Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Advances in Economics, Management and Political Sciences
Series Vol. 78 , 18 April 2024
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An Analysis of Consumer Behavior and Marketing Principles in Blind Box Purchasing – A Case Study of Pop Mart
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Abstract
As an emerging marketing model, blind box marketing has been sought after by consumers and various industries. Based on the consumer purchase process of blind box, this paper takes Pop Mart, the leading blind box brand, as an example, carries out a consumer behavior analysis including motivation generation, information collection and selection, purchase process and post-purchase behavior, and discusses the principle of "blind box marketing". Consumers do not know what is the specific toy before purchase. The uncertainty of probabilistic marketing incentives, as well as the pricing method of sales channels, hit the consumers' psychology, bringing a sense of excitement for consumers, further stimulating the desire to consume, and enhancing user loyalty. Finally, this paper explores the use of "blind box marketing", and categorizes and analyzes its applicable products. Due to its price, and consumer preferences, FMCG (Fast Moving Consumer Goods) products are more suitable for the "blind box" marketing model, while products with strong functionality or luxury products are not suitable for this model.
Keywords
Blind box, Consumer behavior, Pop Mart, Probabilistic marketing
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 3rd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-83558-379-1
- ISBN (Online)
- 978-1-83558-380-7
- Published Date
- 18 April 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/78/20241615
- Copyright
- 18 April 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited