Division of thai consumer market shares on the ground of financial attitude

Abstract

This is a survey research aimed at studying the Thai consumer financial attitude and to compare the Thai consumer financial attitude classified by personal factors. The sampling groups are 400 Thai citizens living in Bangkok. There are a few stages in selecting the sampling groups by convenient sampling method. Data is collected by questionnaires. The statistics used in analyzing data are percentile, means, standard deviation, T-Test and one-way analysis of variance. The research results found that 1. The financial attitude of every Thai-consumer group is in the moderate level. While considering in group found that the rational consumer group, the timid consume group and the scrooge consumer group are in the more level of financial attitude. The Saint consumer group, the spender consumer group. The money-evil consumer group and the money-everything consumer group are in the moderated level of financial attitude. 2. The comparison of the Thai consumer financial attitude is done by sex, age, occupation, education level and income found that there is a significant statistically difference at .05