Certainly the youth market controls a still increasing proportion of disposable income thoughout most developed and developing countries in Asia. Entry level salaries are increasing from their very low levels of yesteryear, and middle to upper-class parents, contrary to common belief, are often very generous with allowances to their children. But it is in building brand loyalty that the youth market has the largest potential. The Thai youth market shares some common characteristics with other Asian and Western youth markets. Yet there are some major differences.
Thai youth are perhaps the most fashionable of certainly their neighbours and perhaps most of Asia.
The Thai advertising industry produces some of the most creative promotions in Asia, despite budgets that are extremely low. Thai youth attitudes are affected by the same Buddhist religious and national culture that pervades Thailand generally. In comparason to Chinese Buddhism and Confucianism, this culture encourages individualism, youthful idealism and tolerance and respect for divergent views. It also shares the respect for age and family. Marketers could do well to review the summary of this recent survey from ACNielsen on Thai youth attitudes.