IDENTIFYING FACTORS INFLUENCING CUSTOMER BUYING BEHAVIOR TOWARDS TRADITIONAL TEA HOUSE IN GUANGZHOU, CHINA

Abstract

At the mention of Tea House, people naturally think of some people with connotation, because savoring tea is an art and a kind of enjoyment in China. Traditional Tea House is places where people drink tea and have a rest and reduce pressure. The lack of research on consumer buying behavior has affected the development of Tea House enterprises in Guangzhou.

Based on literature review, a research on the consumer behavior of tea restaurants is conducted. Questionnaire was designed, distributed, and analyzed using the SPSS software. Descriptive statistics and correlation analysis were extracted from the data to discover customer needs, communication, convenience, and willingness to pay. Factors behind the behavior were then analyzed to determine market opportunities of the tea restaurant and marketing strategy recommendation was proposed. 

The recommendations include: on choice of market segments, adjust market positioning; on customer needs, provide customer-centered product and service; on customer communication, take advantage of every communication opportunity and actively establish communication with consumers; on customer convenience, make the customer as the “king”; on customer willingness to pay, use market penetration pricing.