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Differences of Consumers’ Perception and Attitude towards Marketing Communication through media: comparison generation X, Y, and Z inThailand
Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling.
Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling.
2011 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 15 poäng / 22,5 hpStudentuppsats (Examensarbete)
Abstract [en]

Date: June 1st, 2011

Program: MIMA – International Marketing

Course name: Master Thesis (EFO705)

Title: Differences of Consumers’ Perception and Attitude towardsMarketing Communication through media: comparison generation X, Y, and ZinThailand

Problem: How each generation perceive and react to marketingcommunication differently: comparison Generation X, Y, and Z.

Research question: What are the particular differences ofperception and attitude towards marketing communication through media among eachgroup of consumers: comparison Gen X, Y, and Z in Thailand?

Purpose: To compare differences of perception and attitude betweengeneration X, Y and Z towards marketing communication through the chosen media(television, print, and internet).

Method: A qualitative method was used to achieve the purpose ofthis thesis. The primary data was gathered by using semi-structured interviewwith twelve respondents in three different generations: X, Y and Z. Secondarydata such as online documents and textbooks were also supported to enhance thevalue of the findings.

Conclusion: Comparing the perception and attitude toward marketingcommunication by media between generation X, Y and Z are almost the same. Thereason is that the technology is changing over time and has more impact fortheir life. As a result their lifestyle is dominated by internet. Advertisingon TV is still much alive while print ads are almost end for generation Y and Zsince this kind of media is unattractive as well as the new generations are readless.However, print ads are effective for generation X.

 

 

Ort, förlag, år, upplaga, sidor
2011. , s. 117
Nyckelord [en]
Generation X, Generation Y, Generation Z, Consumer behavior, Marketing communication
Identifikatorer
URN: urn:nbn:se:mdh:diva-12639OAI: oai:DiVA.org:mdh-12639DiVA, id: diva2:426460
Uppsök
samhälle/juridik
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Examinatorer
Tillgänglig från: 2011-07-05 Skapad: 2011-06-23 Senast uppdaterad: 2011-07-05Bibliografiskt granskad

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