Main Article Content

ปฐมาพร เนตินันทน์


     This quantitative research is aimed to study the importance of different types of reference groups which affect consuming behavior of “Gen Y” consumers based on the use of brand
communication concept and consumer behavior theory. A questionnaire was employed for data collection. The data were analyzed by factor analysis, principal component analysis and VARIMAX rotation at the 0.05 confdential level. The research results based on research objectives showed that (1) “Gen Y” consumers were exposed to all 11 types of brand information from the reference groups at the middle to high levels, with the exposure to influences from the rest of reference groups at the moderate level; (2) “Gen Y” consumers showed all 15 styles of consumer behavior at the low to moderate levels, with the 1st–4th ranks of consuming behaviors being for living and the 5th rank of consuming behavior being for communication; and (3) the results of core factors analysis of reference groups affecting “Gen Y” consumers’ consuming behavior showed that all reference group variables could be divided into 3 core factors, all of which could be combined to predict 66.74% of variances; the 1st core factor: the reference group which consisted of 5 intimates with “Gen Y” consumers, namely, the “sisters, brothers & relatives”, “parents or guardian”, “boy-girl friends or spouse”, “friends” and “teachers/instructors” can predict 38.362% of variances; the 2nd core factor: the reference group which consisted of three groups of celebrities that “Gen Y” consumers admires, namely, “stars/actors”, “singers”, and “famous people” can predict 17.521% of variances; and the 3rd core factor: the reference group which consisted of three groups of people having deep understanding of brand knowledge, namely, the “professional experts”,
“gurus who announced they knew the information very well”, and “sales employees” can predict 10.224% of variances.


Article Details

How to Cite
Research Article


Aaker, D. (2014). Aaker on Branding: 20 Principles That Drive Success. New York: Morgan James Publishing.
Arens, W. F., Schaefer, D. H. & Weigold, M. F. (2012). Advertising. New York: McGraw-Hill.
Arens, W. F., Weigold, M. F. & Arens, C. (2008). Contemporary Advertising (11th ed.). New York: McGraw-Hill.
Arnold, E., Price, L. & Zinkhan, G. (2002). Consumer Behaviour. New York: McGraw-Hill.
Block, M. P., Schultz, D. E. & BIGresearch. (2009). Media Generations, Media allocation in a Consumer-Controlled Marketplace. Ohio: Prosper.
Chaudhuri, A. (2006). Emotion and Reason in Consumer Behavior. Oxford: Elsevier.
Chevarunothai, W. (2012). With Love and Care Generation Z. Bangkok: Thankarnpim printing. [in Thai]
Eawpiroamkul, D. & Phenratchatapun, S. (2011). NewBIES 8 new buyers who turn Thai market upside down. Bangkok: Bangkokbiznews. [in Thai]
Eloy, P. (2011). Buy Me! Swaying Minds and Influencing Behaviours through Mainstream Advertising. South Carolina: CreateSpace Independent Publishing Platform.
ETDA revealed internet users behavior. (2018). Thai internet using increased to 10 hours 5 minutes per day. Retrieved August 25, 2018, from [in Thai]
Felton, G. (2013). Advertising Concept and Copy (2nd ed.). New York: Prentice-Hall.
Hackley, C. & Hackley, R. A. (2012). Advertising & Promotion (3rd ed.). London: SAGE.
Harnmano, P. (2015). The purchasing behavior on product of customers Generation B, Generation X and Generation Y in modern retailers of Nakhon Ratchasima province. Journal of Business Administration the Association of Private Education Institutions of Thailand, 4(1), 54-75 [in Thai]
Hawkins, D. I. & Mothersbaugh, D. L. (2013). Consumer Behavior, Building Marketing Strategy (12th ed.). New York: McGraw-Hill.
Hoyer, W. D., MacInnis, D. J. & Pieters, R. (2013). Consumer Behavior (6th ed.). London: South-Western, Cengage Learning.
Johanasson, J. K. & Carlson, K. A. (2015). Contemporary Brand Management. London: SAGE.
Karnchanavasee, S., Pitayanont, T. & Srisukho, D. (2008). The Appropriate Statistic Chosen for Researching (5th ed.). Bangkok: Chulalongkorn University Printing House. [in Thai]
Keller, K. & Kotler, P. (2009). A Framework for Marketing Management (4th ed.). London: Pearson Education International Edition.
Landa, R. (2010). Advertising by Design (2nd ed.). New Jersey: John Wiley & Son.
Lumsden, G. & Lumsden, D. (2003). Communication with credibility and Confdence. CA: Thomson Learning.
McDaniel, C., Lamb, C. & Hair, J. (2013). MKTG 6: With Cases (6th ed.). Boston: Cengage Learning.
Mootee, I. (2013). 60-Minute Brabd Strategist, The Essential Brand Book for Marketing Professionals. New Jersey: John Willey & Sons.
National Statistical Offce. (2013). Population number from population estimation categorized by age and sex year 1990-2020. Bangkok: National Statistical Offce. (Mimeographed). [in Thai]
Palfrey, J. & Gasser, U. (2010). Born Digital: Understanding the First Generation of Digital Natives. New York: Basic Books.
Pongwichai, S. (2003). Statistical data analysis by computer using. Bangkok: Chulalongkorn University Printing House. [in Thai]
Rangsungnoen, G. (2011). Factor analysis by using SPSS and AMOS for research. Bangkok: SE-EDucation. [in Thai]
Semenik, R. J., Allen, C. T., O’ Guinn, T. C. & Kaufmann, H. R. (2012). Advertising and Promotions, An Integrated Brand Approach international (2nd ed.). London: South-Western, Cengage Learning.
Siljaru, T. (2010). Research and Data Analysis by SPSS Using (11th ed.). Bangkok: Bangkok Business R&D. [in Thai]
Smith, P. & Zook, Z. (2011). Marketing Communications: Integrating Offline and Online with Social Media (5th ed.). London: South Western Cengage Learning.
Solomon, M. (2016). Consumer Behavior: Buying, Having, and Being (12th ed.). New Jersey: Prentice-Hall.
Stone, M., Bond, A. & Foss, B. (2007). Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer (Market Research in Practice) (2nd ed.). London: KoganPage.
Van Den Bergh, J. & Behrer, M. (2013). How Cool Brands Stay Hot Branding to Generation Y (2nd ed.). London: KoganPage.
Vollmer, C. & Precourt, G. (2008). Always On: Advertising, Marketing, and Media in an Era of Consumer Control (Strategy + Business). New York: Mc Graw-Hill
Wanichbuncha, K. (2007). Statistic for researching (3rd ed.). Bangkok: Chulalongkorn University Printing House. [in Thai]