Marketing communication strategy of automotive parts business for generation Z

Name: Tanathep Sutthichaisorakul

keyword: Automotive industry

; Automotive part business

; Auto part products and services

; Generation Z

; Digitalization

; Marketing communication strategy

; Online communication

Abstract: The auto part business has become one of the most powerful leading automotive industries in Thailand to drive economic growth. Additionally, Thailand becomes one of the most attractive locations for many international automotive part suppliers to build their production hubs. However, Generation Z consumers have less access to the auto part and accessory market when compared to other types of Generations. Due to the legal age of driving, maturity, and purchasing power on products and services related to automobiles, the majority of auto part consumers are categorized into generation Y and generation X rather than those in generation Z. This allows the auto part business to explore more opportunities to expand its customer base. The new group of customer focuses more on generation Z consumers. This type of consumer has much more potential, purchase power, and advanced technological dependence. Due to the fact that the internet growth today facilitates the development of a considerable number of e-commerce and online retails, more and more consumers, especially those in generation Z have also shitfed to shop via online platforms rather than brick and mortar stores. Additionally, generation Z consumers have benefited the implementation of online market through goods and service customization, more accessible and easier transaction, and real time interactive communication. This paper studies several marketing strategies, which mainly focuses on marketing mix (4Ps) that consist of product, price, place, and promotion. However, it takes promotion or marketing communication mix from 4Ps into consideration. Thus, the major purpose of this study is to examine the effectiveness of marketing communication mix strategies on the decision making behaviours of Generation Z consumers to purchase automotive part products and services. The research focuses more on the online marketing. There are six major marketing communication strategies to be examined in this paper, which includes advertising, sales promotion, personal selling, public relations, direct marketing, and online sale promotion. As a result, the online promotion is considered the most effective marketing communication strategy, and it also is used to build the structural model. Moreover, this research paper applies the statistical tools in order to validate its model. For quantitative data analysis, the results were conducted by using the descriptive statistical analysis while qualitative data analysis was applies the exploratory method. As a result, traditional advertising and public relation strategies of marketing communication mix fail to influence Generation Z consumers and increase their purchasing decisions. In contrast to other factors, they have positive effects on purchasing decisions of Generation Z consumers due to higher reliance on online sources and communication channels

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Surapit Promsit

Role: advisor

Created: 2020

Modified: 2023-01-31

Issued: 2023-01-31

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2020.864

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Design, Business and Technology Management

Grantor: Thammasat University

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