Consumers' Attitudes toward the Image of Semi-fermented Chinese Tea Product of Doi Pu Muen Community Enterprise in Muang District, Chiang Mai Province

Abstract

This research aimed to study the consumers’ attitudes and their acceptance of the image of semi-fermented tea product of Doi Pu Muen Community Enterprise in terms of the marketing mix.  The population and sampling were Thai consumers who have consumed tea or herbal tea, and the data  was collected from Chiang Mai Sunday walking street. The sampling is was not an exact number,  therefore the nonprobability random sampling method was used. Purposive or judgmental sampling of a
total of 200 samples was used, and a questionnaire was used to collect data. The result showed that  the attitudes toward the image of semi-fermented Chinese tea product of Doi Pu Muen community  enterprise could be divided into 4 aspects. Overall, the attitudes are at a high level ( = 3.56);  product aspect ( = 3.83), promotion aspect ( = 3.62), and price aspect ( = 3.42) were  respectively at high levels, while the channel of distribution aspect was a quite high level ( = 3.36). The image and development of the marketing mix should focus on 2 main aspects, which were the product aspect and marketing promotion aspect. The product aspect should represent the  convenience of making tea, its benefit, and cleanliness, with advertising via the Internet, publications and event venues, which would affect the image of Chinese tea and show the popularity, cultural traditions of society as well as benefits of Chinese tea.