Lifestyle: The Case of Generation Y and Generation Z in Khon Kaen
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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
The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
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