| Abstract | This research investigated the market potential for character licensing in Lao PDR and
identified customers' perceptions towards specified character designs. A face-to-face personal
interview survey was conducted around the stores in Vientiane City and district vicinities.
More than 100 people were interviewed through both individual and group interviews and, at
the same time, the questionnaires were filled in by the author himself.
The sample was selected on the convenience basis and comprised one hundred people, of
which 60 percent were male. Most of the interviewees were young people. About three-fourth
were 26 years old or less. The rest were 27 and above in age.
Based on the survey data, it was found that the most popular licensed character should look
modest. Cute characters were the next most popular licensed ones, followed by fashionable.
Aggressive characters were the least popular. A large number of respondents in the sample
generally preferred foreign licensed characters.
The data revealed that together with price, quality belonged to the top two attributes on the
scale given. Attractiveness was the next top attribute after price and quality. Variety scored at
the neutral point on the scale, while experience - very near to the "not-important" point.
Country of origin and brand were among the bottom two choice criteria.
Both working respondents and 27-and-over-year-old people, especially men were slightly
more experience-conscious than not working and young women. Working people aged 27 and
above, were more concerned about country of origin and slightly more brand-conscious than
not working ones. In contrary, not working people, especially women were more concerned
about variety than not working ones. Women were more attractiveness-concerned than men.
T-shirts are recommended to be suitable products for character licensing business as such
products can be made locally. Manufacturers should associate Beer Lao characters with sport
events as Lao like sport very much. Apart from T-shirts, another product categories, such as
hats, neckties and sport shorts featuring characters should also available for sales in retail
shops. At he same time, they should focus on the quality of their products to be more
competitive than imported ones. In terms of price, the manufacturers should offer flexible and
competitive price, for example offering volume discount for customers ordering in a large
quantity. |