Understanding consumer behaviors of Generation Z under China’s blind box economy : case company: POP MART
Gao, Jiahui; Chen, Run (2022)
Gao, Jiahui
Chen, Run
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202201171338
https://urn.fi/URN:NBN:fi:amk-202201171338
Tiivistelmä
Generation Z, born between the late 1990s and the early 2010s, is a young generation in China. With the development of society and technology, they are familiar with the Internet and are willing to accept newborn things such as the blind box. The blind box is the toy box that consumers do not know the specific product advanced with random attributes. The thesis aims to provide the understanding of the blind box economy of Chinese Generation Z to readers. The case company POP MART as the leader of pop toy companies is also introduced in the thesis. The final goal is to find out why the blind box is popular among Generation Z in China.
The primary sources were gathered by interviews. The authors made 10 questions to interview Chinese Generation Z. The secondary sources were collected from published books, e-books, and online sources. In this thesis, the deep understanding of consumer behavior, characteristics that affect consumer behavior (social, personal, psychological, and cultural factors), hunger marketing strategy, the purchase performance was mentioned. To better explain the topic of the thesis, the introduction of both Chinese Generation Z and the blind box economy in China is also included.
Based on the findings, the blind box meets the need of Generation Z, which are finding new products and following the trends. For the future, the development of blind boxes as a new industry is unlimited.
The primary sources were gathered by interviews. The authors made 10 questions to interview Chinese Generation Z. The secondary sources were collected from published books, e-books, and online sources. In this thesis, the deep understanding of consumer behavior, characteristics that affect consumer behavior (social, personal, psychological, and cultural factors), hunger marketing strategy, the purchase performance was mentioned. To better explain the topic of the thesis, the introduction of both Chinese Generation Z and the blind box economy in China is also included.
Based on the findings, the blind box meets the need of Generation Z, which are finding new products and following the trends. For the future, the development of blind boxes as a new industry is unlimited.