Factors Influencing Consumers’ Brand Loyalty to Chinese Tea Drinks in Bangkok, Thailand

Abstract

Tea drinks have always been a favorite beverage among consumers because of their variety of product types that appeal to a wide variety of consumers. In recent years, with the continuous expansion of China's beverage market, some brands are no longer satisfied with only developing in the local market but are turning overseas. They determine the brand's overseas development strategy by investigating the factors that impact consumer brand loyalty most to capture the local target market and target group. This study investigates the impact of demographic factors, consumer perception in 7ps, and consumer satisfaction on brand loyalty. This study used an online questionnaire 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. From another perspective, products incorporating cultural attributes are more attractive to consumers. After testing the hypothesis, it is found that demographic factors, consumer satisfaction factors, and consumer perception in 7ps factors all impact consumer brand loyalty.