Consumer Satisfaction with the Marketing Mix of the Chinese Beverage Brand MIXUE: A Case Study of Consumers in Mueang District, Nakhon Si Thammarat Province

Abstract

This research aims to examine 1. consumer behavior regarding the purchase of the Chinese beverage brand MIXUE among consumers in the city district of Nakhon Si Thammarat, and 2. consumer satisfaction with the marketing mix of MIXUE beverage products. The study employs the 4P marketing mix framework, focusing on consumer behaviour and the factors shaping purchasing decisions. The sample comprised 150 MIXUE consumers from the Central Plaza Nakhon Si Thammarat and Saha Thai Plaza branches. Data were collected through questionnaires and an interview with the sales manager. The findings revealed that most respondents (87%) had prior experience consuming MIXUE beverages, with most spending an average of 31–50 baht per visit (56%) and consuming the products 1–2 times per week (75%). Regular sweetness was preferred by 69% of respondents. An analysis of the 4P marketing mix factors revealed that the price factor achieved the highest satisfaction, attributed to its affordability and value for money. Additionally, product variety and effective promotional strategies have significantly contributed to the brand’s popularity. However, refining market segmentation and tailoring product development to meet the preferences of teenage, high school, and university student consumer groups could enhance growth potential and market share in the future. According to the sales manager, the brand's key competitive advantage lies in offering high-quality products at a lower price compared to competitors.