Unboxing desires: analysing consumer motivations in bling Box purchases with a case study of pop mart

Abstract

This thesis explores consumer motivations behind blind box purchases, with a specific focus on Pop Mart in the Thai market. It examines key psychological factors such as Fear of Missing Out (FOMO), the second-hand market value of blind boxes, celebrity endorsements, and gambling psychology. The research utilizes qualitative methods, including in-depth interviews with Thai consumers, to understand their purchasing behavior. Data analysis reveals that these factors positively influence consumer motivation and drive the desire to purchase blind boxes. The findings offer valuable insights for marketers, suggesting personalized products, enhanced storytelling, sustainable practices, and technology integration as strategies to better engage and satisfy consumers.