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Research on the Impact of Milk Tea Pricing Strategies on Consumer Purchase Intention and Behavior in the New Consumption Era

Author(s)

Xiaojing Yi

Affiliation(s)

Business Studies, James Cook University, Singapore Campus, Singapore

Abstract

In recent years, the milk tea industry has developed rapidly and has become an important part of young consumers’ daily consumption. In the increasingly fierce market competition, price has gradually become one of the important factors influencing consumers’ choices. Different brands attract consumers through different pricing methods, and consumers’ acceptance of prices also affects their purchase intentions and consumption behaviors. Therefore, studying the relationship between milk tea pricing strategies and consumer behavior has certain practical significance. This paper takes consumers in the new era as the research object and collects relevant data through questionnaire surveys. It analyzes the relationship between price factors, consumption motives, and purchase behaviors. A total of 60 valid questionnaires were obtained in this survey. The survey results show that most consumers pay attention to price factors when purchasing milk tea, and promotional activities can significantly increase their purchase intentions. At the same time, friend recommendations, social media content, and brand image also affect consumers’ acceptance of prices. For some consumers, even if the price is high, as long as the brand is attractive or can meet social needs, they are still willing to purchase. The research results show that there is a clear connection between milk tea prices and consumers’ purchase intentions; when milk tea prices increase, consumers tend to reduce their purchase frequency. Social consumption motives to some extent reduce consumers’ sensitivity to prices. This paper hopes to provide references for milk tea brands in formulating pricing strategies and marketing plans through the analysis of related issues.

Keywords

Milk Tea; Pricing Strategy; Purchase Intention; Consumption Behavior; Consumers in the New Era

References

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