Title: A Study of the Influencing Factors of New Style Tea Marketing – A Case Study of Hey-Tea
Author: Shi Guoyin
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: นำเสนอในที่ประชุมวิชาการ (Conference) The 14th National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November 2021 (pp.1086-1097) Click PDF
Abstract
Marketing has an important influence on new tea beverage enterprises. Taking Hey-Tea as an a case of study, this study explored the influencing factors of its marketing and their relationship. The three research objectives of this study were: 1) To examine the influence of product quality on consumer purchasing intention; 2) To examine the influence of publicity methods on consumer purchasing intention; 3) To examine the influence of brand image on consumer purchasing intention.
This study adopted the quantitative analysis method. Through a questionnaire survey, 190 questionnaires were successfully collected from consumers. Based on these data, the following conclusions have practical guiding significance: 1) Product quality influences consumer purchasing intention; 2) Publicity methods influence consumer purchasing intention; 3) Brand image influences consumer purchasing intention. Hey-Tea should further optimize the product quality, strengthen the selection of raw materials and production technology, and ensure the product safety and consistency of taste. At the same time, publicity methods should make full use of social media and online and offline activities to enhance brand influence. In addition, Hey-Tea should continue to build a unique brand image and enhance consumer recognition and loyalty to consolidate its market position and achieve sustainable development.
Keywords: Hey-Tea, new style tea drink, marketing
6317195028, Shi Guoyin, Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), A Study of the Influencing Factors of New Style Tea Marketing – A Case Study of Hey-Tea, นำเสนอในที่ประชุมวิชาการ (Conference), The 14th National and International Academic Conference, Online Conference, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
