The Newbies Consumer Phenomenon in Relation to Design Approach

Abstract

This research investigates an intuitive, supportive, and engaging experience that minimizes the barriers to entry designing interfaces and interactions that are accessible to individuals with little to no prior knowledge while fostering confidence and ease of use. The field survey strategy is an appropriate tool for gaining a deeper insight into customer behavior. To initiate a new marketing channel, a sample design process has been favored over non-probability sampling, specifically employing purposive sampling. Consequently, 179 Thai students consented to participate in the study concerning Newbies Consumer segmentation. A questionnaire was employed as the data collection method. The results identified various distinct consumer groups: 1) anti-advertising consumers who prefer direct product experiences through fairs and trade events, 2) price-conscious shoppers who seek bargains at discount venues, and 3) symbolic consumers who are heavily engaged in mobile commerce and social media with entrepreneurial aspirations. 4) anti-advertising consumers who prefer social media and direct sales over traditional marketing channels, 5) price-conscious shoppers who consider cost but are also influenced by brand imagery, and 6) symbolic consumers characterized as discerning "shopaholics" attracted to trendy products and innovative marketing events. 7) anti-promotion consumers who prefer e-commerce and digital payment methods while rejecting traditional advertising, 8) price-conscious shoppers who balance local versus imported brand prices across various retail venues, and 9) symbolic consumers who prioritize brand names for status but remain price-sensitive, favoring imported products while considering local alternatives as acceptable substitutes.