AN ANALYSIS OF CONSUMER BEHAVIOUR AND PERCEPTION IN THE MUSICAL INSTRUMENT MARKET OF MACAO

In recent years, the development of the music industry has become increasingly vigorous in Macao, and demand for Musical Instruments among citizens has also risen accordingly. However, after the pandemic, people's consumption patterns have changed, and the popularization of online shopping has led related industries to formulate relevant strategies to confront and adapt to these challenges and situations. This research applies the qualitative research method to understand Macao residents' perception and consumer behaviour. Through twenty semi-structured in-depth interviews with diverse demographic Macao citizens, respondents are invited to answer open- ended questions and share their relevant experiences and thoughts. The result shows that the instruments played, music genre, skill level, emotional attachment, and barriers impact instrument consumption more. Moreover, the most concerning criteria in acquiring musical instruments are price, tone, and playability. These findings allow instrument sellers to define their group of target customers better and provide information for strategic marketing for better performance."