Marketing Strategies Comparison that Related to the Decisions to Purchase Milk Tea for Generation Y and Generation Z Consumer’s in Phuket
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Abstract
This study aimed to: 1) study the demographic characteristics of Generation Z and Generation Y consumers' purchasing decisions; 2) study the purchasing decisions of milk tea beverages in Phuket; and 3) compare marketing mix related to the decisions to purchase milk tea for Generation Z and Generation Y consumer in Phuket. The sample size were 400 participants. The questionnaire was used as a tool for collecting data. The statistics for data analysis were t-test, one-way analysis of variance, and Pearson product-moment correlation coefficient. Research results are as follows: 1) Generation Z and Generation Y consumers with gender, age, and education level different decided to buy milk tea drinks differently in terms of the price of milk tea drinks per glass, and Generation Z and Generation Y consumers with different educational levels differed in terms of average weekly milk tea consumption. 2) Generation Z consumers' purchasing decisions were about 5 cups of milk tea per week. Therefore, the average price for a milk tea drink is 27 baht per cup. Additionally, Generation Y consumers consume about 4 cups of milk tea per week. Therefore, the average price of milk tea drinks is 30 baht per glass. 3) The marketing mix is related to the purchasing decision of Generation Z consumers in terms of the price of milk tea equipment baht per glass, with low correlation and in the same direction. Furthermore, the entrepreneurs should have defined the target audiences, in order to develop the marketing mix of milk tea in Phuket by the appropriate purchasing decisions in each group.
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