Factors Influencing Consumer^s Brand Loyalty for Chinese Tea Drink in Bangkok, Thailand Zhenyu Luan, Vuttichat Soonthonsmai
Institute of Science Innovation and Culture
Rajamangala University of Technology Krungthep
Sathorn, Bangkok 10120, Thailand
Abstract
Tea drinks have always been a favorite beverage among consumers because ofits variety of product types that appeal to a wide variety of consumers. In recent years,with the continuous expansion of China^s beverage market, some brands are no longer satisfied with only developing in the local market but are turning overseas. They determine the brand^s overseas development strategy by investigating the factors that impact consumer brand loyalty most to capture the local target market and target group. This study aims to investigate the impact of demographic factors, consumer perception in 7ps, and consumer satisfaction on consumer brand loyalty. Using an online questionnaire, this study surveyed Chinese tea drink consumers who lived in Bangkok for over a month. Four hundred valid data were selected and analyzedusing SPSS software. The research results show that most consumers will have different degrees of consumer brand loyalty based on consumer perception in 7ps and consumer satisfaction. They will choose and purchase the products they needaccording to brand loyalty. Young consumers are more receptive to new things and new concepts. From another perspective, products incorporating cultural attributesare more attractive to consumers. After testing the hypothesis, it is found that demographic factors, consumer satisfaction factors, and consumer perception in 7ps factors all impact consumer brand loyalty
Keywords: Tea consumers, Consumers brand loyalty, Thailand, Chinese tea drink
