Interviewing Young Thai Adults About Changes in Brand Consumption During Covid-19 Lockdowns

ABSTRACT

Over the past two years, the Covid-19 pandemic has changed the way customers consume brands during the periodic lockdowns that happened in Thailand. Twenty young Thai adults were interviewed in a qualitative research about changes in their brand consumption as a direct result of having to stay at home for months to prevent the spread of Covid-19. The interviewees were asked open-ended questions about their favorite and most consumed brands before lockdowns and how the preferences changed during lockdowns as well as how the pandemic has changed their brand perceptions. The results showed a huge and relatively permanent increase in customers spending more time and money online with their preferences shifting to brands that have a strong digital presence. In order for companies to adapt to these changes, they must prioritize maximizing value through key factors which include smoothly transitioning to digitization, offering affordable products with constant promotions, and ensuring fast, reliable deliveries. © 2022 IEEE.