Comportamento e decisão de compra de consumidores fãs da cultura korean-pop no estado do Rio Grande do Norte

Abstract

The South Korean cultural industry has been expanding across the globe, the “Wave Hallyu” (Korean wave, in English) includes electronic games, music, dance, cosmetics, soap operas and films, promoting the economic and cultural sector of the country. Since this is a new rising industry, it is important to analyze it from the marketing perspective. In this sense, the present work proposes to investigate the behavior and purchase decision of consumers who are fans of Korean-pop culture in the state of Rio Grande do Norte, in addition to identifying their sociodemographic profile. The data was obtained by a probabilistic sample that answered a questionnaire directed to the followers of the Instagram profile Fun Kpop (@FunKpop). This instrument was applied to 194 people, sample for convenience, through Google Forms. After the results were analyzed, it was found that the public is mostly young women belonging to the generation Z. It is inferred from the results that the main motivating aspects in the purchase process are the price, the variety and quality of the products. In addition to that, the internet holds an important role: influencing all the stages from the process of the purchase decision for providing convenience, security, diversification of prices and information. Also, the main influencing factors are in the personal, social, and cultural categories.