Issue # 34October 2016

Voice of Thai consumers from INTAGE (Thailand) Co., Ltd.

is INTAGE Thailand’s regular publishing to our valued clients to inspire them with insightful
information about the current issues or topics of interest in the market place.

When Consumer said “I’m not OK!!!!”In this digital area, hot issues are easily shared unlimitedly via many means which quickly leads to both
positive and negative consequences. In order to manage the ‘social discussion content’, brands must
understand consumers’ expectation.
Based on 190 samples in Greater Bangkok, INTAGE Thailand found that mostconsumers are willing to share their own opinions or suggestion after service
experience. Their aims are to help other consumers aware of the service quality as wellas to reflect satisfaction to the business for improvement.
Besides expecting good and high quality of products & service, consumers also expect thebrand to run business with ethic as well.

Reason for stop using service in each industry
Category
ReasonRetail/Wholesale

Poor quality/
57%
under-standard product (M 30-45 y/o)Take advantage fromemployee/ stakeholder
Not impressive service/aftersales-service

Not respect disabled,elderly people

35%

ReasonCategory Foods andbeverages
56%(M 46-60 y/o)Exaggerated
advertisement

26%(All 18-29 y/o)(30-45 y/o)34%
(F 18-29 y/o)31%

F 30-45 y/o)53%
(46-60 y/o)41%

Not clean(F 46-60 y/o)27%
Too expensive(M 30-45 y/o.
product/ service price F 46-60 y/o)
Not respect disabled,elderly people

72%(F 46-60 y/o)Permanently stop using

Stop using until improving

AcceptableSo-soCopyright 2016. INTAGE (Thailand) Co., Ltd.Reason

Category

Transportation64%

Not respect disabled,elderly people(F 30-45 y/o)49%

(M 30-45 y/o)Take advantage fromemployee/ stakeholder

ReasonCategory

Travel/Hotel65%

Not clean(F)

Too expensive product/
service price

47%
(All)

37%
(F 18-29 y/o)

21%

47%
(M/F)

Lack of good service/
Not take care customers

44%
(F)

(F 30-45 y/o)19%

(M 30-45 y/o)22%

Not clean

Places/ Facilities do nothave good quality

54%
(All)

(M 46-60 y/o)76%

(F 46-60 y/o)41%(18-29 y/o)

Too expensive product/
service price
Lack of proper security/
security equipment

31%(F 30-45 y/o)

34%

34%
(AB)

Not impressive service/
aftersales-service

47%
(All)

33%
33%

(M 30-45 y/o 46%
F 30-45 y/o 38%)44%
Lack of good service/
Not take care customers

Fashion(F 18-29 y/o)(F 30-45 y/o)Careless execution

ReasonCategory

53%

Exaggerated
advertisement(46-60ปี )55%(F 46-60ปี )Too expensive product/
service price

43%
(All)

(F 30-45 y/o)34%
(M 18-29 y/o)Permanently stop using

Stop using until improvingAcceptable

So-so

The study highlights that consumers aged 18- 29 years old are easier to accept the poor quality service
than the older groups. On the other hand, 30- 60 years old consumers take the issue more seriously andintend to stop using that service until it shows the significant improvement. Moreover, they can stop using
the service permanently if those particular service do not improve to satisfy them. Below are key
expectations from brands to take measures after particular problems.

Copyright 2016. INTAGE (Thailand) Co., Ltd.

64%
Establish improving measure
to solve unsatisfied issues

50%
Set proper punishment
to related group

46%
Give compensated things/
discount vouchers/ refund on
particular product or service

Interestingly, there are difference in reactions to the problems between males and females. The lattergroup tends to share the situations with their social friends on Facebook and Line while males prefer toverbally talk with their friends.
The study also notes the importance of standard service quality in every
touchpoint of consumers’ journey. Although the younger consumers areless sensitive to the quality and standard of product & service than theadult consumers, their feedback can tremendously cause negative effecton brands’ reputation. They tend to shout louder in the social media andmore often. Therefore, it is essential that brands can provide a proper
channel to listen to their voice.
Apart from the real-time crisis management readiness, brands must
rethink about its ethic and social responsibility policy as consumers
expect brands to be more caring to people especially among the‘voiceless and minority’ groups. While brands must meet consumers’
expectation on functional factors, they have to also think more on
spiritual or ‘human’ factors which have becoming more importantthese days.

Copyright 2016. INTAGE (Thailand) Co., Ltd.