Do you like collect something? What kind of collecting behavior when you get collectable premiums? In Taiwan, the seven-11 chain introduced a series of magnet printed Hello Kitty as the premium. A battery magnet includes thirty one patterns. You will get one when expend over NTD 77. This promotion was very successful. Everyone was crazy to collect the Hello Kitty magnet. Why they can??t resist this charming hook? We generalize the symbolic meaning of collecting premiums and customer value to find out the factors that attract consumer to collect.

This study adopts questionnaire as the study method. We use SPPS software to access factor analysis and Two-way ANOVA to get the data of the symbolic meaning and the customer value. Then we use One-way ANOVA to examine the influence between the demography and collecting behavior. By the factor analysis, it identifies four common factors from the symbolic meaning of collectable premiums and three common factors from the customer value.

In this survey, we find out an interesting thing. Although this kind of premium usually attracts female population, in order to get more magnets, they tend to seek males?? assist. Females collect Hello Kitty for themselves, but males collect Hello Kitty for females. So, this feminize premium can round up all customers.