All the interview information was gathered in one place and the further process of data reduction

and categorization was done. The answers that were given in paragraphs were reduced to

sentences and the sentences were further reduced to few words. The process was repeated until

all the responses were reduced to a few words.

After reducing the data to a few words, the framework was prepared that shows the independent

variables that affect the buying decisions of the customers of Miniso products. We have also

reviewed a few articles related to the topic with which a theoretical framework has been derived.

With the help of these two frameworks, we have compared, analyzed and hence concluded the

results in the report.

CHAPTER 4

RESULTS
The total number of respondents for our survey was 38. It included 3 focused group discussion

with 5 members of each age group, and an in-depth individual interview was conducted with the

remaining respondents. The questions were semi-structured followed by probing questions as

well.

4.1. Demographic Results

Gender

Male Female

18 20

Table 1: Frequency of Gender

Miniso is widely popular as a lifestyle brand with very visually appealing products. It is women

who are mostly attracted to these products. We decided to keep the gender count as similar as

possible in order to avoid gender bias. From the total of 38 participants of the survey, 18 were

Male and the remaining 20 were female.

Age

17 years and below 3

18-25 years 19

26-32 years 12

33 years and older 4

Total 38
Table 2: Frequency of age of the respondents

For this survey, we found exactly 50 per cent of the respondents among the 18-25 years group.

This shows that the majority of the people who purchase at Miniso are the young generation.

However, we also interviewed some who were above 32 years old.

Profession

Student 25

Job Holder 9

Own Business 2

Homemaker 2

Total 38

Table 3 Frequency of profession of the respondents

More than 50% of the respondents i.e. 25 were students in this research. This shows that most of

the people making purchases at Miniso lie in the category of students who are mostly going to

colleges/universities. Even though they did not have a source of income, they were the ones

found to be spending the most in Miniso stores.