Gen Y Customer Value of Chanthaboon Reed Mats: A case study of Samet Ngam Women Villagers, Chanthaburi Province

Abstract

This study investigates the needs, challenges, and expectations of Generation Y consumers regarding products made from Kok (reed) from Chanthaboon, using the conceptual framework of perceived customer value. The study employed a qualitative research methodology, conducting in-depth interviews with three sample groups and categorizing the products into (1) Chanthaboon reed mat products, (2) bag products, and (3) general household items. All 38 respondents were Generation Y individuals residing in the Bangkok Metropolitan Region who had used reed-based products within the past three years. The results of the study found that Generation Y consumers value functional benefits that meet everyday practical needs (Functional Jobs), alongside social values such as supporting community-based craftsmanship (Social Jobs), and emotional values including gift-giving and expressions of personal meaning (Emotional Jobs). The order of values in Chanthaboon reed mat products includes their use in daily routines, within family contexts, and for relaxation. Key barriers identified include limited product accessibility, inconsistent product quality, and ineffective brand communication. Consumer expectations focus on durability, ease of use, aesthetic design, and the incorporation of local cultural identity.