Effectiveness of Marketing Practices as Determinants of  Purchase Intention for POP Mart Products: Insights from Filipino Consumers

Neil Owen Andre Recato; Russel C. Remulta; Norman Lesther S. Respicio; Shemaiah Janelle C. Santomin

doi:10.56741/IISTR.jmsd.001991

Authors

Neil Owen Andre Recato
noarecato3@gmail.com
National University
Russel C. Remulta National University
Norman Lesther S. Respicio National University
Shemaiah Janelle C. Santomin National University

DOI:

https://doi.org/10.56741/IISTR.jmsd.001991

Keywords:

Gen Z Consumers, Marketing Mix, Marketing Practices, Philippines, POP Mart, Purchase Intention

Abstract

This study examined the effectiveness of marketing practices, particularly the 4Ps of marketing mix, and consumer purchase intention for POP Mart products among Gen-Z Filipino consumers to determine the relationship between the effectiveness of the 4Ps marketing mix practices and the purchase intention of Gen Z Filipino consumers for POP Mart products. Using a quantitative correlational design, 385 respondents from Metro Manila were familiar with or had purchased POP MART products. Descriptive statistics and Pearson correlation analysis were employed to determine the correlation of the two variables. Results revealed that all four of the marketing mix components were positively rated, indicating that respondents generally agreed with POP Mart’s marketing strategies. Among the 4Ps, Product received the highest level of agreement, emphasizing strong influence on quality, design, and novelty on consumer decisions. The Pearson correlation coefficient (r = 0.668, p < 0.05) showed a moderately strong, positive, and statistically significant relationship between marketing practices and purchase intention, indicating that higher perceived marketing effectiveness increases consumers’ willingness to purchase. This concludes that the effective implementation of the 4Ps significantly influences the purchasing behavior of Gen Z Filipino consumers regarding collectible products. It gives viable information to both POP Mart Philippines and marketing professionals on how to develop specific, experience-based, and culturally responsive approaches to consumer appreciation and brand affinity. Furthermore, the study adds to the scarcity of local literature on marketing effectiveness in the Philippine context and highlights the potential of active retail industries to facilitate the development of sustainable economic growth.

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Author Biographies

Neil Owen Andre Recato, National University

is a third-year Bachelor of Science in Business Administration student majoring in Marketing Management at National University–Manila, College of Business and Accountancy. His academic interests focus on consumer behavior, marketing strategies, and brand management, particularly within youth-oriented and lifestyle markets. He has participated in academic research projects related to marketing effectiveness and purchase intention and is interested in pursuing a career in marketing research and brand development. (email: noarecato3@gmail.com).

Russel C. Remulta, National University

is a third-year Bachelor of Science in Business Administration student majoring in Marketing Management at National University–Manila, College of Business and Accountancy. Her research interests include digital marketing, consumer engagement, and promotional strategies in retail industries. She actively engages in collaborative academic research and coursework related to marketing analytics and strategic marketing planning. (email: russelremulta25@gmail.com).

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Norman Lesther S. Respicio, National University

is a third-year Bachelor of Science in Business Administration student majoring in Marketing Management at National University–Manila, College of Business and Accountancy. His academic interests revolve around product branding, experiential marketing, and consumer psychology. He has contributed to research studies examining marketing mix strategies and consumer purchase behavior in the Philippine context. (email: nlrespicio@gmail.com).

Shemaiah Janelle C. Santomin, National University

is a third-year Bachelor of Science in Business Administration student majoring in Marketing Management at National University–Manila, College of Business and Accountancy. Her research interests include social media marketing, Gen Z consumer trends, and integrated marketing communications. She has participated in academic research focused on marketing practices and consumer purchase intention and aims to pursue a career in brand strategy and marketing communications. (email: sjcsantomin@gmail.com).

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