A Study to analyze the factors affecting consumer in buying green tea beverage products

Siswanto, Lucyana (2008) A Study to analyze the factors affecting consumer in buying green tea beverage products. Bachelor thesis, Petra Christian University.

Abstract

Competition among global and local players for winning market share has always been severe. To exist in beverage manufacturing industry and gain market share requires accurate and precise strategies in choosing brand, type of beverage products, target market and anticipate which market segment to be entered. Many researches are done to understand the consumer attitudes and behavior towards the products and marketing strategies are constructed to win over the consumer awareness and loyalty. However, to survive within the intense competition, a distinctive core and values are required to be made. The company may focus to marketing and consumer behavior factors which form along consumer brand preferences in purchasing green tea beverage product. The marketing factors will include marketing mix (product, price, place, and promotion) strategies. While the consumer behavior factors will focus on group (cultural, sub-cultural, social class, and reference group), product class, and situational influence factors which affect the consumer decision making. Derived from the result of the research of consumer purchasing decision and brand preference in buying green tea beverage products, it is initiated that the company needs to be responsive in dealing with consumer attitudes and characteristics as part of consumer behavior factors and shaping appropriate marketing factors since several variables within each factor have significant influence on consumer purchasing decision in buying green tea beverage products.

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