Current Status of Consumer Research in Thai Film Industry

Abstract

“Current Status of Consumer Research in Thai Film Industry” is a qualitative research that aims (1) to study how stakeholders in Thai film industry conduct consumer research, and (2) to analyze the methodology of previous consumer about the audience of Thai film. The data was gathered through in-depth interview with different stakeholders in Thai film industry, and through content analysis of 14 done by researchers in higher education and post-graduate students regarding Thai film industry. The research found that: Stakeholders in Thai Film Industry are still lacking a clear understanding about consumer research, in terms of its value and methodology. Each stakeholder does not see consumer research as a part of their responsibility, and largely rely on the assumption derived from their previous experience in the industry. There is also an obvious lack of collaboration between stakeholders and companies within the industry. The data is still restricted for a usage within each stakeholder and within individual Film companies. This has resulted in fragmented knowledge about Thai film consumer. In terms of an analysis of existing research conducted within Thai higher education institutions, the research found a significant lack of diversity in research methodology in terms of research approach, data-gathering methods, focuses of the study and research variables. All research focuses on similar sample groups, demographic profiling and audience categorization patterns. As a result, the knowledge about consumer in Thai film industry is limited to an understanding about a particular group of film consumers, namely 18-35 years old living lin Bangkok Metropolitan area. This leads to a lack of understanding about a wider range of consumer. In comparison with consumer research in US film industry; this research concludes that consumer research in Thai film industry is still in its infancy. Consumer research in Thai film industry should explore new focus of study such as consumer psychology or examine other sample groups with diffrent demographic profiling or a specific segment of film consumer.