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Published on July 25, 2007

Hoo See Kong, managing director of TNS's office in Thailand, yesterday said hypermarkets offered a variety of recreational facilities, such as small spas, restaurants and theatres, serving the different needs of each family member.

Meanwhile, Sohn Chongsrichan, managing director of Japanese advertising agency Dentsu Young and Rubicam's Thai office, said easy access to upcountry regions was one reason. Hypermarkets also seem to be among the few places in rural areas where consumers can enjoy life.

From TNS research by during the company's "In Search of a Lighthouse for Our Future" seminar at the Shangri-La Hotel yesterday, the penetration rate of hypermarkets in Thailand last year was 68.2 per cent. At the same time, spending per household, excluding fresh food, last year was US$94.40 (Bt3,200), up from $87.70 in 2005. In terms of hypermarket value, it grew 17.1 per cent last year.

On the other hand, supermarkets still play the most important role in major cities, particularly Bangkok, where people pay higher prices while receiving better services.

Nevertheless, conducting in-depth research on consumer insights could help hypermarkets provide the right products in thousands of different categories, create desired recreational facilities to serve consumers and assist supermarkets in serving consumers' needs.

Five speakers from TNS, Unilever Thai Trading and Brandscape agreed that consumer insight was the key to learning consumer behaviour, which is becoming more sophisticated.

Reynold Silva, Unilever Thai Trading's global brand manager for Pond's facial-care products, pointed out some ways to learn consumer insight: watching and recording what people really do, using software programmes designed to track consumer behaviour and following the top search-engine enquiries each month.

"Also, having a good-quality database is the beginning of everything, including products, services and marketing strategies, as it helps companies learn consumer behaviour in detail," Sohn said.

In researching consumer behaviour, companies should also understand the changes in communication channels in the digital age. Silva said people have shifted from consuming television as the main media to the Internet and mobile phones. In addition, they are not simply browsing through Web pages, but rather creating content and conducting other interactive activities through this channel.

They no longer spend time watching one advertisement any more. Hence, advertisers must work harder to create advertising that really reaches consumers' minds.

Nitida Asawanipont

The Nation