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Xu DongSheng. The factors influencing consumer purchase intentions of mixue ice cream & tea in Henan, China. Master's Degree(International Business Management). Siam University. Library and Information Resource Center. : มหาวิทยาลัยสยาม, 2568.
The factors influencing consumer purchase intentions of mixue ice cream & tea in Henan, China
Name: Xu DongSheng
keyword:
Independent Study
ThaSH:
Marketing research
Classification :.DDC: 658.8342
ThaSH:
Consumer behavior
ThaSH:
Business management
;
price
Abstract:
This study investigated the impact of brand image, product quality, price factors, and social media presence on consumer purchase intentions for Mixue Ice Cream & Tea in Henan, China. Recognizing the impressive marketing and revenue performance of Mixue, the research aims to provide actionable insights for enhancing marketing strategies. The objective of this study was to explore the impact of brand image factors, product quality factors, price factors, and social media presence on consumer purchase intentions for Mixue Ice Cream & Tea in Henan, China.
This study adopted the method of quantitative research to analyze the factors that affect the purchasing intentions of consumers for Mixue Ice Cream & Tea in Henan, China. A cluster sampling method was employed, allowing for efficient survey execution within selected groups. A total of 200 questionnaires were distributed and 169 valid questionnaires were finally collected, with a recovery rate of 84.50%. The findings reveal significant correlations between the identified factors and consumer purchase intentions, offering valuable recommendations for Mixue to optimize its marketing efforts.
This study finds that a positive brand image fosters trust and loyalty, while high product quality leads to greater customer satisfaction and repeat purchases. Price sensitivity affects decision-making, with competitive pricing enhancing purchase intentions. Additionally, a strong social media presence boosts brand visibility and trust. Overall, Mixues impressive market performance presents opportunities for strategic improvements in these areas to further strengthen its position and enhance its customer base. This research not only contributes to academic knowledge but also serves as a practical guide for the companys strategic decision-making in the competitive ice cream and tea market.
Keywords: brand Image, product quality, price, social media presence, consumer purchase intentions
Siam University. Library and Information Resource Center
Address:
BANGKOK
Email:
library@siam.edu
Name: Ma Yu
Role:
Advisor
Created:
2568
Modified:
2568-09-02
Issued:
2025-09-02
วิทยานิพนธ์/Thesis
application/pdf
eng
Level: Master's Degree
Descipline: International Business Management
Grantor: มหาวิทยาลัยสยาม
©copyrights SIAM UNIVERSITY
RightsAccess:
ใช้เวลา
0.037613 วินาที
Xu DongSheng
| Title | Contributor | Type |
|---|---|---|
| The factors influencing consumer purchase intentions of mixue ice cream & tea in Henan, China
มหาวิทยาลัยสยาม Xu DongSheng | Ma Yu | วิทยานิพนธ์/Thesis |
Ma Yu