LIFESTYLE, SOCIAL INFLUENCE, AND MARKETING MIX AFFECTING CONSUMERS' BUYING DECISION: A CASE STUDY OF POP MART IN CHINA

Abstract

This study aim was to find the relationship between customers’ buying decision towards Pop Mart products based on their lifestyle, social influence and marketing mix in the Chinese market. I chose the quantitative research and distributed structured questionnaires to the customers who bought Pop Mart products in the past 12 months in China. A total of 407 valid questionnaires were obtained through online questionnaires and questionnaires distributed at some of the larger airports. Descriptive statistics and multiple linear regression analysis were used for data processing and hypotheses testing. As can be seen from the results above, Lifestyle, Social Influence, and the Marketing Mix are also strongly valued by customers. Lifestyle, out of the three independent variables, has the highest explaining ability (β=.369, Sig.<.001), followed by the marketing mix (β=.330, Sig.<.001), and social influence (β=.254, Sig.<.001). The regression model explains 78.4% of the variance in customers’ buying decision (R²=.784) at the statistically significant level of <.001. These results agree with all of the hypotheses and offer directions for marketing Pop Mart in China.