Comparing Consumer Behavior Trends Across Generations Concerning Reed Processed Products

Abstract

         This research aimed to investigate the consumer behavior of different generations toward reed-processed products and compare the trends in their behavior based on various personal factors. The study utilized a stratified sampling method to select a sample size of 385 respondent for the questionnaire. Descriptive statistics, including frequency distribution, percentage, average, and standard deviation, were employed, along with inferential statistics such as t-test and One-way analysis of variance (ANOVA) to test the differences in mean scores for each pair using LSD and Dunnett’s T3 test.

          The results revealed that each generation primarily purchased products for personal use, with self-influence being the most significant factor in making purchasing decisions. Utility emerged as the main reason for product selection. Notably, a majority of Gen B and Gen Z spent less than 500 baht, while most of Gen B, Gen X, and Gen Y spent between 500 and 1500 baht. Gen B, Gen X, and Gen Z show a preference for Thai patterns. Gen Z demonstrates a particular liking for Triangle patterns. Gen B favors cool colors, while Gen X leans towards earth tones. Gen Y and Gen Z both exhibit a fondness for natural colors. Additionally, accessories are favored by every generation. The overall findings indicated that the consumer behavior of Gen B and Gen X showed a high level of trend toward reed-processed products, while Gen Y and Gen Z exhibited a moderate level of trend in their behavior.

          Additionally, the study demonstrated that consumer behavior varied significantly across generations concerning status, education, average income for Gen B, education for Gen X, status for Gen Y, and gender for Gen Z, with a statistical significance level of 0.05.