A QUALIFICATION OF PREMIUM CRAFTSMANSHIP PRODUCTS FOR A SPECIFIC TARGET GROUP
Article Sidebar
Main Article Content
Abstract
This qualitative research aimed to study and analyze a premium craft product for generation X, via documents and electronic information, then verify through a questionnaire by craft product design and premium market eminent persons to verify specific characteristics and target groups. A premium craft product should have 3 out of 6 characteristics; 1) Aesthetic values: from sophisticated design, simple, timeless form. 2) Rarity and Extraordinariness: from unique craftsmanship which dedicated and time-consuming. 3) Symbolism: presents special identity, self-worth through personalization of patterns, materials, or colors. These three characteristics also create the other two characteristics, excellent quality, and premium price. The appropriate target group for premium craft product is generation X, aged 43 to 56-year-old, which home is essential. They are between 2 generations, Baby Boom and Millennial, making them a mixture of the old and new worlds. They bestow both conservative and contemporary ideas and will to pay for a premium product presenting superior social status to reward themselves from hardworking and self-worth.
Article Details
Each publish articles were copyright by Phranakorn Rajabhat University
Any contents which appeared in each articles in the journal were authors personal opinion. It did not relate to Phranakorn Rajabhat University and other instructors in the university. Each authors would take responsibility on their articles. If there are any mistake, the authors will take responsibility themselves
References
Amarttayakul, N. (2018). study from japan: how to live while getting older, big question for Thai Generation X today, retrieved March 12, 2019, from https://themomentum.co/ ap-mecg-japan-home-for-the-elderly/. (in Thai)
Black, W. (2015). Making it personal – One in three consumers wants personalised products [Press release]. Retrieved March 3, 2019, from https://www2.deloitte.com/uk/en/pages/press-releases/articles/one-in-three-consumers-wantspersonalised -products.html.
Green, C.D. (2000). A theory of human motivation. Psychological review (50), 370-396. Retrieved January 16, 2019, from https://psychclassics.yorku.ca/Maslow/motivation.
Heine, K. (2017). The Concept of luxury brands. Retrieved from December 12, 2018, https://upmarkit.com/concept-of-luxury-brands. Institute for Population and Social Research, Mahidol University. (2016). 12 indicators of different Thai generations’ health 2016 : good death way of choices 2016. (in Thai).
Hudders, L., Pandelaere, M., & Vyncke, P. (2013). Consumer meaning making: The meaning of luxury brands in a democratised luxury world. International Journal of Market Research, 55(3), 69-90. doi:10.2501/IJMR-2013-000
Lamb, R. (2011). Brand loyalty highest in Gen X consumers: eMarketer. Retrieved March 12, 2019, from https://www.retaildive.com/ex/mobilecommercedaily/brand-loyalty-highest-in-gen-x-consumers-emarketer
Lister, M. (2018). Generational marketing: how to target Millennials, Gen X, & Boomers. Retrieved March 12, 2019 from https://www.wordstream.com/blog/ws/2016/09/28/generational-marketing-tactics Marketingcharts. (2017). What makes a premium product? Retrieved December 12, 2018, from https://www.marketingcharts.com/
industries/food-and-restaurants-73361
MGR Online. (2560). เฟเดอร์บรอย (Federbräu) รุกตลาดเบียร์พรีเมียม ชู “เยอรมันซิงเกิลมอลต์” รายแรกและรายเดียวในไทย.สืบค้นจาก https://mgronline.com/business/detail/9600000023113?fbclid= IwAR0UKRxy AT2FdxwahvLpKt_Pg7J-I94a2dFmHBJOCcw14IAO6CReNiGwEW8
TCDC. (2018). Trend2019: NOW AGE: Manifesto and Action. Retrieved March 14, 2019 from https://web.tcdc.or.th/th/Publication/Detail/trend2019. (in Thai).
Woo, A. (2018). The forgotten Generation: let's talk about Generation X. Retrieved January 16, 2019, from https://www.forbes.com/sites/forbesagencycouncil/2018/11/14/the-forgotten-generation-lets-talk-about-generation-x/#4241feb476d5
Vutikorn, S. (2018). IKEA reveal 4 thai families’ trends 2019 marketing must know. Retrieved January 16,2019, from http://www.brandage.com/article/7393/IKEA