Published date: Oct 15 2024

Journal Title: KnE Social Sciences

Issue title: 8th International Conference on Sustainability (8th ICoS): Sustainable Economics

Pages: 337–355

DOI: 10.18502/kss.v9i29.17267

ZhenYu LuanInstitute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand

Vuttichat Soonthonsmaivuttichat.s@mail.rmutk.ac.thInstitute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand

Tea drinks have always been a consumer favorite beverage because of the variety of product types that appeal to a wide customer base. In recent years, with the continuous expansion of China’s beverage market, some brands are looking to expand into overseas markets. They determine the brand’s overseas development strategy by investigating the factors that impact consumer brand loyalty to identify the local target market and group. This study investigates the impact of demographic factors, consumer perception in 7ps, and consumer satisfaction on brand loyalty. An online questionnaire was used to survey Chinese tea drink consumers who lived in Bangkok for over a month. Four hundred valid data were selected and analyzed using SPSS software. The research results show that most consumers will have different degrees of consumer brand loyalty based on consumer perception of the 7ps and consumer satisfaction. Products incorporating cultural attributes were found to be more attractive to consumers. Each of these factors, demographic, consumer satisfaction, and consumer perception in 7ps, impact consumer brand loyalty.

Keywords: tea consumers, consumers brand loyalty, thailand, chinese tea drink

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