A STUDY ON POPULARITY OF MINISO AND ITS GROWTH

STRATEGY IN INDIA

Submitted in partial fulfillment of the requirements for the award of

MASTER OF BUSINESS ADMINISTRATION

by

SWEDA PREETHY R
40410180

SCHOOL OF MANAGEMENT STUDIES

SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC I 12B Status by UGC I Approved by AICTE
JEPPIAAR NAGAR, RAJIV GANDHI SALAI, CHENNAI - 600 119

APRIL 2022
 SCHOOL OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of SWEDA
PREETHY R 40410180 who carried out the project entitled “A Study on popularity
of Miniso and its growth strategy in India” under my supervision from January
2022 to March 2022.

Dr. S Joyce
Internal guide External Guide

Dr. BHUVANESWARI .G
Dean – School of Management Studies

Submitted for Viva voice Examination held on_____________________

Internal Examiner External Examiner

 DECLARATION

I SWEDA PREETHY R (404100180) hereby declare that the Project Report entitled
“A study on popularity of Miniso and its growth strategy in India” done by me
under the guidance of Dr. S JOYCE is submitted in partial fulfillment of the
requirements for the award of Master of Business Administration degree.

DATE:
PLACE: SWEDA PREETHY R
 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere thanks to Board of Management of

SATHYABAMA for their kind encouragement in doing this project and for
completing it successfully. I am grateful to them.

I convey my sincere thanks to DR. G. BHUVANESWARI, DEAN - SCHOOL

OF MANAGEMENT STUDIES AND DR. A. PALANI, HEAD - SCHOOL OF
MANAGEMENT STUDIES for providing me necessary support and details at
the right time during the progressive reviews.

I would like to express my sincere and deep sense of gratitude to my Project

Guide Dr. S. JOYCE for her valuable guidance, suggestions and
constant encouragement paved way for the successful completion of my
project work.

I wish to express my thanks to all Teaching and Non-teaching staff members

of the School of Management Studies who were helpful in many ways for
the completion of the project.

SWEDA PREETHY R
 TABLE OF CONTENTS
CHAPTER
TITLE PAGE NO.
NO.
ABSTRACT (i)
LIST OF TABLES (ii)
LIST OF CHARTS (iii)
INTRODUCTION 1
1.1 Introduction 2
1.2 Statement of the problem 3
1
1.3 Objectives of the Study 3
1.4 Need for the study 3
1.5 Scope & Significance of the study 4
REVIEW OF LITERATURE 5
2
2.1 Review of Literature 5
RESEARCH METHODOLOGY 8

3.1 Methodology
3.2 Research Design 8
3.3. Sources of Data 8
3
3.4. Questionnaire Development 8
3.5. Sample Size 9
3.6 Period Of Study 9
3.8 Hypothesis 10
DATA ANALYSIS AND INTERPRETATION 11
4
4.1 Percentage Analysis 11
4.2. CHI SQUARE 33
4.3. Oneway Anova 34
4.4 One sample T- test 35
FINDINGS,SUGGESTIONS AND CONCLUSION 36
5 5.1 Findings of the Study 36
5.2Conclusion 37
REFERENCES 38
ANNEXURE I – QUESTIONNAIRE 39
S ANNEXURE II – RESEARCH ARTICLE 46
ANNEXURE III- BIBLOGRAPHY 53
 ABSTRACT:

This study attempts to evaluate the growth and popularity of Miniso in India with
regard to its social media presence and its expanding franchise in India. Spending a
little extravagant or collecting the favorite merchandise, miniso has covered it all.
This home-style retailer store has aced a lot of awards and recognition by keeping the
trend and releasing a new design every two weeks of the youth's favorite themed
merchandise. Miniso promotes a brand philosophy based on amazingly creative cute
products of high quality that are listed with competitive pricing. Miniso also takes its
waste management seriously, which makes them focus on manufacturing products
that are environmentally friendly to its product consumers.

This study aims to assess the popularity of Miniso and its growth strategy in India.
The main purpose of this study is to understand the popularity, success, and growth of
the sino/Japanese lifestyle products retailer miniso. In this survey, we used a
quantitative survey method using a Google Forms survey from the target individuals.
People of various age groups, are interested in shopping and are known to love
shopping, with a sample of 120 respondents.

I
 LIST OF TABLES
SI.NO PARTICULARS PAGE NO
1 Age wise classification of respondents 11
2 Gender classification of respondents 12
3 Education of the respondents 13
4 Hometown of the respondents 14
5 How did you come s across the miniso store 15
6 Which store of the miniso are you familiar with? 16
7 How often would you visit the miniso store? 17

8 How much did you spend when you visit the miniso store? 18

9 Why do you admire miniso products? 19

10 Which products have you seen most advertised by the 20

influencers?
11 What kitchenware and home decor you like from miniso? 21

12 22
What make up you like from miniso?

13 What stationary products you like from miniso? 23

14 What kind of toys you like from miniso? 24

15 What kind of electronic gadgets do you prefer from miniso the 25
most?

16 Which themed product of miniso are you familiar with? 26

17 How do you feel about the price difference? 27

18 Do you think miniso engages in hedonic buying? 28
19 Why do you feel the need to impulsive buying in miniso 29
20 When you visit the miniso store have you bought or wish listed 30
the item?

21 When you visit the miniso site have you bought or wish-listed the 31
item?
22 How often have you come across ads 32
23 Rate you favorite products from miniso 33

II
 LIST OF CHARTS

SI.NO PARTICULARS PAGE NO

1 Age wise classification of respondents 11
2 Gender classification of respondents 12
3 Education of the respondents 13
4 Hometown of the respondents 14
5 How did you come s across the miniso store 15
6 Which store of the miniso are you familiar with? 16
7 How often would you visit the miniso store? 17

8 How much did you spend when you visit the miniso store? 18

9 Why do you admire miniso products? 19

10 Which products have you seen most advertised by the 20

influencers?
11 What kitchenware and home decor you like from miniso? 21

12 22
What make up you like from miniso?

13 What stationary products you like from miniso? 23

14 What kind of toys you like from miniso? 24

15 What kind of electronic gadgets do you prefer from miniso the 25
most?

16 Which themed product of miniso are you familiar with? 26

17 How do you feel about the price difference? 27

18 Do you think miniso engages in hedonic buying? 28
19 Why do you feel the need to impulsive buying in miniso 29
20 When you visit the miniso store have you bought or wish-listed 30
the item?

21 When you visit the miniso site have you bought or wish-listed the 31
item?
22 How often have you come across ads 32
23 Rate you favorite products from miniso 33

III
 CHAPTER 1

INTRODUCTION

1.1 INTRODUCTION

MINISO is a Japanese-inspired lifestyle product retailer, offering high-quality

household goods, cosmetics, and food at affordable prices. MINISO has opened more
than 4,200 stores in over 80 countries and regions since 2013, including the US, UK,
Canada, Australia, Spain, UAE, India, and Mexico. MINISO advocates the
philosophy of quality life and, in the brand spirit of “respecting consumers”, dedicates
itself to providing customers with products of “high quality, competitive pricing, and
creativity”. With simple and fashionable high-quality design, most of our products
MINISO are priced really competitively, allowing us to get major buy-in from
consumers.

Customers from around the world are attracted to shop from miniso because of certain
aspects which include: Store Aesthetics, Giveaways and contest, Unique
Collaboration, and creative products. With the unprecedented prosperity of the world
economy, luxury brands from Europe are being blindly pursued by customers.
However, counterfeit goods are also spread all over the market which results in
people’s two extreme consumption patterns. As a reflection and criticism of this
situation, MINISO was established! MINISO focuses on the essence of products,
paying high attention to the value of quality and maintaining a reasonable balance
between life and products at the same time. Companies have many ways to make the
business become more competitive and can overcome the competition, these ways
make certain businesses can survive in the competition. Companies do marketing
strategies to survive the competition and to stay relevant within the industry. This
change demands creativity in order to perfect and develop the current products. The
development of new products will shape the
future of the company. In strategic marketing, there are lots of variations within
product development that can be done by the company. A store’s atmosphere can
determine the image that the company wants to give to the customers. The
diversification of products can add more value to the products that are offered.
Customers can have a different set of choices in buying products and can also attract a
different set of customers; thus bringing a more diverse set of customers and an
improvement toward the company’s revenue.

MINISO established a new type of inventive collection store, which has become the
influence in the department stores and shopping malls along with catering, fast
fashion clothing, and entertainment. It strives to deliver consumers smarter, simpler
and cozier products so that consumers can experience relaxed and happy lifestyles

1
when shopping. The brand logo is the image of a shopping bag, which is simple but
fashionable. Although showing the industrial features perfectly, it also emphasizes the
concept of consumption, which is of strong identification and unforgettable. The
blend of Logo name and striking portfolio is an expression of "smile services" to
consumers and advocates the "happiness is the best" life attitude. The essence of life
is the pursuit of happiness.

Being Compared with the traditional retail industry, MINISO makes a new product
style which is called “MINISO style “at a low price, high quality with amusing design
in the sense of products to meet the needs of today’s customers. MINISO is a business
model called “three high and three low”.

1.2 RETAILER AND INTERNET

“The rise of the internet is killing physical retail,” so goes the popular narrative. That
idea certainly has merit and evidence to back it up—some types of retailers, such as
traditional malls and shopping centers, have faced huge challenges. But perhaps it
would be more correct to say that it is forcing change. Another truism that has become
popular in recent years states, more or less, that the presence of constraints, as
proposed to complete freedom, often better stimulates creativity and leads to better
end results. This seems to be the case with the variety retailer MINISO.

Although retail product prices soared because of the many distribution layers, far
surpassing actual value, consumers had no other choice but to accept it. But when e-
commerce emerged, the physical economy met a great challenge. The success of
MINISO, even though quite large, is still within our expectations because this model
both meets the trends of economic development and the true needs of consumers. So
since the foundation, we have foreseen that MINISO will enter into different markets
around the world and be widely recognized. However, we didn’t predict that it would
happen in such short time—1,800 stores have been opened in the world within three
years.

1.3 MOST POWER FUL COMPETITOR OF MUJI

The success of MINISO, even though quite large, is still within our expectations
because this model both meets the trends of economic development and the true needs
of consumers. So since the foundation, we have foreseen that MINISO will enter into
different markets around the world and be widely recognised. However, we didn’t
predict that it would happen in such short time—1,800 stores have been opened in the
world within three years.
The reason why MINISO has a huge success overseas is that MINISO only achieved
the following three extremes of the most basic cores and essences of retail brand in
terms of both online and offline. MINISO’s in-house design team gathered many
talented Norwegian designers. The products encompass modern and trendy design,

2
what is known in China as the combination of “Japanese style” and “Scandinavian
style” (北欧风格), which are both defined by simplicity and minimalism. This design
is also combined with good quality.

1.4 MINISO MARKETING STRATEGY

1.4.1 FREQUENT PRODUCT LAUNCHES

Firstly, one of MINISO’s marketing strategies in China, is it launches new products
once every week to bring consumers to the shop frequently.The target market of
MISINO is 18-28 year old.

1.4.2 SMART COLLAORATION CHOICES

MINISO does not only take action to frequently launch new products, but also
collaborates with many brands with high-awareness such as Hello Kitty, The Pink
Panther, MARVEL and KAKAO FRIENDS. This co-branding strategy leverages the
IP which Gen Z loves and provides them the unique and original design of products.
The retailer understands the interests and behaviors of Gen Z and responds efficiently.

1.4.3 A JAPANESE SPIRIT

Miniso branded itself as a Japanese spirit, rather than a Chinese product
manufacture. brought it a positive image due to the general good impression of
Japanese products in Indian consumers’ minds.

1.4.4 CELEBRITY ENDORSEMENT

MINISO chooses to collaborate with celebrities on a campaign basis instead of
inviting them for a formal endorsement.For example, ADITI RAO in New Delhi has
opened up a new store, recently.

1.5 OBJECTIVE OF THE STUDY

1.5.1 PRIMARY OBJECTIVE

 To study the popularity of Miniso and its growth in India.

1.5.2 SECONDARY OBJECTIVE

 To understand the brand profile and its philosophy.
 To analyze the marketing strategies with its franchise in India
 To Identify, if Miniso implements hedonic buying.

1.6 NEED FOR THE STUDY

Miniso is a Japanese / Chinese variety retailer store, which has franchises all over the
world. Most of its products are manufactured with 70% of imported materials from

3
Korea, Sweden, Denmark Singapore. India is a potential market due to its high
product consumption. Miniso has had rapid brand recognition and growth with our
market in recent times.

1.7 SCOPE AND SIGNIFICANCE OF THE STUDY

Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing objectives. Marketing strategy
involves careful scanning of the internal and external environments. Internal
environmental factors include the marketing mix, plus performance analysis and
strategic constraints. External environmental factors include customer analysis,
competitor analysis, target market analysis, as well as evaluation of any elements of
the technological, economic, cultural or political/legal environment likely to impact
success.

1.8 LIMITATIONS OF THE STUDY

 There were restrictions within the time available to conduct the research, which,
in turn, meant that the quantity of respondents had to be kept relatively small.
The present research was conducted employing a small sample size of 153
respondents.

 Therefore, the sample does not represent the bulk of the population and therefore
the geographical location was specific to India. the results could be indicative of
issues experienced in other regions in India.

4
 CHAPTER- 2
REVIEW OF LITRATURE

2.1 CUSTOMER SATISFACTION

Kotler and Keller (2009) generally define that satisfaction is the feeling of being
happy or disappointed someone who arises because of comparing performance or
results that are felt compared to expectations. It can be concluded that customer
satisfaction is the customer's response to the comparison between performance and
expectations in accordance with the evaluation of discrepancies after the customer
uses a product. This satisfaction will be felt by customers if they have consumed a
product or service.

2.2 PRODUCT DIVERSITY

Product diversity is a process of planning and controlling products in one group or
the number of product groups that are in stock at retail stores.

According to Kantohe (2014), the diversity of goods offered or sold in various

categories. Product diversity is a decision about product placement related to product
availability / product diversity in the right amount and in a very appropriate location.
Product diversity is a process of planning and controlling products in one group or the
number of product groups that are in stock at retail stores.

Sayektiningrum (2015), product diversity has a significant influence on customer

satisfaction. It means,the company needs to make product diversity as one of their
strategy in order to pursue customer satisfaction.

Visual merchandising reflects the technique in presenting the appearance of products

to attract the consumers’ interest (Sudarsono, 2017).
2.3 STORE ATMOSPHERE

Lestari (2018), store atmosphere has a significant influence on customer satisfaction.

Means that providing a good atmosphere also one of the strategy to pursue customer
satisfaction as Research.

5
(Muthiah et al., 2018).If the atmosphere is good and comfortable, it can enhance
consumers’ buying behavior. The store atmosphere must be designed attractively to
keep consumers for a longer time and purchase products with higher willingness. It
reflects the environment design through visual communication, lighting, color, music,
and scent to drive the consumers’ emotional response and perception and influence
the consumers to purchase thE Product.

(Kantohe, 2014) Atmosphere created by a combination of elements of store/outlet

design, store planning, visual communication, and merchandising.

According to Siahu (2017), atmosphere is a term that is used to explain our feelings
towards the shopping experience which cannot be seen. Store atmosphere is a
physical characteristic of a store that can show the image of a store and attract
consumers.

The window display dimension also shows an insignificant result in its effect toward
the impulse buying. According to Levy & Weitz (2012), the window display is an
effective means to create a store image for customers.

2.4 MARKETING APPROACH

Pritika Aurora(2021), Theodore Levitt of HBR used Marketing Myopia to define the
pool of companies that jeopardized their fortunes by having a very inward-looking
approach to fulfill the immediate needs of selling the product and not focusing on the
consumer.

Rasheed et al. (2017) and Wauran and Poluan (2016) agreed that promotional
activity had a significant positive effect on impulse buying.

Through the promotional activity,the company can attract new consumers, influence
them to try new products, encourage them to buy more, increase the impulsive buying,
and try to do close cooperation with retailers. In short, consumers become more
impulsive when they find promotional items (Rasheed et al., 2017).

6
2.5 OPERATIONS IN INDIA
KEIL 2017, Miniso started operations in India with a total of 26 stores, out of which
21 in Delhi region and 3 in Mumbai, 2 in Lucknow and 1 in Bangalore. The company
plans to expand business in India by increasing its footprint across the country.

2.6 MINISO IN PANDEMIC

"Despite the pandemic, MINISO has maintained a strong performance and has
exciting plans to open in new markets across North America," - Yedan 2022

"Consumers are in for a joyous surprise when they get to know us in these untapped
areas. The East Coast is now enjoying the MINISO retail experience previously only
on the West Coast. There are really no other $10 stores that offer the quality" - fino
2022

"Miniso likely to open new outlets more quickly, following the share listing"-
singapore listing 2021”

2.6 PRECIVED QUALITY

Najib,(2019) quality is a consumer attitude resulting from a comparison between
expectations and the actual usefulness. perceived quality is an evaluation made by
consumers regarding how all product quality attributes offered by providers are
conveyed to consumers.

Mukhamad & Dharmawan (2020) explained that price consciousness is an eternal

trend such as the attitude that varies among individuals, for example, a group of
individuals will be more aware of the price than others. Therefore, different consumer
segments can be differentiated based on their price awareness, that is, consumers with
high awareness, are less involved with the purchase price aspect and are also less
involved in price search

Marza, (2019) .consumers with a lower level of awareness, the factor of the size of
the discount becomes one of the benchmarks for low prices. Consumers with low
awareness will not be motivated to process the information about prices

7
Joseph, William (2021) consumers with a lower level of awareness, the factor of the
size of the discount becomes one of the benchmarks for low prices. Consumers with
low awareness will not be motivated to process the information about prices.

Shamsher (2020) explained that consumers with high expertise must have
the knowledge of prices and must have the sensitivity to price changes to influence
consumer attitudes in determining purchasing decisions of a product.

Malhotra, NK (2012) explained that purchasing decisions are complex processes,

because the willingness to buy a product is usually related to the behavior, perceptions,
and attitudes of the consumers themselves. Consumer behavior is a key point for
consumers to be able to access and evaluate certain products.

8
 CHAPTER 3
RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

Research design is the framework of research methods and techniques chosen by a
researcher. The design allows researchers to hone in on research methods that are
suitable for the subject matter and set up their studies up for success.

3.1.1 Descriptive Research Design

In a descriptive design, a researcher is solely interested in describing the situation or
case under their research study. It is a theory-based design method which is created by
gathering, analyzing, and presenting collected data. This allows a researcher to
provide insights into the why and how of research. Descriptive design helps others
better understand the need for the research.

3.2 SAMPLING TECHNIQUE

3.2.1 Convenience Sampling Method
Convenience sampling is a method adopted by researcher where they collect market
research data from a conveniently available pool of respondents. It is the most
commonly used sampling technique as it's incredibly prompt, uncomplicated, and
economical.

3.3 SOURCES OF DATA

3.3.1 Primary Data
Primary data is a type of data that is collected by researcher directly from main
sources through interviews, surveys, experiments, etc.

3.3.2 QUESTIONNAIRE

The research questionnaire attempted to record the response directed to find the
growth and popularity of miniso in India. Questionnaire was divided into two sections.
First part was designed to know the general information about customers and the
second part contained the respondent‘s opinions about customer‘s satisfaction like

9
Basic Introduction, Personal Details,Research related Questions, Perception
Questions,Likert Scaling Questions,Suggestion Question

3.5 SECONDARY DATA SOURCES

Secondary data refers to data that was collected by someone other than the user.
Common sources of secondary data for Journal, Books, Websites, organizational
records and data that was originally collected for other research purposes.

3.6 STRUCTURE OF QUESTIONNAIRE

A questionnaire is a research instrument that consists of a set of questions or other

types of prompts that aims to collect information from a respondent. A research
questionnaire is typically divided into three sections. The first section related to the
demographic profile of the respondents, the second section related to the company
profile of the respondents and third section included questions related to the research
objective and hypothesis. Open- ended, long-form questions offer the respondent the
ability to elaborate on their thoughts. Close ended questions are defined as question
types that ask respondents to choose from a distinct set of pee-defined responses.

3.7 SAMPLE SIZE

Sample size is a count of the individual samples or observation in any statistical

settings such as a scientific experiment or a public opinion survey. The sample size
for this research study is 153 collected respondents from PAN India.

3.8 PERIOD OF STUDY

The period of study is 2 months which is from January, 2022 to April , 2022.

3.9 ANALYTICAL TOOLS

The analytical tools used are Simple percentage analysis and SPSS for testing the
hypothesis by Chi-Square and one way anova.

10
3.9.1 Percentage analysis

Research questions are always answered with a descriptive statistic: generally either
percentage or mean. Percentage is appropriate when it is important to know how any
of the participants gave a particular answer. Generally,percentage is reported when
the responses have discrete categories

3.9.2 Chi-square test

A Chi-square test is a hypothesis testing method. Two common Chi-square tests
involve checking if observed frequencies in one or more categories match expected
frequencies. This test is conducted by IBM SPSS software v2.6

3.9.3 One way ANOVA

The one-way analysis of variance (ANOVA) is used to determine whether there are
any statistically significant differences between the means of two or more
independent (unrelated) groups (although you tend to only see it used when there are a
minimum of three, rather than two groups

3.9.4 One sample T test

The one-sample t-test is used to determine whether a sample comes from a population
with a specific mean.This population mean is not always known, but is sometimes
hypothesized. The one-sample t-test is used when we want to know whether our
sample comes from a particular population but we do not have full population
information available to us.

11
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

4.1 PERCENTAGE ANALYSIS

Table 4.1.1 Age of the respondents

SNO AGE NUMBER OF PERCENTAGE

RESPONDANCE
1 ABOVE 18 9 6.9
2 20-30 69 52.7
3 31-40 17 9.2
4 ABOVE 40 36 31.2

CHART 4.1.1 Age of the respondents

INTERPRETATION:
The table interpreters that 6.9% of the respondents are above 18. 52.7% are from the
category age 20-30. 9.2% people are from 31-40 age category. 31.2% people belong
to the age group above 40.
INEFRENCE:
The majority of the category was from age category 20-30- 52.7%.

12
Table 4.1.2 Gender of the respondents

S NO GENDER NUMBER OF PERCENTAGE

RESPONDENTS
1 MALE 49 37.4
2 FEMALE 82 62.6

Chart 4.1.2 gender of the respondents

INTERPRETATION:

37.4% Of the people are male respondents. 62.6% are female respondents.

INFERENCE:
Majority of the respondents are from gender category female- 62.6%

13
Table 4.1.3 Education of the respondents

S NO EDUCATION NUMBER OF PERCENTAGE

RESPONDENTS
1 DIPLOM/ HIGH 14 10.7
SCHOOL
2 UNDER 61 46.6
GRATUATE
3 POST GRADUATE 49 37.4

4 DOCTORATE 7 5.3

Chart 4.1.3 Education of the respondents

INTERPRETATION:

10.7% of the respondents are from education background of high school/ diploma.
46.6% of the respondents are Undergraduates, 37.4% are Post graduate and Doctorate
are 5.3%

INFERENCE:
Majority of the people are from the category 46.6%

14
Table 4.1.4 How Did You Come Across Miniso Store

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 INTERNET 35 26.7
PROMOTIONS
2 SOCIAL MEDIA 68 51.9
3 MEDIA( DRAMA 15 11.5
MOVIE)
4 THEMED 13 9.9
MERCHANDISE

Chart 4.1.4 how did you come across Miniso

INTREPRETATION

26.7% respondents says they came across from internet promotions, 51.9% from
social media, 11.5% from media and the rest are themed merchandise 9.9%.

INFERENCE
The majority of the respondents have come across Miniso from social media -51.9%

15
Table 4.1.5 Which type of Miniso store are you familiar with

S NO NUMBER OF PERCENTAGE
RESPONDENTS

1 MINISO INDIA 30 22.9

OFFICAL SITE

2 MINISO STORE AT 45 33.6

YOUR CITY

3 MINISO SESSION 56 42.7

AT AMAZON

Chart 4.1.5 Which store of miniso are you familiar with

INTERPRETATION
22.9% of respondents say they came across through Official miniso India website,
33.6% came across from Miniso store from their city, 42.7% from Miniso section at
amazon.

INFERENCE
The majority of the respondents have familiar with 42.7% miniso session at amazon.

16
Table:4.1.6 Why do you admire Miniso products:

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 COST 43 32.8
EFFICIENCY
2 COZY AND 61 46.6
CUTE STUFF
3 FANCY STATUS 18 3.7
4 THEMED 9 6.9
MERCHANDISE

Chart- 4.1.6 why do you admire miniso products

INTERPRETATION
32.8% Admire miniso for cost efficiency, 46.6% for cozy and cute stuff, 3.7% fancy
status and 6.9 admire miniso for themed merchandise

INFERENCE
The majority of respondents admire miniso for cute and cozy stuff- 46.6%

17
Table 4.1.7 What Miniso have you seen most advertised by influencer?

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 HOME 47 35.9
ACCESSORIES
2 SKINCARE AND 36 27.5
MAKE UP
ITEMS
3 STATIONARY 25 19.1
4 CUTE SOFT 23 17.5
PLUSHIE,
DOLLS

Chart 4.1.7 what miniso products have you seen most advertised by influencers

INTREPRETATION
The products most advertised by influencers according to respondents are, 35.9%
state home accessories, 27.5% state skincare and makeup items, 19.1% state
stationary and 17.5 states cute soft plushie.

INFERANCE
35.9% Respondents state most advertised product by influencers are home and life
style accessory.

18
Table 4.1.8 How much do you spend when you visit the miniso store/ site?

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 LESS THAN 500 53 40.5
2 LESS THAN 999 36 27.5
3 MORE THAN 34 26
1000
4 MORE THAN 8 6.1
5000
.

Chart 4.1.8 how much do you spend when visiting Miniso

INTERPRETATION
The study states that,40.5% spend less than 500, 27.5% spend less than 999, 26%
spend more than 1000 and 6.1% spend more than 5000 when they visit miniso store/
site.

INFERENCE
Majority spend less than 500 when they visit miniso store or site- 40.5%

19
Table 4.1.9 How often do you visit miniso store?

S NO NUMBER OF PERCENTAGE
RESPONDENTS

1 WEEKLY TWICE 23 17.6

2 WEEKLY ONCE 13 9.9
3 MONTHLY ONCE 19 14.7
4 OCCASIONALLY 76 58%

Chart 4.1.9 how often do you visit miniso store

INTERPRETATION
The study states that, 17.6% visit the miniso store weekly twice, 9.9% visit weekly
once, 14.7% visit monthly once and 58% visit store occasionally.

INFERENCE
Majority visit the miniso store occasionally - 58%

20
Table 4.1.10 What kitchenware and home decor items you like from miniso

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 SPOONS AND 35 26.7
SPATULA
2 CHOPSTICK 12 9.2
3 TIFFIN BOX SET 33 25.2
4 GLASSWARE 51 38.9

Chart 4.1.10 kitchen and home decor items

INTERPRETATION :
The study states that, 26.7% like spoons ad spatula, 9.2% like chopstick, 25.2 like
tiffin box set and 38.9% have stated they like glassware from kitchen and home decor
products.

INFERENCE:
Majority of people like Glassware from kitchen and home decor products. - 38.9%

21
Table 4.1.11 What make-up items you like from miniso?

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 NAIL COLOR 22 16.7
AND REMOVER
2 LIPSTICK AND 20 15.3
GLOSS
3 FACE MASK 36 27.5
( READY TO
WEAR AND
COMPRESSED)
4 PERFUMES AND 53 40.5
DEODORANTS

INTERPRETATION :
The study states that, 16.7% like nail color or remover,15.3% lipstick and gloss,
27.5% like face mask and 40.5%respondents like perfumes and deodorants from make
up and self care products.

INFERENCE:
Majority of people like perfumes and deodorants from make up and self care products
in Miniso.- 40.5%

22
Table 4.1.12 What stationary items you like from miniso

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 REGULAR AND 44 33.6
THEMED
STATIOANRY
(PENCIL CASE, PENS
AND COLORING
PENS)
2 REGULAR AND 26 19.8
THEMED BAGS
3 SIPPER AND WATTER 35 26.7
BOTTLE
4 REGULAR AND 26 19.8
THEMED
NOTEBOOK( MEMO,
REMINDERS)

Chart 4.1.12 What stationary items you like from miniso

INTERPRETATION :
The study states that, 33.6% like regular and themed stationary (pencil case, pens
and coloring pens), 19.8% like regular and themed bags and regular and themed
notebook( memo, reminders) and 26.7% sipper and water bottle.

INFERENCE:
Majority of people like regular and themed stationary (pencil case, pens and coloring
pens)- 33.6%

23
Table 4.1.13 What electronics GADGETS items you like from Miniso

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 HEADPHONES 76 58
AND SPEAKER
2 MASSAGE 29 22.1
DEVICE
3 PEN-DRIVE AND 26 19.8
MEMORY
CARDS

Chart 4.1.13 What electronics GADGETS items you like from Miniso

INTERPRETATION :
The study states that, 58% like headphones and speaker, 22.1% like massage device,
19.8% people like pen-drive and memory cards from electronics and gadgets in
miniso.

INFERENCE:
Majority of people like headphones and speaker from electronics and gadgets from
miniso. - 58

24
Table 4.1.14 What themed products of miniso you are familiar with?

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 K-POP 37 28.2
MERCHANDISE
2 BARE BEAR 30 22.9
CARTOON
3 MARVEL 47 35.9
ADVENTURE
FIGURINES
4 ANIME 17 13
MERCHANDISE

Chart 4.1.14 What stationary items you like from miniso

INTERPRETATION :
The study states that, 28.2% k-pop merchandise, 22.9% bare bear cartoon, 35.9%
marvel adventure figurines and 13% like anime merchandise from themed products of
miniso.

INFERENCE:
Majority of people like 35.9% Marvel adventure figurines from themed products in
Miniso.

25
Table 4.1.15 How do you feel, about the price difference and product quality of
miniso and local market products?
S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 GOOD 72 55
PRODUCTS AT
AFFORDABLE
PRICE
2 COSTLY 27 20.6
PRODUCTS BUT
GOOD QUALITY
3 AVERAGE 12 9.2
PRODUCTS AT
CHEAP PRICE
4 CUTE UNIQUE 20 15.3
PRODUCTS

Chart 4.1.15 How do you feel, about the price difference and product quality of
miniso and local market products
INTERPRETATION :
the study states that, 55% feel good products at affordable price, 20.6% feel costly
products but good quality, 9.2% feel average products at cheap price, 15.3% feel cute
unique products about the price difference and product quality of miniso and local
market products.

INFERENCE:
Majority of people feel good products at affordable price bout the price difference and
product quality of miniso and local market products. -55%

26
Table 4.1.16 Do you think, Miniso engages you in Hedonic buying? (buying not so
necessary products on the impulse of the moment)

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 STRONGLY 35 26.7
AGREE
2 AGREE 49 37.4
3 NEUTRAL 36 27.5
4 DISAGREE 7 5.3
5 STRONGLY 4 3.1
DISAGREE

Chart 4.1.16 Do you think, Miniso engages you in Hedonic buying? (buying not so
necessary products on the impulse of the moment

INTERPRETATION :
The study states that, 26.7.4% respondents strongly agrees, 37.4% agrees 27.5 a
state neutral, 5.3% disagree and 3.1% strongly disagree with statement, Miniso
engages you in Hedonic buying.

INFERENCE:
Majority of respondents, 37.4% agrees with the statement, Miniso engages you in
Hedonic buying.

27
Table 4.1.17 How do you feel, about the price difference and product quality of
miniso and local market products?

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 AFFORDABLE 62 47.3
COST
2 ADORABLE/ 34 26
THEME
MERCHANDISED
PRODUCTS
3 PEER 5 3.8
PRESSURE/STATUS
OR FANCY
4 SHOP 30 22.9
ATMOSPHERE .

Chart 4.1.17 How do you feel, about the price difference and product quality of
miniso and local market products

INTERPRETATION :
The study states that, 47.3% state affordable cost, 26% adorable themes
merchandise, 3.8% peer pressure, and shop atmosphere, How do you feel, about the
price difference and product quality of Miniso and local market products.

INFERENCE:
Majority of people state 47.3% affordable cost How do you feel, about the price
difference and product quality of miniso and local market products.

28
Table 4.1.18 When you visit the MINISO site, have you bought/ wish listed items
that you saw immediately?

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 YES, I HAVE 56 42.7
BOUGHT
2 YES I HAVE 38 29
WISHLISTED
3 NO I HAVE NOT 26 19.8
DONE EITHER
4 NO, I HAVE 11 8.4
NEVER VISITED
THE SITE BUT
HAVE GONE TO
STORE

Chart 4.1.18 When you visit the MINISO site, have you bought/ wishlisted items
that you saw immediately

INTERPRETATION :
The study states that, 42.7% states yes, i have bought, yes i have wish listed, no i
have not done either, no, i have never visited the site but have gone to store.

INFERENCE:
Majority of respondents, state yes, i have bough to When you visit the MINISO site,
have you bought/ wish listed items that you saw immediately

29
Table 4.1.19 When you visit the MINISO store, have you bought/ wish listed items
that you saw immediately?

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 YES, I HAVE 50 38.2
BOUGHT
2 SOMETIMES I 50 38.2
HAVE
BOUGHT
3 NO I HAVE NOT 28 21.4
DONE EITHER
4 NO, I HAVE 3 2.3
NEVER VISITED
THE SITE BUT
HAVE GONE TO
SITE

Chart 4.1.19 When you visit the MINISO store, have you bought/ wish-listed items
that you saw immediately

INTERPRETATION :
The study states that, 38.2% yes, i have bought, 38.2% yes i have wish-listed,
21.4% no i have not done either, 2.3% no, i have never visited the site but have gone
to store.

INFERENCE:
Majority of respondents, state yes, i have bough to When you visit the MINISO site,
have you bought/ wish-listed items that you saw immediately

30
Table 4.1.20 How Often have you come across ads from miniso?

S NO NUMBER OF PERCENTAGE
RESPONDENTS

1 VERY OFTEN 28 21.4

2 OFTEN 22 16.4
3 SOMETIMES 58 38.9

4 RARE 30 22.9

Chart 4.1.20 How Often have you come across ads from miniso?

INTERPRETATION :
The study states that, 21.4% saw very often, 16.4.% saw often, 38.9% saw
sometimes, 22.9% rarely seen the ads.

INFERENCE:
Majority of people have seen the miniso ads sometimes.- 38.9%

31
Table 4.1.21 RATE YOUR FAVORITE PRODUCTS FROM MINISO (all from
electronics to beauty and home decor, 1 being lowest and 5 being highest)

S NO NUMBER OF PERCENTAGE
RESPONDENTS
1 1 0 0
2 2 0 0
3 3 30 22.9
4 4 36.6 48
5 5 40.5 53

Chart 4.1.21 RATE YOUR FAVORITE PRODUCTS FROM MINISO (all from
electronics to beauty and home decore, 1 being lowest and 5 being highest)

INTERPRETATION :
The study states that, 22.9% have rated 3, 48$ have rated 4, 53% have rated 5.

INFERENCE:
Majority of people have rated 5- 53%

32
4.2 CHI SQUARE

Table 4.2.1 The significance between PEOPLE FAMILIAR WITH MINISO and
AGE

NULL HYPOTHESIS (H0): There is no significance between people familiar with

miniso and age.
ALTERNATIVE HYPOTHESIS(H1):There is a significance between people
familiar with miniso and age.

Case Processing Summary

Cases
Valid Missing Total
N Percen N Percent N Percent
t
131 100% 0 131 0 100.0%
AGE* HOW MUCH DO YOU SPEND
WHEN VISITING MINISO

VALUE DF ASYMPTONIC
SIGNIFICANCE
(2 SIDED)
PEARSON CHI 11.6353 12 0.475
SQUARE
LIKEHOOD RATIO 14.301 12 0.282
N OF VALID CASES 1.31

INFERENCE: Since the value of p is greater that 0.05 in all the cases of performance
factors , we accept THE ALTERNATIVE HYPOTHESIS. There is significance
between age and PEOPLE FAMILIAR WITH MINISO.

33
4.3 ONE WAY ANOVA
Table 4.3.1: The statistical significant difference between gender and impulsive
buying in miniso

NULL HYPOTHESIS (H0): There is no significance difference between gender and

impulsive buying in miniso

ALTERNATIVE HYPOTHESIS(H1): There is a significance difference between

gender and impulsive buying in miniso

ONE
WAY
ANOVA
Impulsive buying in miniso
Sum of df Mean F Sig.
Squares Square
1 13.409 4 3.252 3.45 .014

2 44.518 50 .890

3 57.927 54
4

INFERENCE: Since the value of p is greater that 0.05 in all the cases of performance
factors , we accept THE ALTERNATIVE HYPOTHESIS. There is significance
between Gender and Impulsive Buying.

34
4.4 ONE SAMPLE T-TEST

The one-sample t-test is a statistical hypothesis test used to determine whether an

unknown population mean is different from a specific value.

NULL HYPOTHESIS (H0): There is no significance between products liking in

beauty and electronics

ALTERNATIVE HYPOTHESIS(H1):There is a significance between products

liking in beauty and electronics

INFERENCE: Since the value of p is that 0.000 in all the cases of performance
factors , we accept THE NULL HYPOTHESIS. There is no significance between
products liking in beauty and electronics

35
 CHAPTER - 5

5.1 FINDINGS

1. The majority of the category was from age category 20-30- 52.7%.
2. Majority of the respondents are from gender category female- 62.6%
3. Majority of the people are from the category 46.6%
4. The majority of the respondents have come across Miniso from social media -
51.9%
5. The majority of the respondents have familiar with 42.7% miniso session at
amazon.
6. The majority of respondents admire miniso for cute and cozy stuff- 46.6%
7. The majority of respondents 35.9% state most advertised product by influencers
are home and life style accessory.
8. The Majority spend less than 500 when they visit miniso store or site- 40.5%
9. The Majority of respondents visit the miniso store occasionally - 58%
10. Majority of people like Glassware from kitchen and home decor products. -
38.9%
11. Majority of people like perfumes and deodorants from make up and self care
products in Miniso.- 40.5%
12. Majority of people like regular and themed stationary (pencil case, pens and
coloring pens)- 33.6%
13. Majority of people like headphones and speaker from electronics and gadgets
from miniso. 58%
14. Majority of people like 35.9% Marvel adventure figurines from themed products
in Miniso.
15. Majority of people feel good products at affordable price bout the price difference
and product quality of miniso and local market products. -55%
16. Majority of respondents, 37.4% agrees with the statement, Miniso engages you in
Hedonic buying.
17. Majority of people state 47.3% affordable cost How do you feel, about the price
difference and product quality of miniso and local market products.
18. Majority of respondents, state yes, i have bough to When you visit the MINISO
site, have you bought/ wish listed items that you saw immediately- 43%

36
19. Majority of respondents, state yes, i have bough to When you visit the MINISO
site, have you bought/ wish-listed items that you saw immediately- 38
20. Majority of people have seen the miniso ads sometimes.- 38.9%
21. Majority of people have rated 5- 53%

5.2 CONCLUSION
It is clearly established through our contemplative analysis that miniso has clearly
establish its market with name and recognition in India. Though this study is not
subjected to entire population of India, the results from descriptive analysis tell us that
the product diversity and smart collaboration choices, Miniso has a brand identity.
Impulsive buying has become a common attribute because of less cost and variety of
products. the brand preaches a tag, " quality lifestyle need not cost fortune" which is
also a practise among miniso designing products.Finally, researchers encourage
MINISO India to develop a marketing strategy of to encourage consumers to make
impulse purchases. We may use promotional activities such as discounts, seasonal
product referrals, and the use of social media as an advertising tool.

37
 REFERENCE

 Abdillah, Willy and Jogiyanto. Partial Least Square (PLS) Alternative Structural
Equation Modeling (SEM) in Business Research. Ed. 1, 2015, Yogyakarta: ANDI

 Hair, Joseph, William C. Black, Barry J. Babin and Rolph E. Anderson.

Multivariate Data Analysis. 2010. United States: Pearson Prentice Hall.

 Hair, JFJr., Hult, GTM, Ringle, CM, & Sarstedt, M. A Primer on Partial Least
Square Structural Equation Modeling (PLS-SEM), 2014, United States of
America: SAGE Publications, Inc. Kindle Edition.

 Mirabi, V., Akbariyah. H., & Tahmasebifard, H. 2015). A Study of Factors Affect
on Customers Purchase Intention: Case study the agencies of Bono
Brand Tile in Tehran. JMEST Journal, 2 (1), 267-273.

 Malhotra, NK. Basic Marketing Research: Integration Of Social Media

International Edition, 2012, United States: Perason Pretince Hall.

 Shamsher, Robaka, Store Image and Its Impact on Consumer Behavior, Elk Asia
Pacific Journal of Marketing and Retail Management Vol 7, Issue 2, 2016, DOI:
10.16962 / Eapjm

 Lestari (2018)- https://craft.co/miniso/metrics

 Kotler and Keller (2009) - https://qz.com/india/1496996/miniso-is-obsessing-
over-indias-thriftySshoppers/
 Kantohe (2014)- http://www.daxueconsulting.com.hk/miniso/
 Sayektiningrum (2015)- https://craft.co/miniso
 (Sudarsono, 2017)- https://www.marketingtochina.com/miniso-success-story-
china/
 (Muthiah et al., 2018)- http://www.daxueconsulting.com.hk/miniso/
 Mandey, Roy Nicholas, Aprindo: Retail Store Closure is Part of Modern
Industrial Transformation.

38
 MINISO ENORSEMENTS- www.metrotvnews.com, 2019.
 Usman, Syakur, Miniso opened an online shop in a leading e-commerce lime,
 www.merdeka.com, 2017.
 Hidayat, Agung, Miniso aggressively added stores in India,
www.industrikontan.co.id, 2017
 Mostafa, RHA & Elseide, RI, Factor affecting consumers' willingness to buy
private label brand (PLBs): applied study on hypermarkets. Spanish
 Journal Marketing- ESIC, 22 (3), 2018, 341-361.
 YEHAN- 2022- https://asia.nikkei.com/Business/Retail/Chinese-retailer-Miniso-
beats-Uniqlo-and-Muji-at-their-game
 https://www.retailnews.asia/miniso-launches-online-store-in-singapore-with-
shopee/
 news-releases/miniso-expands-in-the-us-and-canada-with-numerous-store-
openings-301400045.html
 Marza, Selfia, Idris and Abror, The Influence of Conveniece, Enjoyment,
Perceived Risk, And Trust on The Attitude Toward Online Shopping, Advances
in Economics, Business and Management Research, Vol 64, 2019.

 Najib, Mukhamad & Dharmawan Santoso, Pengaruh Price Consciouness, Value

Consciousness, Quality Variation, Trust dan Private Label Attitude terhadap
Purchase Intention pada produk pangan dengan private label, Jurnal Ilmiah
Manajemen, Vol 6 (2), 2016, 280-29.

39
5/2/22, 1:18 PM MINISO

MINISO
Hello!
Miniso is a japanese/chinese entreprise which offers product range from life style, home
decore to make up and toys. The motive of this study is to understand the popularity of
MINISO in INDIA.

* Required

1. NAME *

2. Age *

Mark only one oval.

Above 18

20-30

31-40

above 40

3. Gender *

Mark only one oval.

MALE

FEMALE

4. Education *

Mark only one oval.

DIPLOMA/ HIGHER SECONDARY

UNDERGRADUTE DEGREE

POST GRADUATE DEGREE

DOCTRATE

https://docs.google.com/forms/d/1ACw3H3SmlGnUBLeCYZFcPYRrVLw3ZHTOO2S9vW-7aoY/edit 1/7
5/2/22, 1:18 PM MINISO

5. Hometown *

6. How did you come across the miniso store? *

Mark only one oval.

Internet promotions

Media (Drama, movie)

Social Media

Themed merchandise

7. Which store of miniso are you familiar with? *

Mark only one oval.

Miniso India Official website

MINISO STORE at your place.

Miniso section @ amazon

Other:

8. How often would you visit the Miniso store? *

Mark only one oval.

Weekly twice

weekly once

monthly once

Occationally

https://docs.google.com/forms/d/1ACw3H3SmlGnUBLeCYZFcPYRrVLw3ZHTOO2S9vW-7aoY/edit 2/7
5/2/22, 1:18 PM MINISO

9. How much do you spend minimum when you visit the miniso store/ site? *

Mark only one oval.

less than 500

less than 999

more than 1000

more than 5000

10. Why do you admire miniso products? *

Mark only one oval.

Cost efficiency

cozy and cute stuff

fancy status

Themed merchandise

11. What products have you seen most advertised by influencers? *

Mark only one oval.

Home accesories and kitchenware

Skin care and make up items

Stationary

Cute soft Plushie and dolls

12. What KITCHENWARE AND HOME DECORE products you like from miniso? *

Mark only one oval.

SPOONS AND SPATULA

CHOPSTICK

TIFFEN BOX SET

GLASSWARE

https://docs.google.com/forms/d/1ACw3H3SmlGnUBLeCYZFcPYRrVLw3ZHTOO2S9vW-7aoY/edit 3/7
5/2/22, 1:18 PM MINISO

13. What MAKE UP products you like from miniso? *

Mark only one oval.

NAIL POLISH and REMOVER

LIPSTICK AND LIP GLOSS

FACE MASK ( WET AND COMPRESSED)

PERFUMES AND DEODRANTS

14. What STATIONARY products you like from miniso? *

Mark only one oval.

REGULAR AND THEMED STATIONARY (MARVEL PENCIL AND POUCHES)

REGULAR AND THEMED BAGS

SIPPER AND WATER BOTTLE

REGULAR AND THEMED NOTEBOOKS

15. What kind of toys you like from miniso? *

Mark only one oval.

PLUSHIES

Dolls and Miniature

MARVEL THEMED DOLLS

Other:

16. what kind of ELECTRONIC GADGETS do you prefer from MINISO most? *

Mark only one oval.

HEADPHONES and SPEAKER

MASSAGER

PENDRIVE AND MEMORY CARDS

Other:

https://docs.google.com/forms/d/1ACw3H3SmlGnUBLeCYZFcPYRrVLw3ZHTOO2S9vW-7aoY/edit 4/7
5/2/22, 1:18 PM MINISO

17. Which themed product of Miniso you are familiar with? *

Mark only one oval.

K-pop merchandise

BARE BEAR cartoon/ pen pen cartoons

Marvel adventure figures

anime merchandise

18. How do you feel, about the price difference and product quality of miniso and *
local market products?

Mark only one oval.

Good products at affordable price

Costly products but good quality

Average products at cheap price

Cute unique products

19. Do you think, Miniso engages you in Hedonic buying? (buying not so *
necessary products on the impulse of the moment)

Mark only one oval.

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

https://docs.google.com/forms/d/1ACw3H3SmlGnUBLeCYZFcPYRrVLw3ZHTOO2S9vW-7aoY/edit 5/7
5/2/22, 1:18 PM MINISO

20. Why do you feel the need to implusive buying while visiting miniso? *

Mark only one oval.

Affordable cost

Shop Atmosphere

Adorable/ Theme merchandised products

Peer pressure/Status or fancy

21. When you visit the MINISO site, have you bought/ wishlisted items that you *
saw immediatly?

Mark only one oval.

yes, i have bought

yes, i have wishlisted

no i haven't bought

no, i have never visited the site but have gone to store

22. When you visit the MINISO store, have you bought/ wishlisted items that you *
saw immediatly?

Mark only one oval.

yes i have

sometimes I have

No i haven't

I never visited the store, only online site.

https://docs.google.com/forms/d/1ACw3H3SmlGnUBLeCYZFcPYRrVLw3ZHTOO2S9vW-7aoY/edit 6/7
5/2/22, 1:18 PM MINISO

23. How Often have you come across ads from miniso? *

Mark only one oval.

very Often

often

sometimes

rare

24. Do you want more departments/ products to be added the nearest miniso *
store?

25. RATE YOUR FAVORITE PRODUCTS FROM MINISO (all from electronics to *
beauty and home decore, 1 being lowest and 5 being highest)
Mark only one oval.

1 2 3 4 5

This content is neither created nor endorsed by Google.

Forms

https://docs.google.com/forms/d/1ACw3H3SmlGnUBLeCYZFcPYRrVLw3ZHTOO2S9vW-7aoY/edit 7/7
 A STUDY ON POPULARITY OF MINISO AND ITS GROWTH
STRATEGY IN INDIA
SWEDA PREETHY R
SCHOOL OF MANAGEMENT STUDIES, SATHYABAMA INSTITUTE OF SCIENCE AND
TECHNOLOGY
CHENNAI, TAMLNADU, INDIA

[email protected]
DR. JOYCE S
ASSISTANT PROFESSOR OF SATHYABAMA INSTTUTE OF SCIENCE AND
TECHNOLOGY
CHENNAI, TAMLNADU, INDIA
[email protected]

ABSTRACT

This study attempts to evaluate the growth and popularity of Miniso in India with
regard to its social media presence and its expanding franchise in India. Spending a
little extravagant or collecting the favorite merchandise, miniso has covered it all.
This home-style retailer store has aced a lot of awards and recognition by keeping the
trend and releasing a new design every two weeks of the youth's favorite themed
merchandise. Miniso promotes a brand philosophy based on amazingly creative cute
products of high quality that are listed with competitive pricing. Miniso also takes its
waste management seriously, which makes them focus on manufacturing products
that are environmentally friendly to its product consumers. This study aims to assess
the popularity of Miniso and its growth strategy in India. The main purpose of this
study is to understand the popularity, success, and growth of the sino/Japanese
lifestyle products retailer miniso.

1.1 INTRODUCTION countries and regions. This includes US,

UK, Canada, Australia, Spain, UAE,
MINISO a Japanese-inspired lifestyle
India, and Mexico. MINISO upholds the
product retailer. They are offering high-
philosophy of quality life and,
quality household goods, cosmetics, and
encourages the brand spirit of
food at economical, cost effective , fair
“respecting consumers”, while
prices. Since 2013 MINISO has set up
dedicating itself to provide customers
business in 4,200 stores around 80

53
with products of “high quality, relevant within the industry. This change
competitive pricing, and creativity”. demands creativity in order to perfect
With a simple yet fashionable high- and develop the current products. The
quality design, most of the products are development of new products will shape
priced really competitively, allowing the future of the company. In strategic
them to get major buy-in from marketing, there are lots of variations
customers. within product development that can be
Customers from all around the world are done by the company.A store’s
attracted to shopping from miniso with atmosphere can determine the image that
regards to certain aspects which the company wants to give to the
includes: Store Aesthetics, Giveaways customers. The diversification of
and contest, products can add more value to the
Unique Collaboration, and creative products that are offered. Customers can
products. With the unprecedented have a different set of choices in buying
prosperity of the world economy, luxury products and can also attract a different
brands from Europe are being blindly set of customers; thus bringing a more
pursued by customers. However, diverse set of customers and an
counterfeit goods are also spread all improvement toward the company’s
over the market which can result in revenue.
people’s two extreme consumption 1.2 AREA OF STUDY
patterns. As a reflection and criticism of THE BRAND PHILOSOPHY
this situation, MINISO was established! MINISO established a new type of
MINISO focuses on the essence of inventive collection store, which has
products, along paying high attention to become the influence in the department
the value of quality and maintaining a stores and shopping malls along with
reasonable balance between life and catering, fast fashion clothing, and
products at the same time. Companies entertainment. It strives to deliver
have many ways to make the business consumers smarter, simpler and cozier
become more competitive and could products so that consumers can
overcome the competition by these ways experience relaxed and happy lifestyles
making certain businesses can when shopping. The brand logo is the
survivable in the competition. image of a shopping bag, which is
Companies do marketing strategies to simple but fashionable. Although
survive the competition and to stay showing the industrial features perfectly,

54
it also emphasizes the concept of BUSINESS OF MINISO AROUND THE
consumption, which is of strong WORLD AD ENTITIES

identification and unforgettable. The 1.3 MOST POWER FUL

COMPETITOR OF MUJI
blend of Logo name and striking
The success of MINISO, even though quite
portfolio is an expression of "smile
large, is still within our expectations
services" to consumers and advocates
because this model both meets the trends of
the "happiness is the best" life attitude.
economic development and the true needs of
The essence of life is the pursuit of consumers. So since the foundation, we
happiness. have foreseen that MINISO will enter into
different markets around the world and be
RETAILER AND INTERNET widely recognized. However, we didn’t
“The rise of the internet is killing predict that it would happen in such short
physical retail,” so goes the popular time—1,800 stores have been opened in the

narrative. That idea certainly has merit world within three years. The reason why
MINISO has a huge success overseas is that
and evidence to back it up—some types
MINISO only achieved the following three
of retailers, such as traditional malls
extremes of the most basic cores and
and shopping centers, have faced huge
essences of retail brand in terms of both
challenges. But perhaps it would be
online and offline. MINISO’s in-house
more correct to say that it is forcing design team gathered many talented
change. Another truism that has become Norwegian designers. The products
popular in recent years states, more or encompass modern and trendy design, what
less, that the presence of constraints, as is known in China as the combination of
proposed to complete freedom, often “Japanese style” and “Scandinavian style”
better stimulates creativity and leads to ( 北 欧 风 格 ), which are both defined by

better end results. This seems to be the simplicity and minimalism. This design is

case with the variety retailer MINISO. also combined with good quality.

55
THE LOGO RESEMBLENCE OF MUJI  To Identify, if Miniso implements
AND MINISO hedonic buying.
1.4 MINISO MARKETING
STRATEGY REVIEW OF LITRATURE
Hudya(2018) have carried out a study to
1.4.1 FREQUENT PRODUCT
understand the effect of visual
LAUNCHES
merchandising, store atmosphere, and
Firstly, one of MINISO’s marketing
price on impulse buying at Miniso Store
strategies in China, is it launches new
in Indonesia.
products once every week to bring
consumers to the shop frequently.The
Lestari (2018), store atmosphere has a
target market of MISINO is 18-28 year
significant influence on customer
old.
satisfaction. Means that providing a
1.4.2 SMART COLLAORATION
good atmosphere also one of the strategy
CHOICES
to pursue customer satisfaction as
MINISO does not only take action to
Research.
frequently launch new products, but also
collaborates with many brands with
Sayektiningrum (2015), product
high-awareness such as Hello Kitty, The
diversity has a significant influence on
Pink Panther, MARVEL and KAKAO
customer satisfaction. It means,the
FRIENDS. This co-branding strategy
company needs to make product
leverages the IP which Gen Z loves and
diversity as one of their strategy in order
provides them the unique and original
to pursue customer satisfaction.
design of products. The retailer
understands the interests and behaviors
(Kantohe, 2014) Atmosphere created by
of Gen Z and responds efficiently.
a combination of elements of store/outlet
1.5 OBJECTIVE OF THE STUDY
design, store planning, visual
 To study the popularity of Miniso communication, and merchandising.
and its growth in India. KEIL 2017, Miniso started operations in
 To understand the brand profile and India with a total of 26 stores, out of
its philosophy. which 21 in Delhi region and 3 in
 To analyze the marketing strategies Mumbai, 2 in Lucknow and 1 in
with its franchise in India Bangalore. The company plans to

56
expand business in India by increasing CHI-SQUARE:
its footprint across the country. A chi-square test is a statistical test used
to compare observed results with
RESEARCH METHODOLOGY expected results. The purpose of this test
is to determine if a difference between
Descriptive research has been used, it
observed data and expected data is due
involves survey and fact-finding
to chance, or if it is due to a relationship
enquiries if different kinds, the purpose
between the variables you are studying.
of descriptive research are the
ONEWAY ANOVA:
descriptive of state of affairs, as it exists
One-way analysis of variance is a
at present. Questionnaire method have
technique that can be used to compare
been used as a tool for a data collection
whether two samples mean are
in this research. The secondary data for
significantly different or not.
the study was collected from book,
ONE SAMPLE T-TEST:
company websites, magazines and other
The one-sample t-test is a statistical
sources.
hypothesis test used to determine
Sample size : 153
whether an unknown population mean is
A pilot study was undertaken with an
different from a specific value.
objective to evaluate the tools prepared
IV DATA ANALYSIS AND
for the study and to find whether they
INTREPRETATION
are providing the information required.
A duration of the study is from August
4.1 PERCENTAGE ANALYSIS
2021 to November 2021. Location of the
study is India and above 18 age group
SNO AGE NUMBER OF PERCENTAGE
people were targeted.
RESPONDANCE
1 ABOVE 9 6.9
TYPE OF QUESTIONS:
18
2 20-30 69 52.7
• Linear scaling question
3 31-40 17 9.2
• Multiple choice questions
4 ABOVE 36 31.2
• Agreeability scale.
40
Table 4.1.1 Age of the respondents

57
 Chart 4.1.2 gender of the respondents

INTERPRETATION:
CHART 4.1.1 Age of the respondents
37.4% Of the people are male
respondents. 62.6% are female
INTERPRETATION: respondents.
The table interpreters that 6.9% of the INFERENCE:
respondents are above 18. 52.7% are Majority of the respondents are from
gender category female- 62.6%
from the category age 20-30. 9.2%
people are from 31-40 age category.
Table 4.1.3 Education of the respondents
31.2% people belong to the age group
S EDUCATIO NUMBER OF PERCENTA
above 40. N N RESPONDEN GE
INEFRENCE: O TS
1 DIPLOM/ 14 10.7
The majority of the category was from HIGH
SCHOOL
age category 20-30- 52.7%. 2 UNDER 61 46.6
Table 4.1.2 Gender of the respondents GRATUATE
3 POST 49 37.4
GRADUATE
4 DOCTORAT 7 5.3
S GEND NUMBER PERCEN E
N ER OF TAGE
O RESPOND
ENTS
1 MAL 49 37.4
E
2 FEM 82 62.6
ALE

Chart 4.1.3 Education of the respondents

58
 INTERPRETATION: INTERPRETATION
32.8% Admire miniso for cost
10.7% of the respondents are from efficiency, 46.6% for cozy and cute stuff,
education background of high school/ 3.7% fancy status and 6.9 admire
diploma. 46.6% of the respondents are miniso for themed merchandise
Undergraduates, 37.4% are Post
graduate and Doctorate are 5.3% INFERENCE
The majority of respondents admire
INFERENCE: miniso for cute and cozy stuff- 46.6%
Majority of the people are from the
category 46.6%
Table:4.1.6 Why do you admire Miniso :
S NUMBER OF PERC Table 4.1.7 What Miniso have you
RESPONDENT ENTA seen most advertised by influencer?
N S GE
O S NUMBER OF PERCEN
NO RESPONDENTS TAGE
1 COST 43 32.8
EFFICIENCY
1 HOME 47 35.9
ACCESSORIES

2 COZY AND 61 46.6 2 SKINCARE 36 27.5

CUTE STUFF AND MAKE
UP ITEMS

3 FANCY 18 3.7
STATUS
3 STATIONARY 25 19.1

4 CUTE SOFT 23 17.5

4 THEMED 9 6.9
PLUSHIE,
MERCHANDIS
DOLLS
E

Chart- 4.1.6 why do you admire miniso

products

Chart 4.1.7 what miniso products have you

seen most advertised by influencers

59
 .

INTREPRETATION
The products most advertised by
influencers according to respondents are,
35.9% state home accessories, 27.5%
state skincare and makeup items, 19.1%
state stationary and 17.5 states cute soft
plushie.

INFERANCE
35.9% Respondents state most
advertised product by influencers are Chart 4.1.8 how much do you spend
home and life style accessory. when visiting Miniso

INTERPRETATION
Table 4.1.8 How much do you spend
when you visit the miniso store/ site?
The study states that,40.5% spend less
S NUMBER PERCENT than 500, 27.5% spend less than 999,
N OF AGE 26% spend more than 1000 and 6.1%
O RESPOND spend more than 5000 when they visit
ENTS miniso store/ site.
1 LES 53 40.5
S INFERENCE
THA Majority spend less than 500 when they
N visit miniso store or site- 40.5%
500
2 LES 36 27.5 4.2 CHI SQUARE
S
THA
N Case summary
999
3 MO 34 26 Case
RE
THA Valid Missi Total
N ng
1000 N Perc N Perc N Perc
4 MO 8 6.1 en ent ent
RE t
THA 1 100 0 131 0 100.0
AGE* HOW MUCH
N 3 % %
DO YOU SPEND 1
5000 WHEN VISITING
MINISO

Table 4.2.1 The significance between

PEOPLE FAMILIAR WITH
MINISO and AGE

60
 ALTERNATIVE HYPOTHESIS(H1):
NULL HYPOTHESIS (H0): There is
There is a significance difference
no significance between people familiar
with miniso and age. between gender and implusive
ALTERNATIVE
HYPOTHESIS(H1):There is a buying in miniso
significance between people familiar
with miniso and age ONE WAY
ANOVA
DF ASYMPT Impulsive buying in miniso
VALUE ONIC
SIGNIFI Su d M F Sig
CANCE m f ea .
(2 of n
SIDED) Sq Sq
PEARSON 11.635 3
12 0.475 uar ua
CHI es re
SQUARE
1 13.409 4 3.252 3. .0
LIKEHOOD 14.301 12 0.282 45 14
RATIO 2 44.518 50 .890
N OF 1.31
VALID 3 57.927 54
CASES 4

INFERENCE: Since the value of p is INFERENCE: Since the value of p is

greater that 0.05 in all the cases of greater that 0.05 in all the cases of
performance factors , we accept THE performance factors , we accept THE
ALTERNATIVE HYPOTHESIS. There ALTERNATIVE HYPOTHESIS. There
is significance between age and is significance between Gender and
PEOPLE FAMILIAR WITH MINISO. Impulsive Buying.

4.3 One way ANOVA 4.4 ONE SAMPLE T-TEST

Table 4.3.1: The statistical The one-sample t-test is a statistical
significant difference between
gender and impulsive buying in hypothesis test used to determine
miniso whether an unknown population mean is
NULL HYPOTHESIS (H0): There is different from a specific value.
no significance difference between NULL HYPOTHESIS (H0): There is
no significance between products liking
gender and implusive buying in in beauty and electronics
miniso

61
ALTERNATIVE 7. The majority of respondents 35.9%
HYPOTHESIS(H1):There is a
state most advertised product by
significance between products liking in
beauty and electronics influencers are home and life style
accessory.
8. The Majority spend less than 500
when they visit miniso store or site-
40.5%
9. The Majority of respondents visit
the miniso store occasionally - 58%
INFERENCE: Since the value of p is
that 0.000 in all the cases of 10. Majority of people like Glassware
performance factors , we accept THE from kitchen and home decor
NULL HYPOTHESIS. There is no
significance between products liking in products. - 38.9%
beauty and electronics 11. Majority of people like perfumes
and deodorants from make up and
self care products in Miniso.- 40.5%
CHAPTER - 5
12. Majority of people like regular and
5.1 FINDINGS themed stationary (pencil case, pens
1. The majority of the category was and coloring pens)- 33.6%
from age category 20-30- 52.7%. 13. Majority of people like headphones
2. Majority of the respondents are and speaker from electronics and
from gender category female- gadgets from miniso. 58%
62.6% 14. Majority of people like 35.9%
3. Majority of the people are from the Marvel adventure figurines from
category 46.6% themed products in Miniso.
4. The majority of the respondents 15. Majority of people feel good
have come across Miniso from products at affordable price bout the
social media -51.9% price difference and product quality
5. The majority of the respondents of miniso and local market products.
have familiar with 42.7% miniso -55%
session at amazon. 16. Majority of respondents, 37.4%
6. The majority of respondents admire agrees with the statement, Miniso
miniso for cute and cozy stuff- engages you in Hedonic buying.
46.6% 17. Majority of people state 47.3%
affordable cost How do you feel,

62
 about the price difference and clearly establish its market with name
product quality of miniso and local and recognition in India. Though this
market products. study is not subjected to entire
18. Majority of respondents, state yes, i population of India, the results from
have bough to When you visit the descriptive analysis tell us that the
MINISO site, have you product diversity and smart
bought/wishlisted items that you collaboration choices, Miniso has a
saw immediately- 43% brand identity. Impulsive buying has
19. Majority of respondents, state yes, i become a common attribute because of
have bough to When you visit the less cost and variety of products. the
MINISO site, have you bought/ brand preaches a tag, " quality lifestyle
wishlisted items that you saw need not cost fortune" which is also a
immediately- 38 practise among miniso designing
20. Majority of people have seen the products.Finally, researchers encourage
miniso ads sometimes.- 38.9% MINISO India to develop a marketing
21. Majority of people have rated 5- strategy of to encourage consumers to
53% make impulse purchases. We may use
promotional activities such as discounts,
5.2 CONCLUSION
seasonal product referrals, and the use of
It is clearly established through our
social media as an advertising tool.
contemplative analysis that miniso has

REFERENCE

 https://qz.com/india/1496996/miniso-is-obsessing-over-indias-thriftySshoppers/
 http://www.daxueconsulting.com.hk/miniso/
 https://craft.co/miniso
 https://www.marketingtochina.com/miniso-success-story-china/
 https://craft.co/miniso/metrics
 http://www.daxueconsulting.com.hk/miniso/
 Marza, Selfia, Idris and Abror, The Influence of Conveniece, Enjoyment,
Perceived Risk, And Trust on The Attitude Toward Online Shopping, Advances
in Economics, Business and Management Research, Vol 64, 2019.

63
 Najib, Mukhamad & Dharmawan Santoso, Pengaruh Price Consciouness, Value
Consciousness, Quality Variation, Trust dan Private Label Attitude terhadap
Purchase Intention pada produk pangan dengan private label, Jurnal Ilmiah
Manajemen, Vol 6 (2), 2016, 280-29.

64
 ANNEXURE III

Summary
Highly determined and self started student currently pursuing my MBA in HR and marketing.
Having an outstanding academic record along with good written and oral communication skills,
I believe my enthusiasm, competency and interest would make me an asset to your team.

Education
Sathyabama Institute of Science and Technology
MBA (HR and Marketing)

Kalasalingam University of Science and Technology

B.tech (2016-2020)

QUALIFICATION & YEAR OF INSTITUTION % OF MARKS OBTAINED

PASSING OR CGPA
MBA (HR AND FINANCE)- SATHYABAMA INSTITUTE 8.9
2022 OF SCIENCE AND
TECHNOLOGY
B.TECH CSE (2016-2020) KALASALINGAM 6.8
UNIVERSITY OF SCIENCE
AND TECHNOLOGY
HSSLC -2016 ST JOSEPH OF CLUNY 68%
MHSS
SSLC -2014 ST JOSEPH OF CLUNY 86%
MHSS

Academic Achievements
 Mini-project Customer experience on usage of UPI APPS
A customer satisfaction project to understand the opinion on
various UPIApps

 A Study on Impact of Customized Marketing on Small Business.

A Study to identify the extend of personalized marketing be
favorable to smallbusiness.

 Presented a paper titled “A Smart Attendance Automation

And MoniteringSystem Enhanced Using Facial
Recognition Techniques” In International Conference On
“Applied Soft Computing Techniques (Icasct’18)”.
Other Activities
 Volunteer and organizer for seminars, workshop and cultural meets-department
of management studies - Sathyabama University
 BEC – CAMBRIDGE UNIVERSITY qualified with score of155(level b1).
 Student body vice president- ACM –KARE
 Event Organizer, PR, Treasurer- Photography club, KARE
 Content Creator, Editor - College magazine