Urban Living With Style: An Exploratory Survey of Bangkok Generation Y’s Lifestyle

This study is a preliminary exploration of the lifestyle typologies Generation Y in Bangkok, Thailand. Drawing upon an AIOs (Activities, Interests, Opinions) approach, 126 statements were developed to segment them into groups. A field survey was employed through questionnaires collect data from this cohort. total 455 responses analyzed exploratory factor analysis (EFA) technique. Eight distinct segments identified: On-trend Netizens, Adrenaline-addicts, Self-care Traditionalists, Concerned Pragmatists, Safe-centered Family Person, Materialists, Emotional Facebookers, and Soap Haters. Each has unique characteristics. The findings show nuances lifestyles laying foundations for better understanding group. It beneficial marketing practitioners develop appropriate communication strategies, products, services accordingly.