การศึกษารูปแบบการใช้ชีวิตของวัยรุ่นในจังหวัดสงขลา

Abstract

The Study of Teenager Lifestyles in Songkhla Province The main purpose of this research is to study the teenagersu lifestyles in Songkhla province and trend of goods and service consumption. The research has been carried out by using questionnaires with open-ended questions and closed-ended questions together with accidental sampling from groups of youth (450 persons), shopping and using service at 6 popular places in Songkhla in the year 2001.

The result of the study comes out in the following 8 issues:

1) Food: The first three places for the youth to have their meals in one month are at home, in the canteen and roadside stalls by proportion of 47.3%, 31.3% and 5.4% respectively.

2) Education: The first three sources of knowledge outside the classes for youth are televisions, newspapers magazines and radio sets by proportion of 22.0%, 14.7% and 13.3% respectively.

3) Sports and exercise: The first three most interesting sports and exercises for the youth to play are football, badminton and basketball / jogging by proportion of 30.0%, 12.7% and 10.0% respectively. Their most interesting sports/exercise (following the information) are football, basketball and fitness by proportion of 56.0%, 8.7% and 7.3% respectively. Their most interesting places for sports and exercise are 42.7% in the campuses.

4) Entertainment: The three favorite styles of movies are drama by proportion of 30.0%, 17.3% and 10.7% respectively. Their first three favorite styles of song and music are pop, rock and for the good of life by proportion of 44.7%, 17.3% and 12.0% respectively. Their three favorite television programs, they are watching in one month are songs, dramas and sports by proportion of 32.7%, 13.7% and 17.3% respectively. Their three favorite night entertaining places, they are visiting in one month, ranged in frequency proportion are general restaurants, theque / food shop with songs/music and karaokae / hotel dining rooms by 14.2%, 4.7% and 4.7% respectively.

5) Communication system: They use mobile phones as communication instruments by 27.3%, their least popular communication instruments are note books by 4.0%. Most of them used to be clients of internet system services by 80% and 37.3% of them use the services of internet shops. Their main purpose of using internet system services is searching for data by 56.0%. Their vehicles for traveling are 67.3% motorcycles, 18.0% are public carries. The fewest of them, around 5.3% travel by bicycles.

6) Shopping: The first three most important supporting factors for their decision to buy the products are 1) the products must be with high qualities 2) the prices must be reasonable 3) shopping convenience. Their favorite sales promotions are 1) discounting and services 2) allowing to change the goods / cash rebating and (3) Offering samples. All the factors support creating appropriate marketing components in distributing the qualified products to target consumers.

7) Activities and hobbies: Their first three favorite activation and hobbies are watching television - 42.0%, listening to songs and music - 34.2%, playing sports / exercising - 17.4%. 8) Expenses: Their first three expenses are eating foods - 35% other expenses such as tourism - 15% and accommodation - 12%

The tenor of goods and service consumption for teenagers in Songkhla The research indicates that they love testing new products. They love moderness and are ready to change or copy other styles among them selves. The marketing strategies to reach this group of consumers are to create moderness of the products by adding wonderful variety in designing together with reasonable prices, availabilities and marketing communication that impresses the youth.