https://www.mdu.se/

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.