Independently living women's values and consumer preferences.

Abstract

ABSTRACT This paper is a research on individual living women’s values and customer preferences in Thai context. With the global change of growing population toward more of an individual household, this affect family life cycle, values, norms and therefore would affect consumer behavior. The qualitative method is used for this research on 10 interviewees. Like in other context as found in the literature review, upbringing and change of norm influences this change, additionally among the interviewees, the work location is a strong influence. While financial factor supports the decision making for independent living, in Thai context not only financial independent but also financial support play the role. With a change in lifestyle, it provides one with more autonomy, privacy and much preferred lifestyle. Price also play a significant role when come to shopping for independent living women, since the cost of living as an individual is high. Privacy and security are main keys for habitation selection. For more accurate insight on the topic, further research could be conducted.