A case study on how K-Pop Culture influences the behavior of Grade 9 Grade 12 University of the Philippines Rural High School Students in their consumption of officila K-Pop merchandise

Date

6-2023

Adviser

Judith M. Bernardo

Principal

Mabel S. Buela

Abstract

This qualitative study aimed to investigate the merchandise consumption behaviors of adolescent K-pop fans, with a specific focus on understanding the factors that influence their consumption and the corresponding behavior_ Despite the abundance of literature on K-pop, there is a notable research gap regarding adolescent Filipino consumers, particularly with the factors that influence their merchandise consumption behaviors_ This study sought to address this gap and provide valuable insights into the emerging patterns and themes surrounding the purchasing behavior of young consumers of K-pop merchandise. With a total of eighteen (18) UPRHS students, ranging from Grade 9 to Grade 12, with ages ranging from 15 to 18 years old, semi-structured interviews were conducted. The behavioral factors in merchandise consumption are personal motivations, the impact of social influences, the role of idol identification, the significance of random culture, and the effectiveness of marketing strategies employed by entertainment agencies and merchandise manufacturers. With the use of thematic analysis, key insights were derived from the transcriptions of the interviews regarding (1) types of merchandise buyers: Impulse Buyers, Occasional Buyers, Sparks Collectors, and Casual Buyers; (2) the notable behaviors and motives behind the participants' merchandise consumption, such as fostering a sense of community and connection, demonstrating support for favorite idols, using the act of buying and the merchandise items as coping mechanism, and (3) the influence exerted by peers, social media, school, online communities, and other aspects of the participants' personal lives in shaping consumption behaviors and purchase decisions among adolescent K-pop fans_ The qualitative data acquired and key findings paved the way for the analysis of the prominent themes and patterns in official K-pop merchandise consumption among young consumers.

Language

English

LC Subject

Capstone

Location

University of the Philippines Rural High School

Document Type

Capstone

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