While the North and the Northeast regions offer plenty of opportunities for foreign companies targeting the Thai retail market, they should also take note of the variations in consumer preferences among different regions. According to a leading Thai department store operator that HKTDC Research interviewed, customers in the upcountry areas are more conservative, with lower brand-awareness than shoppers in Greater Bangkok. In general, the purchasing power of upcountry consumers is not as strong as those in Bangkok. Companies selling to local consumers there are advised to target the mid-end segment or the mass market in terms of pricing and marketing.