Thailand Mobile Expo Hi-End" (TME) that ended on Sunday, total spending at the event did not meet the target, affected by the current worrying political atmosphere. while consumer behaviour was changing. People now take their time before deciding to buy a smartphone. They compare each product's features with its price, while considering the design as well. They no longer base their purchases on brand awareness alone. Therefore, at TME this time, a lot of consumers shunned the famous names and bought smartphones from new brands.