Listen to what young female consumers are saying, marketers urged

The firm conducted qualitative marketing research with a group of women aged between 18 and 25 years in Greater Bangkok to reach findings that will guide marketers and brands wanting to reach these female consumers.

“Women in this age range are important for marketers, as they are key influences on other age groups. They are also good at generating content in social media as well as offline conversations with their peers,” Prachawan Ketavan, senior communication planning director at JWT Bangkok, said yesterday.

This sample also represents a group of first-jobbers with high purchasing power. These young female consumers also want to talk about their own lifestyles to their friends both online and offline. Besides wanting to keep up to date on trends, they also want to be trend-setters. 

Apart from that, women in this group want to inspire others by sharing meaningful quotes, particularly via social media.

Prachawan said women aged between 18 and 25 were primary targets for many brands. As part of the process to develop strategic communication plans, set brand directions, build a brand image and grow brand values, marketers and brand owners need to understand the lifestyles and needs of this consumer group. 

Based on this study, the firm also suggested that marketers or brand owners should not judge women from their appearance any more. Women’s traits can be traced from everyday trivia or activities via social media and daily activities. Marketers should study the insights of this group via online media. For example, some of those surveyed said they wanted to be entrepreneurs so they could return the support their parents had given them. 

Parattajariya Jalayanateja, managing director of the company, said a number of her clients were already gaining a success by using these insights. Those brands include Oriental Princess, Sunsilk, Lux, Citra and Sofy.