With time we have started seeing a significant change in the buying behaviour of Nepalese.

It

wasn’t long before when people used to buy their essentials from nearby grocery stores. Call it

modernization, westernization or convenience, today Nepalese consumers are attracted more

towards shopping malls and convenient stores. Today going to such stores/malls is not just about

buying essentials but also an opportunity to cherish a good shopping experience. For this reason,

we have seen a rapid increase in supermarkets and departmental stores like Bhatbhateni,

BigMart, Salesberry, etc. over the last decade. Also, international chains like Miniso, Saleways

etc. have successfully entered and sustained in Nepali business environment.

Miniso is a Japanese designer brand name that got very familiar in the Nepalese market in a very

short period of time. It entered into Nepalese market in 2016 and within a short span of time, has

extended its outlets in 11 different places. You can find over 3200 products of various ranges

including toys, technologies, beauty products to daily life essentials that are not just products but

a part of the identity of consumers in the Miniso stores.

A popular destination for Nepalese consumers, Miniso not only sells the products like a regular

retailer but portrays itself as a different shopping experience that resonates with the lifestyle of

the buyer. Through this research, we have tried to find out why people are turning to Miniso for

purchasing products. We wanted to find out what kind of people having what kind of personality

and lifestyle are motivated to buy Miniso brand’s products. The rapid expansion of Miniso stores

all over the valley and outside can definitely be credited to its rise in popularity and surge in

demand.

1.2. Problem Statement

Miniso doesn’t sell ‘necessity’ or ‘essential’ products. Rather they sell other kinds of lifestyle

products with premium pricing. Regardless of this fact, customers are attracted to the brand and
the number of stores in the country is rapidly expanding. Time and again, many failure stories of

brands that couldn’t offer competitive prices have perished. This doesn’t seem to apply to Miniso

as people prefer buying its products despite it being expensive.

1.3. Research Question

What are the factors that contributed to the rapid growth of Miniso stores in Nepal?

1.4. Research Objective

To identify the factors that supported the growth of Miniso stores in Nepal, from the perspective

of consumer behaviour.