Motivations Behind Purchasing Minions-themed Merchandise: Female Consumers Aged 30 from to 40 in Beijing

Abstract

With the booming cultural industry and diversified consumption patterns, the derivatives market has emerged as a vital component of cultural consumption. Since the release of Despicable Me in 2010, the Minions have captured the attentions of global audiences, their popularity seemingly sudden but rooted in profound market logic and audience resonance. Notably, female consumers aged 30 to 40 in Beijing have shown a marked increase in interest in purchasing Minions-themed products. Although this age group is often regarded as mature and rational shoppers, their preference for the cartoon characters seems to deviate from conventional consumer psychology. Overall, this paper employs a mixed-methods approach, combining questionnaire analysis and literature review, to delve into the key factors influencing their purchasing behavior. Through this methodology, there are four main findings: 1) the proportions that whether the respondents have purchased the Minions-themed merchandise or not have accounted for around 50%; 2) consumers prefer plush toys; 3) primary motivators include liking the characters, product design, and quality assurance; 4) emotions serve as a bridge connecting consumers to merchandise, fostering positive and sustainable impacts on personal lives, family relationships, and content innovation for IP marketing teams. Data collected through questionnaires and supplemented by focus group discussions provide insights into consumer motivations, psychology, and the influence of marketing strategies on decisions. This study not only enhances understanding of the motivations and significance behind purchasing such derivatives, but also provides valuable insights for IP operators to better capture the attention of this target audience, thereby improving brand loyalty and stickiness.