A Consumer Behavior Analysis Of Tae-brand In Chinese Market

Jinmei Shen, Chai Ching Tan

Abstract


Yunan’s Pu’er tea has a very long history in China, partly due to the unique geographical climate, unique big leaf species tea and the world-famous “tea ma gu dao” which makes the contemporary pu’er tea. This study explores how customers of Tae brand perceive and react to their products and services, and thus can use the finding to suggest a structured consumer-oriented strategy for the tea markets in China. Tae brand is widely recognized in China for the supply of quality pu’er tea which is the focus of this research. The present study develops a conceptual framework which adapts the “general” and “specific” domains of stimuli in the study of consumer behavior and brand perceptions, being motivated towards a more holistic view. The “general” domain studies the roles played by tea-consumption benefits and consumer decision-making styles. By “specific”, this research focuses on both marketing and brand stimulus factors. Samples were drawn conveniently from customers who have had purchased Tae brand. Structural equation modeling (SEM) is used for the multivariate statistical analysis.


Full Text:

PDF

References


Euromonitor (2018). Tea in China. Retrieved from https://www.euromonitor.com/tea-inchina/report.

Goi, M.T., Kalidas, V. and Zeeshan, M. (2014). “Comparison of stimulus-organism-response framework between international and local retailer.” Procedia – Social and Behavioral Sciences, 130, 461-468.

Hair, J.F.H., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. (2006). Multivariate data analysis. Pearson Educational International, USA.

Han, H., Nguyen, H.N., Song, H., Chua, B.L., Lee, S. and Kim, W. (2018). “Drivers of brand loyalty in the chain coffee shop industry.” International Journal of Hospitality Management, 72, 86-97.

Hill, G. (2001). A level psychology through diagrams. Oxford University Press.

Huang, Y., Choe, Y., Lee, S., Wang, E., Wu, E. and Wang, L. (2018). “Drinking tea improves the performance of divergent creativity.” Food Quality and Preference, 66, 29-35.

Kang, J., Tang, L. and Fiore, A.M. (2014). “Enhancing consumer-brand relationships on restaurant Facebook fan pages”. International Journal of Hospitality Management, 36, 145-155.

Mehrabian, A. and Russell, J.A. (1974). An approach to environmental psychology. MIT Press, Cambridge.

Prakash, G., Singh, P.K. and Yadav, R. (2018). “Application of consumer style inventory (CSI) to predict young Indian consumer’s intention to purchase organic food products.” Food Quality and Preferences, 68, 90-97.

Sproles, G.B. and Kendall, E.L. (1986). “A methodology for profiling consumers’ decision-making styles.” The Journal of Consumer Affairs, 20(2), 267-279.

Tan, C.C. (2018). “Giving strategic management an epistemological structure: A case of community-based tourism.” National Academy of Managerial Staff of Culture and Arts Herald, 1, 723-733.

Tan, C.C., Sitikarn, B., Anomasiri, S. and Pathan, A. (2018). “A social and cybernetic psychological model for the social entrepreneurship-driven community-based tourism (CBT) development in Chiang Rai, Thailand.” International Journal of the Science and Innovative Technology, 1(1), 44-61.

Tang, Z., Warkentin, M. and Wu, L. (2019). “Understanding employees’ energy saving behavior from the perspective of stimulus-organism-responses.” Resources, Conservation & Recycling, 140, 216-223.

Vieira, V.A. (2013). “Stimulus-organism-response framework: A meta-analytic review in the store environment.” Journal of Business Research, 66, 1420-1426.


Refbacks

  • There are currently no refbacks.