand in 2019, by brand consciousness

Characteristic	Share of respondents
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Release date

June 2020

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Region

Thailand

Survey time period

November 2019

Number of respondents

16,000 respondents

Supplementary notes

According to the source, the archetypes of the different shoppers are defined as follows:
Brand-conscious followers love brands of all kinds and follow trends closely but don't necessarily love shopping.
Premium shopaholics love to shop and take time to research and compare (mainly online) so they can purchase spontaneously.
Ethical 'confidents' prefer environmentally responsible and socially ethical brands.
Value researchers are always on the hunt for the best deal and prefer to research and buy online.
Quality-conscious 'independents' seek out quality (which they judge for themselves) and are willing to pay for it.
Disengaged conformists want to spend as little time as possible shopping

The number of survey respondents for Thailand was not disclosed by the source, the survey count used here is the total number of respondents collected across the Asia Pacific region.

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