The role of consumer psychology in the marketing strategies of pop mart in Thailand

Abstract

Currently, art toys have become a booming market around the world, with significant popularity in Thailand. Valued for their limited editions and creative designs, these toys attract diverse collectors. However, the specific consumer psychology that drives the success of companies like POP MART remains underexplored. This study then aims at investigating how POP MART leverages consumer psychology to enhance its marketing success in Thailand, including creating exclusivity and excitement, engaging customers through unique experiences, and offering the affordable luxury with nostalgia. By interviewing two art toy collectors and reviewing existing interviews with POP MART executives and designers, the study reveals how POP MART's strategies, such as limited editions and surprise "blind box" toys, create sense of urgency and repeat purchases. Their physical stores offer an engaging experience that online shopping cannot replace, and their pricing strategy makes high-quality toys seem like affordable luxuries. Nostalgia also plays a key role, as adult collectors are attracted to toys that evoke childhood memories. The recommendations to POP MART include releasing more limited editions, expanding product lines, and adopting sustainable practices to further boost customer engagement and loyalty.