“thai’s spending behaviour during the 2016 chinese …...42.3% of those the surveyed people who...
TRANSCRIPT
“Thai’s Spending Behaviour during the 2016
Chinese New Year Festival”
Chinese New Year is celebrated by Chinese descendants from all over the world
including Thailand. When Chinese New Year is around the corner, a large amount of
money is being generated into the economy. This report aims provide information on
Thai citizen’s budget plans for this upcoming Chinese New Year.
[Research Summary]
o Up to 70.0% of Thai citizens consider Chinese New Year an important festival.
o Thai people have changed their behaviour for managing the budget for this upcoming Chinese New Year as less than 5000 THB.
o Top 3 categories people allocate most of their budgets to be “food for ceremonial and celebration activities”, “red packets”, and “worship paper” respectively.
o More than 50.0% of the people have decided to increase their Chinese New Year
budget due to inflation.
o “Extended family” (66.5%) is first chosen when asked about who our respondents
plan to spend Chinese New Year with.
o “Markets” (67.9%) is the preferred venue to buy Chinese New Year necessities.
o Consumer look for reasonable price (47.0%), product quality (38.0) and travel
convenience (20.4%) are the top three things when considering where to buy Chinese
New Year necessities.
W&S Group provides Digital Marketing Services in the Southeast Asia. With the offices cover
Vietnam, Indonesia, and Thailand. W&S Co., Ltd. (Thailand) under W&S Holdings Inc. (URL:
http://www.yimresearch.com, Head Office: Bangkok, Thailand, CEO: Mr. Yoshio Fujii)
conducted a survey, aimed 400 males and female over 17 years old in Thailand on “Thai’s
Spending Behaviour during the 2016 Chinese New Year Festival.”
[Research Design]
Research Method Online Research
Fieldwork Period 08 January, 2016 - 11 January, 2016
Research Area Thailand (Nationwide)
Respondent Criteria Thai citizens, ages 17 years old and above
Sample Size 800 Samples
[Respondents Profile]
Unit: %
7.09.1
12.616.1
22.6
17.4
7.64.4 3.1
Less than7,500THB
75001 -18,000
THB
18,001 -24,000
THB
24,001 -35,000
THB
35,001 -50,000
THB
50,001 -85,000
THB
85,001 -160,000
THB
Morethan
160,000THB
I do notknow/ Irefuse toanswer
MHI
Yes68%
No32%
ETHNICALLY CHINESE
Male50%
Female 50%
GENDER
[Details]
Q, Please tell us how important is Chinese New Year?
“Chinese New Year is considered important to 67.6% of our respondents.”
While the rest says that it is not important by 5.4%.
Q. Please tell us your family’s budget for the upcoming Chinese New Year.
“Almost 40.0% of our respondents say their family has set aside less than 5,000 Thai
Baht for this coming Chinese New Year.”
Followed by 5,001 – 10,000 THB (34.4%), and lastly is 10,001 – 20,000 THB accordingly.
35.6 32.0 27.0 3.5 1.9
Very Important Important Moderate Not important Not important at all
39.5
34.4
12.6
3.6 2.5 1.1
6.3
Less than5,000 THB
5,001 -10,000 THB
10,001 -20,000 THB
20,001 -30,000 THB
30,001 -50,000 THB
More than50,000 THB
Not sure/ Ihave no
information
T2B
67.6%
Unit: %
Q. Please tell us how your family members allocate their budget for this upcoming Chinese
New Year in five different categories – “food, worship paper, red packets, gifts and others”?
The top 3 categories our respondents allocate 50.0% of their budget to food (for
ceremonial and celebration purposes), 20.0% to red packets and 10.0 % to worship
paper.
17.3
17.6
33.9
20%
0%
10%
Worship Paper
11.6
14.9
22.5
30%
40%
50%
Food
16.4
18.4
27.6
0%
10%
20%
Red Packets
19.1
23.1
32.9
20%
0%
10%
Gifts
18.0
24.75
27.5
5%
10%
0%
Other
Unit: %
Q. Please tell us whether your family’s Chinese New Year budget change from last year?
“More than 50% of our respondents say that they plan to increase their Chinese New
Year budget this year.”
28.0% said they have decided to maintain their budget, while 20.0% said they will decrease
their budget for this upcoming festival.
When asked the factors influencing their decision to increase, decrease or maintain their
budget, up to 73.0% among the respondents who chose to increase their budget said
they based their decision on the increasing prices of consumer products or inflation,
followed by the increase of their salaries (6.4%), then the increase in cost of living, family
members, and their demands to increase the amount of ceremonial necessities (5.6%),
respectively.
Increase52.0%
No change 28.0%
Decrease20.0%
Reasons to Increase Spending
(based n = 395 respondents)
1. Increase in product price due to inflation (73.0%)
2. Raise in salary (6.4%)
3. Increase in Cost of Living (5.6%)
More children in the family (5.6%)
Plan to increase ceremonial necessities eg. Food (5.6%)
Increase52.0%
No change 28.0%
Decrease20.0%
Unit: %
42.3% of those the surveyed people who decided to maintain their budget said they
plan to celebrate Chinese New Year like last year, 21.7% said their decision is due to the
bad economy while 11.1% said they plan to save costs.
Among those who said they plan to decrease their budgets, 32.9% said that the
decision is based largely due to economic reasons, followed by their plans to save
unnecessary costs (13.4%) such as excessive ceremonial items (12.8%).
Increase52.0%
No change 28.0%
Decrease20.0%
Increase52.0%
No change 28.0%
Decrease20.0%
Reasons to Maintain Spending
(based on n= 206 respondents)
1. Decide to buy the same items as last year (42.3%)
2. Bad economy (21.7%)
3. Plan to save costs (11.1%)
Reasons to Decrease Spending
(based on n= 149 respondents)
1. Bad economy (32.9%)
2. Plan to save costs (13.4%)
3. Plan to decrease ceremonial necessities eg. Food (12.8%)
Q. Please tell us who do you plan celebrate Chinese New Year with?
“The majority of our respondents said they plan to spend Chinese New Year with their
families.”
65.5% said they will be spending Chinese New Year with their extended families and 37.9%
said they plan to celebrate Chinese New Year with their family, others said they will spend
the day with their friends, boyfriend/husband, and alone in descending order.
Q. Please tell us where do you usually buy necessities for Chinese New Year?
“The top three places our respondents choose to buy their necessities are first, the
market (67.9%), followed by the supermarket (50.1%) and hypermarket (45.8%) in
descending order.”
65.5
37.9
7.8 6.1 3.4
Extended Family(Grandparents,
Cousins and Siblings)
Family (Father,Mother, Child.)
Boyfriend/Husband Friends Others
67.9
50.145.8
34.3
10.3 8.5 7.0
0.4
Market Supermarket Hypermarket ConvenientStore
Restaurant Online Delivery Others
Unit: %
Unit: %
Q. Please tell us why you prefer to buy Chinese New Year necessities from those places
mentioned above?
According to our respondents, 47.0% first consider “reasonable price” as the top
priority when choosing shopping venue.
Other significant priorities include product quality (38.0%) and travel convenience
(30.4%).
47.0
25.1
12.15.5 4.3 2.6 1.0 0.8 0.5 0.4 0.4 0.4 0.0 0.0
Rank 1st
38.0
18.413.5
9.3 8.04.4 2.4 2.4 1.3 1.0 0.6 0.5 0.3
Rank 2nd
30.4
16.310.6 9 8.1 7 4.8 3.9 2.5 2.3 2.1 1.5 0.9 0.8
Rank 3rd
Unit: %
[About W&S Co., Ltd. (Thailand)]
W&S Co., Ltd. is a digital marketing provider in Southeast Asia under the parent company
W&S Holding, Inc. in Japan. Currently it has three offices cover three countries in Vietnam,
Indonesia, and Thailand, with the largest panelists in Southeast Asia; 370,000 members.
Our core businesses are
1) Market research business (both qualitative and quantitative research)
2) Digital marketing business
[For more information, please contact]
Pakawat Wangsanuwat (Business Development)
W&S Co., Ltd. Contact: 18th Floor, Two Pacific Place Building, 142 Sukhumvit Road, Klongtoey Subdistrict, Klongtoey District, Bangkok, Thailand 10110 Email: [email protected]
Website: https://www.yimresearch.com