Marketing Mix Factors Influencing the Purchase Decision of Milk Tea among Chinese consumers in Nanning, People’s Republic of China

Abstract

          This research article aimed to: (1) examine the milk tea purchasing behavior of Chinese consumers in Nanning; (2) investigate their milk tea purchase decisions; (3) examine their perceptions of the 7Ps marketing mix; and (4) determine the marketing mix factors affecting their milk tea purchase decisions. This study employed a quantitative research design. The sample consisted of 400 Chinese consumers. Data were collected using a questionnaire and analyzed using descriptive statistics and multiple regression analysis.

           The findings revealed that: (1) most consumers purchased Mixue milk tea and preferred milk tea with a rich taste and strong tea aroma. The main reason for purchasing milk tea was its reasonable price. Consumers typically purchased two cups per transaction, once or twice weekly. They preferred medium-sized cups and typically purchased milk tea from shopping mall outlets. (2) Overall, consumers’ milk tea purchase decisions were high. The highest-rated factor was the desire to try milk tea after recognizing its appeal, followed by the likelihood of recommending it to others. Product accessibility had the lowest mean score. (3) Overall, the 7Ps marketing mix was rated highly, with process receiving the highest mean score, followed by people, while price received the lowest. (4) All 7Ps marketing mix dimensions were positively correlated with Chinese consumers’ milk tea purchase decisions at the .01 significance level. Process showed the strongest correlation, followed by promotion, product, and physical evidence.