Consumer Behavior and Cultural Values of Thai People Towards Consuming Sanrio products : A Case Study of Gudetama

Abstract

The objectives of this research are to study the consumption behavior of Gudetama character products inThai people and to study values of Thai and Japanese people through the consumption of Sanrio products.

            Methods used to obtain data are content analysis, in depth interview and documentary research. Consumption behavior in Thai people was analyzed and differences between values, culture and belief in Thai and Japanese people communicated through Gudetama character were compared.

            Result of the study found that Thai people who admire and consumed Gudetama character products did so because the Gudetama character reflected their own selves. As the Gudetama character is lazy, favors cushy situation, does not need to please anyone. By using Gudetama character they are communicating to others around them that this is my character, Thai people who consume Gudetama products will consider price as a priority over favorable appearances of the product before making the decision to purchase. Regarding values, culture and belief between Thai and Japanese people it was found that there were similarities in values such as coexisting in society, determining goals in live which was due to similar in basic teachings. Differences in values found were punctuality and work rigor. Similarities in culture were ability to accept, adapt and incorporate different culture into their own culture. Differences in culture were dependent on the customs and traditions of the countries. Lastly, belief in spirit was similar in both countries.