MARKETING MIX FACTORS AFFECTING THE CONSUMPTION BEHAVIOR OF GENERATION Z CONSUMER TOWARD IMPORTED CHINESE MILK TEA IN BANGKOK

Abstract

         This study aims to: 1) examine the consumption behavior of imported Chinese milk tea among Generation Z consumers in Bangkok; 2) investigate the marketing factors affecting such consumption behavior; and 3) predict the consumption behavior of imported Chinese milk tea among Generation Z consumers in Bangkok. The sample consisted of 400 Generation Z consumers, born between 1997 and 2012, who had previously purchased Chinese-brand milk tea and resided in Bangkok. The samples were selected using the multi-stage sampling method. The research instrument was a questionnaire. Statistical methods employed for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis.
          The results revealed that most respondents consumed of imported Chinese milk tea due to its appealing taste, pleasant tea aroma, and perceived health benefits. The average spending per purchase ranged from 120 to 200 Baht. The most common purchasing times were between 09:00–11:00 and 12:00–14:00. Consumers preferred to purchase from outlets located in shopping malls near their homes or workplaces. The most popular choice was milk tea blended with floral tea, known for its fragrant aroma. Most respondents made purchase decisions independently, driven by personal preference. The results of multiple regression analysis indicated that marketing factors significantly influenced the consumption behavior of imported Chinese milk tea among Generation Z consumers in Bangkok at the .05 level of significance. These factors were positively associated with consumption behavior and could be used to predict it. The relative influence of each factor was as follows: product (0.258), distribution channel (0.208) promotion (0.55), and price (0.112), respectively.