Scarcity Marketing: The Role of Consumer Behavior in the Rise of the “Anik-Anik” Trend of Pop Mart’s Collectible Blind Box Figurines

Abstract

This study analyzes the effect of scarcity marketing in the rise of the “Anik-Anik” trend through consumer behavior toward Pop Mart’s collectible blind box figurines. The researchers utilized a mixed-method approach through a semi-structured survey, in which data were collected from 100 active pop mart buyers in Marikina City, particularly senior high school and college students. The quantitative data revealed that while some consumers were neutral, the overall mean score indicates that scarcity marketing has significantly affected their purchasing behavior which resulted in the “Anik-Anik” trend. The qualitative findings further support and justify the results in quantitative data where responses show significant reactions and expressions through self-identity and culture. Results show that scarcity marketing significantly affects the rise of the “Anik-Anik” trend by triggering consumer behavior, particularly through psychological and behavioral responses: FOMO, impulsivity, overconsumption, hoarding, word of mouth, and social media trends. Lastly, the researchers of this study recommend responsible marketing, especially to Gen Z, broaden the scope of the study, particularly its respondents, and conduct the study on a longer time frame to thoroughly analyze the effect of scarcity marketing on consumer behavior over a long time.