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Non-Munical is a key segment of Thai market with very different characteristics from urban market and that makes it hard to meaningful reach in term of advertising and distribution.
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| Non – Municipal characteristics |
- From 40-500 households.
- Grow their own food and buy only basic consumer goods.
- Limited entertainment opportunity.
- Looking for group participation.
- Lower level of education which will limit level of understanding.
Things especially advertising messages.
- Conservative to traditional believes or strong brand loyalty.
- Need active in-market activities to effect behavior.
- Head to reach by traditional distribution. They must make trip into town to buy and carry back goods to their own village for resell.
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