TIME ORIENTATION
Thai cultural is present-oriented.
Hedonic shoppers score relatively high on present-oriented. (Chetthamrongchai and Davies, 2000)
Thai shoppers prefer relax and sabai (Thai culture value)
Time orientation is focused on perception of time and exploratory buying behavior (Legoherel et al, 2009).
Urban spend less time shopping and shop more often (time restriction)
Rural spend more time shopping and likely to go on weekend as family trips (less time conscious)