A survey by Hakuhodo, a Japanese advertising company that looks into market search and conducts advertising surveys has found several traits among women shoppers in South East Asia. The agency surveyed women aged 15-54 in seven major cities in the region, asking them about their interests and habits.
They later categorise the habits that the women exhibited during their shopping escapades. This information is crucial because it helps you know about your target audience better. Knowing them will allow you to make the right decisions to target them towards your business or educate you about the relevance of your business to the community.
This is the second article of a series under Shopping Habits of Women, derived from the Hokuhodo survey. From Ho Chi Minh City, this article will look into a bit of how women in Bangkok spend their money when shopping.
One of the most frequented tourist destinations in the world is Bangkok, Thailand’s capital. A sprawling metropolis with a mixture of religious devout, luxury to cheap buys and a night life with a reputation of its own.
Looking into the possibility of joining the flock of retails in Bangkok would mean getting to know what the shopping habits are around here. According to Hokuhodo, the shoppers here are mostly classified under the Fickle Trendies. It means that they are less brand-conscious but are still prone to making impulse purchases. It can be safe to say that as the years go by, the spending power among women here are steadily increasing because of the income increase.
This shopping personality is prevalent in all the cities surveyed in South East Asia, but ranks the highest in Bangkok (33.5%). This shows that, the women here are involved in shopping but at a different way the women in Ho Chi Minh City do. They do not really bother about gaining product information or make planned purchases. They are also not brand conscious but go for reasonably priced products to purchase.
Supermarkets and shopping malls are frequented by the women in Bangkok. Price is an important factor for them as they would much rather let go of their money for an item that is priced cheaper with questionable quality to an expensive item with a proposed better quality.
Targeting the market in Bangkok would be rather straight forward. They are not fan of loyalty because their loyalty is toward a lifestyle that gets more for less. However, creating reasonably priced lines along with promotions that let them know they are getting a good price from the item.
Customer relationship management will be geared towards telling your customers about the latest promotions and best buys. Perhaps if you are looking at opening a store or franchise in this growingly bustling city, it’s time to take note about the price tag of the products. Will it fit and cater to the wants of the women shoppers in Bangkok?