An investigation of Korean wave influence upon the shopping decision of Thai female consumers in Bangkok.

Abstract

Facing an increasing competition from international businesses market their products and services, Thai businesses have needed to improve their business in order to complete with competitors especially from South Korea entities which have been observed to have a strong impact within the Thai market. South Korea has brought significant cultural influence on Thai consumers’ changing life style and attitudes. This research utilises qualitative methods through in depth interviews to show a perspective of Thai females’ shopping decision influenced by Korean culture within three age groups of defined by women firstly from the age of 15 to 25, secondly from 26 to 35 and finally those who were 36 to 45. This research examines the difference in consumer's shopping decision by evaluating the following factors: the culture, the reference, the value, the social and the opinion of leader. The objective of this research is to explore shopping decisions of Thai women in difference age groups which have been influenced by the Korean wave. Though it’s initial conception, this speculative hypotheses and appealing aspects through analytical approach, 10 respondents demonstrate different values, criterions, limitation and motivation according to the analysis of data collected from in-depth interviews.

KEY WORDS: Korean wave / consumer shopping decision