Tea is one of the most popular non-alcohol drinks around the world. More and more consumers are attracted to tea due to its natural and healthy characteristics, as well as conforming to the current global trend of respecting quality of life. There has been a dramatic change in the drinks industry, resulting in the opening of an increasing number of coffee shops. Furthermore, Starbucks, the world''s leading coffee shop, has even started to sell three freshly brewed tea drinks in Taiwan. In order to cater to consumer demand and preference, new tea products should be put on sale from time to time. In such a competitive market, it is important to investigate how to ensure business survival.
Whether a long-term strategy or a short-term tactic, consumer habit needs to be borne in mind. This study will focus on the relationship between the strategy of brand marketing for tea products and consumer buying behavior. The concrete goals of this study are as follows:
1.Understand what is the consumer''s cognition to brand
2.The consumer''s cognition to brand marketing have to
influence purchases decision of tea ?
3.Under the different demographic variables of consumer,
their cognition to brand marketing and purchase decision
of tea, whether have a dissimilarity?
The research shows that; Sex, age, education and income will influence consumer’s behavior of tea purchasing. The brand marketing will influence consumer for their behavior of tea purchasing. The brand marketing will influence a consumer for their behavior of tea purchasing. Among them, “brand impression and design”, “advertisement marketing”, “self-cognitioin”, and “brand meaning”, these four brand factors all influence consumer. So for tea industrial enterprises’ brand position and the concept of its products have to completely integrate each other, which could enhance the product recognition and the willing of purchase.