พฤติกรรมและทัศนคติของผู้บริโภคประชากรรุ่นเอ็กซ์และประชากรรุ่นวายที่มีต่อไลฟ์สไตล์เซ็นเตอร์ / พิชา เดชวัฒนสุกรี=Behavior and attitude of generation X and generation Y consumers towards life style center
The purpose of this research is to study behavior and attitude towards Life Style Center. Number of sampling group is 800 consisted of 400 of Generation X and 400 of Generation Y. Questionnaire was used to collect the data. The statistics used for data analysis consisted of frequency, percentage, mean and Pearson’s chi-square. This research was found that most of sample group is female, graduated a master’s degree and is employed in private companies. Average salary of Generation X is over 50,000 Baht and average of Generation Y is between 30,001 and 50,000 Baht. In behavior perspectives, most of sample group come to Life Style Center infrequently. Their main objective is to dine on weekend during 06:01pm-10:00pm with friends for 1-2 hours. The average expenditure of Generation X is 1,001-2,000 Baht which exceeds the average of Generation Y that less than 1,000 Baht. The most popular shop is restaurant, supermarket and costumes. The preferred media to communicate is social network. In attitude perspectives, the meaning of life style center is the place for hanging out with friends. Most of the sample group’s attitude is good level but their brand loyalty is low. And loyalty level of Generation X is higher than Generation Y’s In part of recommendation, life style center should target at Generation X. The variety of shops and brand loyalty building should be emphasized. The price sets at reasonable level between 1,001 to 2,000 baht. The location should be convenient to access with the parking space and shuttle bus service to BTS and MRT. In addition, Social Network is the key factor to connect with the consumers these days. .