Analysis of Young Girls' Eagerness to Spend for Disney Virtual Characters Based on Marketing Mix Theory

Xiaoyu Huang

doi:10.54691/bcpbm.v43i.4626

Authors

Xiaoyu Huang

DOI:

https://doi.org/10.54691/bcpbm.v43i.4626

Keywords:

Marketing Mix theory; 4P; SWOT analysis; Disney; Virtual Characters.

Abstract

A virtual character is a design of a fictitious creature with distinctive characteristics created by people, and Disney virtual characters are those Intellectual Property (IP) images that appeared in Disneyland and Disney movies. This investigation aimed to explore why many younger females are keen to spend money on Disney virtual characters. This paper adopted the Marketing Mix Theory strategy (product, price, placement, and promotion) marketing mix theory, and the SWOT analysis method has been utilized. This paper investigated the relationship between the 4Ps and consumers’ purchasing intentions, and it turned out that unique design and effective promotion in this Disney case would promote consumers’ purchase intention, while the higher price and less accessible placements affect their purchase intentions. Thus, the high price and limited places somewhat inhibit customers' desire to buy, due to the attractiveness of the product itself and the promotion on the internet, the target consumers are still willing to consume.

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