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Shen, Jinmei.  A consumer behavior analysis of Tae-Brand in Chinese market.  Master's Degree(Business Administration).  Mae Fah Luang University. The Learning Resources and Education Media Center. : , 2018.

Title

A consumer behavior analysis of Tae-Brand in Chinese market

Title Alternative

Consumer behavior analysis of Tae-Brand in Chinese market

Creator

Name: Shen, Jinmei

Address: 333 Moo1, Thasud, Muang, Chiang Rai 57100

Organization : Mae Fah Luang University. School of Management. Business Administration

Email : ask.library@mfu.ac.th

Subject

keyword: Tae-Brand

LCSH: Consumer behavior

Classification :.LCCS: HF5415.32

LCSH: Marketing research

LCSH: Market surveys

LCSH: Consumer satisfaction

LCSH: Brand loyalty

LCSH: Advertising -- Brand name products

Description

Abstract: Yunnan’s Pu’er tea has a very long history in China, partly due to the unique geographical climate, unique big leaf species tea and the world-famous “tea ma gu dao” which makes the contemporary pu’er tea. This study explores how customers of Tae brand perceive and react to their products and services, and thus can use the finding to suggest a structured consumer-oriented strategy for the tea markets in China. Tae brand is widely recognized in China for the supply of quality pu’er tea which is the focus of this research. The present study develops a conceptual framework which adapts the “general” and “specific” domains of stimuli in the study of consumer behavior and brand perceptions, being motivated towards a more holistic view. The “general” domain studies the roles played by tea-consumption benefits and consumer decision-making styles. By “specific”, this research focuses on both marketing and brand stimulus factors. Samples were drawn conveniently from customers who have had purchased Tae brand. Structural equation modeling (SEM) is used for the multivariate statistical analysis.

Publisher

Mae Fah Luang University. The Learning Resources and Education Media Center

Address: Chiang Rai

Email: library@mfu.ac.th

Contributor

Name: Chai Ching Tan

Role: Advisor

Email : ask.library@mfu.ac.th

Date

Created: 2018

Modified: 2020-05-07

Issued: 2562

Issued: 2019-05-17

Type

วิทยานิพนธ์/Thesis

Format

application/pdf

Source

CallNumber: Thesis HF5415.32 S546c 2018

Language

eng

Thesis

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Rights

RightsAccess:

©copyrights

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Creator : Shen, Jinmei

Title	Contributor	Type
A consumer behavior analysis of Tae-Brand in Chinese market;Consumer behavior analysis of Tae-Brand in Chinese market มหาวิทยาลัยแม่ฟ้าหลวง Shen, Jinmei	Chai Ching Tan	วิทยานิพนธ์/Thesis

Contributor : Chai Ching Tan

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