The Influence of Marketing Mix 7Ps, Health Consciousness and Social Media on Consumer Purchase Intention at HEYTEA Physical Stores

Wenwen Li, Surachai Traiwannakij, Kowin Viwathpongpan

Abstract


In recent years, the Chinese-style modern tea shop business has prevailed in China, and its secret of success, especially in consumer behavior and business innovation, deserves further study. Nowadays, two prevailing societal trends may affect the modern Chinese tea shop business, including social media and health consciousness. The research domain is HEYTEA, the No.1 brand within its field and famous for its marketing strategies and innovation. This study aims to analyze the impact of identified factors on consumer purchase intention at HEYTEA physical stores, focusing on the influence of marketing mix 7Ps, health consciousness, and social media. Self-completion online questionnaires were distributed to those who live in the 12 selected cities of China. Data obtained are analyzed using advanced and modern statistical programs focusing on descriptive and inferential statistics. The findings indicate that differences in Gender and Age generate differences in Consumer Purchase Intention, and differences in age and living in a city generate differences in Purchase Intention, with evidence by Two-Way ANOVA. Differences in Gender, Age, and Net Income per Month generate differences in Consumer Purchase Intention with evidence by Three-Way ANOVA. The Multiple Semi Log-Linear Regression Analysis found that all aspects of Marketing Mix 7Ps, Health Consciousness, and Social Media influence consumer purchase intention towards HEYTEA’s drinks at its physical stores. This study provides practical implications for HEYTEA brand management and modern Chinese-style tea shop management.


Keywords


Health Consciousness, Social Media, Marketing Mix7Ps, Purchase Intention, HEYTEA

Full Text:

PDF

References


Abzari, M., Ghassemi, R. A., & Vosta, L. N. (2014). Analyzing the effect of social media on brand attitude and purchase intention: The case of Iran Khodro Company. Procedia-Social and Behavioral Sciences, 143, 822-826.

Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, New Jersey: Prentiss-Hall. In: Inc.

Ashraf, M. A. (2020). Demographic factors, compensation, job satisfaction and organizational commitment in private university: an SEM analysis. Journal of Global Responsibility, 11(4), 407-436.

Arora, A., Rani, N., Devi, C., & Gupta, S. (2021). Factors affecting consumer purchase intentions of organic food through fuzzy AHP. International Journal of Quality & Reliability Management.

Baker, M. T., Lu, P., Parrella, J. A., & Leggette, H. R. (2022). Consumer acceptance toward functional foods: A scoping review—International Journal of Environmental Research and Public Health, 19(3), 1217.

Chen, J., & Lobo, A. (2012). Organic food products in China: determinants of consumers’ purchase intentions. The International Review of Retail, Distribution and Consumer Research, 22(3), 293-314.

Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of business research, 122, 608-620.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307-319.

Filieri, R., & Xu, Y. (2022). The New-Style Tea in China: The Marketing Strategy of HEYTEA. SAGE Publications: SAGE Business Cases Originals.

Ghosh, A. (1990). Retail Management Dryden Press. Fort Worth: Chicago, IL, USA.

Gogoi, B. (2013). Study of antecedents of purchase intention and its effect on brand loyalty of private label brand of apparel. International Journal of Sales & Marketing, 3(2), 73-86.

Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name, and price discounts on consumers' evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.

Harrington, R. J., Ottenbacher, M. C., & Fauser, S. (2017). QSR brand value: Marketing mix dimensions among McDonald’s, KFC, Burger King, Subway and Starbucks. International Journal of Contemporary Hospitality Management, 29(1), 551-570.

Hussain, R., & Ali, M. (2015). Effect of store atmosphere on consumer purchase intention. International Journal of Marketing Studies, 7(2).

John, A. H., & Jagdish, N. (1969). The theory of buyer behavior. New York, Willey.

Koojaroenprasit, S. (2018). Services Marketing Mix of Starbucks Coffee in Bangkok, Thailand. Asian Social Science, 14(9), 107-107.

Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.

Lazaroiu, G., Andronie, M., Uţă, C., & Hurloiu, I. (2019). Trust management in organic agriculture: sustainable consumption behavior, environmentally conscious purchase intention, and healthy food choices. Frontiers in Public Health, 7, 340.

Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian journal of business research, 7(2), 19-36.

Morwitz, V. (2014). Consumers' purchase intentions and their behavior. Foundations and Trends® in Marketing, 7(3), 181-230.

Pütter, M. (2017). The impact of social media on consumer buying intention. Marketing, 3(1), 7-13.

Shah, S. S. H., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K. (2012). The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4(2), 105-110.

Shi, W., Yang, C., & Yu, P. (2021, December). Brand New Milk Tea Market: Chinese Milk Tea Development and Brand Analysis. In 2021, the 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) (pp. 2639-2647). Atlantis Press.

Tomalieh, E. F. (2016). The impact of events sponsorship on attendee’s purchase intention: The mediating role of brand image. International Journal of Business and Management, 11(8), 162.

Yang, H., Chen, N., & Chen, Z. (2021). Strategic Analysis of Marketing Practices of HEYTEA:--How HEYTEA can Sustain its Competitive Advantages. BCP Business & Management, 15, 157-163.

Yogesh, F., & Yesha, M. (2014). Effect of social media on purchase decision. Pacific Business Review International, 6(11), 45-51.

Zhu, Z., & Zhou, X. (2021, December). Analysis of the Marketing Strategy of Instagrammable Store in the New Media Environment. In 2021, the 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) (pp. 2505-2512). Atlantis Press.




DOI: https://doi.org/10.26905/icgss.v8i1.12607

Refbacks

  • There are currently no refbacks.