A number of authors have examined the effect of demographic factors on savings behavior among consumers in developing countries. Culture has been found to shape values, which in turn affect behavior. While Thai and Chinese are both Asian and have many similarities, there are also values that differ, which may be used to help predict behavioral differences. More specifically, despite cultural assimilation by immigrants over time, values may continue to be passed on within families, such that the values may still differ from the larger population. This study explores differences in attitudes towards savings between Thai and Thai-Chinese consumers due to differences in values.