Beyond traditional demographic profile: Generation Y lifestyle typologies in Thailand

Abstract

This study primarily aims to identify emerging lifestyle typologies of Generation Y consumers in Thailand. A total of 126 statements were developed and scrutinized using an AIOs (Activities, Interests, Opinions) approach. Survey method was employed through the use of questionnaires to collect data from 1,265 Generation Y consumers, born between 1977 and 1994, across Thailand. Based on the results of the exploratory factor analysis, six distinct lifestyle segments were discovered, namely Hedonic-focused, Future-focused, Practical-oriented, Online-active, Tradition-focused, and Money-focused. Each segment has its own outstanding characteristics. The findings expose the nuances of Generation Y consumers, which will lay the foundations for local and global businesses to target the right market and design precise marketing communication strategies to suit each unique lifestyle in Thailand.