d.

Store environment: It refers to the behaviour of staff of Miniso; and ambience of the Miniso

store which includes lighting, soft background music, colour, interiors, etc.

12. Proximity to the store: It means the distance between customers’ home and the Miniso

store.

13. Availability of substitute stores: The substitute stores refer to only those stores which are

similar to Miniso. By similar, we mean the availability of similar product classes and similar

positioning. Examples of substitute stores are – Mumuso, Yoyoso, and Ximiso.

14. Loyalty: It is the loyalty of customers of Miniso stores. It is the moderating variable

between ‘Availability of substitute stores’ and ‘purchase intention from Miniso’. If the

customers are not loyal, they will have no problem in buying from other substitute stores. But if

the customers are loyal, they will not go to any other substitute stores.

15. Reference group: Reference group means the group of customers with whom the consumer

shops or whom the consumer sees as a role model. It consists of friends, family, and idols from

Korean dramas and Korean pop songs.

4.4 Further Findings of the Study

4.4.1 Demographics and Purchase Intention from Miniso

The age group of 18-25 can be further divided into two age groups. The first one is 18-21 and

second one is 22-25. There were 11 respondents from the age group of 18-21, who were mostly

bachelor students. And 8 respondents were in the age group of 22-25, who were mostly students
of masters. There was one interesting phenomenon between these groups. The males of the first

age group had purchased products from Miniso but the males of the second age group had not

purchased any products from Miniso.

Females were the more frequent visitors to Miniso stores. Many said to even visit the store just

for window shopping and come out without buying anything. They went in just to look at the

new arrivals in the store. Those who thought their personality matched with the brand

personality of Miniso had purchase intention regardless of their gender; while those who found a

mismatch between their own personality and brand personality of Miniso had less or no

purchase intention. Most of the males think that Miniso is “girlish”. One of the respondents

recalled his experience at Miniso filled with late teenage girls who would seem obsessed with

the products which made him question his presence in the store in the first place.

4.4.2 Price and Purchase Intention from Miniso

Positive purchase intention was exhibited by respondents who believed that the price of the

products of Miniso was reasonable whereas negative purchase intention was exhibited by

respondents who didn’t find the prices reasonable. The reasonableness of the price of Miniso

products was found to be unaffected by the monthly income of the respondent.

4.4.3 Brand Image and Purchase Intention from Miniso

Brand image also played a huge role in increasing the purchase intention of customers from

Miniso. Respondents developed the brand image based on their previous interactions with the

brand. Interactions were in the form of store visit and satisfaction from previous purchases.
Many respondents were unsure about the country of origin of Miniso. Some respondents

believed it was a Chinese brand while some thought it was a Japanese or Korean brand. In

reality, Miniso is a Japanese designer brand with China as the actual country-of-origin.

People who believed Miniso products to be Chinese had a slightly negative brand image and

showed less or no purchases intention. On the other hand, those who considered Miniso to be a

Korean or a Japanese brand had a positive brand image and were more willing to make a

purchase from Miniso than who thought otherwise.