Lifestyle: The Case of Generation Y and Generation Z in Khon Kaen

Main Article Content

Arnun Warodomsopon

Abstract

                This research article the objective of this study is to study the lifestyle of Generation Y and Generation Z consumers. In order to understand the lifestyle Which influences consumers in choosing to consume products and services. Study results help entrepreneurs or marketers take advantage. In presenting products and services in accordance with the lifestyle of consumers. The sample group used in this study was 200 samples of Generation Y and Generation Z consumers in Khon Kaen Province, a total of 400 samples. Data were collected by means of questionnaires. The data were analyzed by using percentage, frequency, mean, standard deviation and Exploratory Factor Analysis. The results of the study showed that Generation Y consumers had 5 component and the Generation Z consumers had 4 components.

Article Details

How to Cite
Warodomsopon, A. (2021). Lifestyle: The Case of Generation Y and Generation Z in Khon Kaen. KKBS Journal of Business Administration and Accountancy, 5(2), 123–140. Retrieved from https://so04.tci-thaijo.org/index.php/kkbsjournal/article/view/245135
Section
Research Articles

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