The Influence of Marketing Mix 7Ps, Health Consciousness and Social Media on Consumers Purchase Intention at HEYTEA Physical Stores Miss. Wenwen Li1-Surachai Traiwannakij2
INSTITUTE OF SCIENCE INNOVATION AND CULTURE
RAJAMANGALA UNIVERSITY OF TECHNOLOGY KRUNGTHEP
Abstract
ABSTRACT
In the recent years, the Chinese style modern tea shop business has been prevailing in China, and its secret of success, especially in the fields of consumer behavior and business innovation, deserves further study. Nowadays, there are two prevailing trends in society which may affect Chinese style modern tea shop business, including the social media trend and the health consciousness trend. Social media have revolutionalized the ways of people communications and sharing information and interests, and changed the ways of communications between marketers and consumers. Health-related issues have become a heated topic in society after the COVID-19 pandemic, and consumers tend to become careful in buying food and beverages. The research domain is HEYTEA, which is the No.1 brand in the market and famous for its marketing strategies and innovation.
This study analyzes the influence of identified factors on consumers purchase intention at HEYTEA physical stores, focusing on the influence of health consciousness and social media. Purchase intention, refers to the behavioral intention of a consumer to buy a particular product. This study distributes self-completion online questionnaires to whom live in the 12 selected cities of China. Data obtained are analyzed by using SPSS. The findings indicate that demographic factor, marketing mix 7Ps factor, health consciousness and social media affect consumers purchase intention towards HEYTEA^s drinks at its physical stores. The results also suggest that people with higher health consciousness tend to buy healthier beverages.
Keywords: Health Consciousness, Social Media, marketing mix 7Ps, Purchase Intention, HEYTEA
