1、The Thailand Consumer SurveyUnderstanding multiplicities in consumer behaviourAugust 20222The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourContentsForeword 3Emerging trends in consumer behaviour 4The Thailand Consumer Survey 71.Multiple nuances in the consumer sentiment

2、 82.Emergence of multi-brand consumers 133.Shift towards multichannel and omnichannel retail 16Understanding multiplicities in consumer behaviour 21Contact us 233The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourAlthough Thailand is not immune to the COVID-19 pandemic an

3、d its accompanying economic headwinds,it appears poised for an imminent economic recovery in the year ahead,with the reopening of its borders to international travellers underway and several of its other strategic sectors poised for an upturn.In this edition of the Thailand Consumer Survey,we will e

4、xplore some of the key changes in consumer behaviour and buying patterns that have emerged from the recent survey conducted by Deloitte Southeast Asia in the fourth quarter of 2021 across 500 households through face-to-face interviews in four major cities:Bangkok,Chiang Mai,Khon Kaen,and Hat Yai.We

5、will begin by examining the overall consumer sentiment,including the intention to vary savings levels and expenditure across different product categories.Central to the changes observed is the emergence of several new at-home expenditure patterns on the back of the COVID-19 pandemic,which have resul

6、ted in a significant propensity to spend on lifestyle products and consumer electronics despite an overall cautious outlook.Next,we will explore the purchase drivers across different product categories.In line with the consumers cautious stance,pricing considerations continue to dominate most purcha