Exploring Thai consumer insights in the Gunpla model market

Name: Tanakorn Chinpaisal.

Organization : Shine international shipping & logistic company limited

Name: Chaiyasak Chaipunha.

Organization : Shine international shipping & logistic company limited

Name: Achareeya Robkit.

Organization : King Mongkut’s University of Technology North Bangkok. International College

Email : achareeya.r@ic.kmutnb.ac.th

keyword: Consumer culture theory.

LCSH: Models (Clay, plaster, etc.) -- Collectors and collecting.

; Gundam models.

LCSH: Consumer behavior -- Thailand.

LCSH: Hobbies -- Social aspects.

Abstract: Gundam Plastic models, known as “Gunpla,” are popular model kits inspired by characters from the Japanese animation series Mobile Suit Gundam. Over the past four decades, Gunpla has evolved from simple plastic toys into highly sought-after collectibles, gaining popularity among enthusiasts worldwide, including in Thailand. Drawing on Consumer Culture Theory (CCT), this research explores Thai customer’s insight in order to understand factors influencing their purchase decision, attitude towards current business model employed by sellers, and potential business expansion or direction of Gunpla model market. Through semi-structured interviews with 11participants, this qualitative study investigates key factors influencing collectors, such as emotional connections to the Gundam anime series, preferences for specific model designs and scales, and customization activities post-purchase. Research Findings reveal that most participants favor the MG (1/100) scale for its balance of size and detail, while purchasing is influenced by convenience, with most collectors opting for independent retailers or online platforms over official stores. The study also highlights dissatisfaction with reselling practices due to price markups, which is seen as exploitative by genuine collectors. Customization activities, including painting and modifying models, are popular among collectors, further enhancing their emotional investment in the hobby. Insights from this research can inform marketing strategies for retailers by emphasizing customer engagement, community-building efforts, and addressing issues related to reselling.

Address: BANGKOK

Email: library@kmutnb.ac.th

Created: 2567

Modified: 2026-01-07

Issued: 2569-01-06

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BibliograpyCitation : วารสารพัฒนาธุรกิจและอุตสาหกรรม. ปีที่ 4, ฉบับที่ 3 (ก.ย.-ธ.ค. 67), หน้า 129-144.

eng

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