A Consumer Behavior Analysis Of Tae-brand In Chinese Market

Jinmei Shen, Chai Ching Tan


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.

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