The factors behind McDonald's character marketing (premium toy) are attractive to Thai adult segmentation.

Abstract

Over the years, there are many of cartoon character model collections marketed for Happy Meal. Happy Meal set has become very successful marketing strategy of McDonald’s. The kids can enjoy their meal in the great and fun environment provided by McDonald’s. Surprisingly, Happy Meal’s premium toy collections not just attracted to only family with kids or children, but attract to adults as well. Therefore, the purpose of this research paper is to find the factors behind McDonald’s character marketing (premium toy) are attractive to Thai adult segmentation. The research uses a qualitative approach and the data was collected by in-depth interview. The interview was conducted with 20 Thai adult respondents in age group 22-35 years old. The results indicated factors that influence the buying decision of Thai adult including effectiveness of advertising, effectiveness of promotion, the fear of missing out, familiarity, personal interest, and influence of close persons.

KEY WORDS: Character marketing/ Premium toy / McDonald’s / Kids marketing / Cartoon