MUSIC CD IN DEVELOPMENT AND CONSUMER VALUE IN THE THAI MUSIC INDUSTRY BY PHUNPITI BHOVICHITRA A thesis submitted for the Degree of Doctor of Philosophy to The Faculty of Management, University of Stirling, Scotland August, 2017 1 2 ABSTRACT While the digital market, especially the music streaming market, has rapidly grown in recent years, however the physical music segment still remains relevant in the Thai market. The Thai music market has inimitable characteristics within the market in terms of the physical music record offers, recorded musical works, and a growth trend in physical sales. Moreover, the behaviour in physical music consumption is opposite to that in world markets. Music consumption practices in the Thai market and why physical music, and CDs in particular, remain relevant to the Thai music industry are an enigma. The music industry itself has suggested that the physical music market needs to be revamped and its physical products redeveloped. In addition, the major record companies have also refocused into developing physical markets. However, precisely how this is to be achieved has not been specified. The twin aims of this study are to more fully comprehend Thai music consumption practices in today’s market and to examine how the concepts of product development could be effective in responding to consumer needs and desires. Consumer-led product development is the main concept of this study used to create ideas to enhance music CDs. This study combined many perspectives related to consumer-led product development and then applied them to construct the conceptual framework named “The Seminal Framework for CD Development”. The framework is a roadmap to create a new set of features for a new form of music CD based on the input of the music industry’s representatives and consumers. A new form of music CD which includes a new set of features is named in this study as the “prototype CD”. Also, the framework is used to evaluate the effectiveness of the prototype CD; how the prototype CD is responsive to consumer needs as far as functional and psychological perspectives are concerned. Bearing in mind the aim of this research, the researcher considered the interpretive paradigm to be the most appropriate approach for capturing consumers’ experiences in music consumption practices and for studying the opinions, points of view and ideas derived from the consumers, and the experts in music CD development. In the data collection process, this study employed the technique of purposive sampling for selecting from the population. The purposive sampling technique allows the researcher to judge and select people or prospective participants who: 1) are available to participate I in conducting the research, 2) are knowledgeable about the industry, 3) have experience related to the context of the study, and 4) can provide the reliable and detailed information required to understand the focal themes of the study. This study conducted nine interviews with the music industry’s experts, 60 one-on-one interviews and four group interviews with consumers. For the data analysis, this study adopted the manual coding analysis. The Seminal Framework determined the coding structure, and sets of data could be organised into distinct themes, such as the new features of music CDs or future positive possibilities for music consumption. This enabled, at the end of the process, an easier and more efficient identification of the experiential values derived from prototype music CDs. In addition, in more fully understanding the needs and expectations inherent in music consumption practices, such careful coding analysis helps to re-define the typology of music consumers. The typology and the concepts also facilitated the identification of music consumption behaviour in today’s environment. This study contributes a wider concept in consumer-led product development that has been applied to the context of music consumption practices and music product (CD) development. II DECLARATION This thesis is submitted in the fulfilment of the degree of Philosophy (Marketing) at the University of Stirling, United Kingdom. I declare that this thesis is based on my original work except for the quotations and citations which I have duly acknowledged. I also declare that this thesis has not been previously or concurrently submitted, either in whole or part, for any other qualification at the University of Stirling or other institution. I am responsible for any errors and omissions present in the thesis. Signed Phunpiti Bhovichitra December 2017 III ACKNOWLEDGEMENTS Studying for a PhD is certainly not easy. Only intelligence is not enough. Passion, forbearance, diligence, honesty, and so on are also necessary. Importantly, a PhD student needs supervision by great supervisors. I am really lucky to have had this. First of all, I am grateful to Dr. Ian Fillis and Dr. Adelina Broadbridge, the greatest supervisors ever. Thank you so much for giving me a chance to do a PhD. and also for all your sincere support. I will sing your praises to all the people I know. Both of you have become two of the most significant people in my life, and I will absolutely always keep both of you in my mind. Secondly, I would like to prostrate myself at my Dad and Mom's feet, Dr. Mahn and Mrs. Preeda Bhovichitra, for raising me up. Supporting me until I achieve the highest educational level is much more precious than anything else. I do understand now how much you love me. I would also like to say to my beloved sisters, Montarat Tewasano and Peeyada Bhovichitra, that I am so glad that I have you in my life. I am especially grateful to Ms. Cholticha Songseangterm, my second Mom, for taking care of my parents while I am away. I do appreciate that. I am also thankful to my lovely teachers, Associate Professor Dr. Sopapun Sangsupata and Associate Professor Dr. Apisit Songsasen, for encouraging me to do a PhD. and advising me about everything in real life. Ms. Nantana Boon-Loong, Ms. Patcharida Wattana, Mr. Deaw Tangtragool, Ms. Arkeyra Wittanon, all of you are my idols. Many thanks for letting me follow in your life footsteps and for supporting me in all the data collection. You all are part of my success. My uncle, Charles Goodall, you are the greatest person I have ever met. Thank you very much for all your support and kindness to me. I love you, Uncle Charles. Ms. Patraporn Ubonjit, Ms. Nalinee Unprasert, and Ms. Paranee Techawatanasomboon are people I admire greatly. Many thanks for advising me about everything in my entertainment career. Lastly, I would also like to thank Dr. Danai Wangsaturaka, Mr. Chaovalit Tadasittivet, Ms. Tanatip Uan-On, Ms. Duangrat Shuwisitkul, Ms. Duangkwan Thongpian, Mr. Chananan Samahito, and Ms. Pathitta Nirunpornputta for kindly helping to arrange the group interviews. Many sincere thanks to Dr. Woranop Sukparangsi for being my good friend and for helping me do ‘statistics’ when I studied at Glasgow University, my very good friend, Dr. Seemab Ara Farooqi for all supports, and to Dr. Thanee Glomjia, Dr. Kulbutr Komenkul, Dr. Kantitut Tubsuwan, Mr. IV Warunyou Terapinyo, Mr. Prateep Chaipojpanich for being my gorgeous friends and spending precious time with me here. Love to you all. V LIST OF ABBREVIATIONS $US United States dollars % Percent 60s The years from 1960 to 1969 90s The years from 1990 to 1999 AIS The name of the mobile network company ARIA Australia Recording Industry Association B2S The name of book, stationary, physical product shop BEC Tero The company operating a free television channel, namely, Channel 3 UMC Unintentional music consumption C.J. E&M A leading Korean music company CD Compact Disc CD-ROM Compact disc read-only memory CEO Chief Executive Officer DIP Department of Intellectual Property DJ Disc Jockey Doc A file name extension, namely, Document DTAC The name of the mobile network company DVD Digital Video Disc e.g. Root from ‘exempli gratia’ in Latin language means for example etc. “et cetera” means in Latin “and other things” ETDA Electronic Transactions Development Agency EW Early-working-age F Female FC Focus group FM Frequency modulation, a radio wave GBP Great British Pound GMM Grammy The official name of Thai major record and entertainment company HD High Definition i.e. Root from ‘id est’ in Latin language means that is to say ibid. “ibidem” means in Latin “the same place” VI IDC The company, Internet Data Center, operates in Thailand IFPI International Federation of the Phonographic Industry IG A name of the application, namely, Instagram IIPA The International Intellectual Property Alliance IMC Intentional music consumption IQ Intelligence Quotient JBL A brand of electronic device JPEG A format for compressing image files, namely, Joint Photographic Experts Group KKBox The name of a streaming service KKTIX A selling a ticket service introduced by KKBox, a streaming service K-POP Korean pop music LG A brand of electronic device LP Long play (one of Vinyl format) M Male MCOT The company operating a free television channel, namely, Channel 9 MP3 Motion Picture Experts Group Layer-3 MP3CD Motion Picture Experts Group Layer-3 Compact Disc MV Music Video NIN The American band, namely, Nine Inch Nails ONKYO A brand of electronic device PC Personal Computer PCL Public Company Limited PDF A file format for capturing and sending electronic documents in exactly the intended format, namely, Personal Data Form PNG A format for compressing image files, namely, Portable Network Graphics PR Public Relation PTT Petroleum Authority of Thailand PWC The company provides assurance, advisory and tax services. R&B Rhythm and Blues RS The official name of Thai major record and entertainment company SD Standard Definition VII TCDC Thailand Creative and Design Center, Thai local creative marketing and design consultant Thai PBS Free television channel in Thailand THB Thailand Baht, the Thailand currency TLC News A name of a news agency True AF True Academy Fantasia, a reality singing contest TV programme TV Television UK The United Kingdom US United States US University student (in the findings and discussion chapter 5-6) USB Universal Serial Bus which is a type of computer port which can be used to connect equipment to a computer.