Factors of affecting bubble tea purchasing behavior among the youth in China

Yu Jingfeng (2024) Factors of affecting bubble tea purchasing behavior among the youth in China. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This paper investigates what factors influence bubble tea purchasing behavior among Chinese youth, particularly focusing on economic, social, cultural, and psychological aspects. Bubble tea was originated in Taiwan, China, it has increasingly gained popularity because of its customizable options and unique flavors. This study conducted a quantitative methodology, by employing structured questionnaires focusing on consumers aged from 15 to 35, it finds that taste preference, social influence, price sensitivity, and health awareness are key drivers of consumer choices.The study highlights that social interactions and peer recommendations significantly impact purchasing decisions, underscoring the role of milk tea as a social activity. Economic factors, such as income levels and promotional discounts, influence purchasing frequency, while cultural preferences shape brand perception. Psychological factors, including brand loyalty and emotional satisfaction, further contribute to consumer behavior.This research fills a gap in understanding the dynamic interplay of these factors in an emerging market context. The results offer actionable insights for businesses to design targeted marketing strategies, enhance product appeal, and align with consumer health trends. Moreover, the study also helps policymakers address health implications associated with sugary beverages. Throughexploring consumer behavior in the current rapidly growing bubble tea market, this paper contributes to the literature on consumer preferences in emerging markets and offers strategic guidance for stakeholders in the beverage industry.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	business marketing, clienting, consumers' preferences, market, marketing
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:25
Utolsó módosítás:	2025. Már. 25. 11:25

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