Analysis On Tea Consumer Behavior Characteristics And Marketing Strategies

With abundant tea resource and strong consumption power, China is the earliest country to plant tea and has top yield around the world. However, tea consumption per capita in China is less than the world average for China' s large population base, thus there is a large space and great opportunity for tea consumption in domestic . Tea consumption is closely related with consumers' behaviors. Traditional regional consumer habits are getting weaker , as modern diversified consumption trends arise.To make tea marketing strategy,there are many steps such as establishing customer oriented concept , collecting information consciously related with consumer demand , studying consumer behavior and revealing the influence factors of tea consumption,and developing corresponding marketing strategy according to the practical conditions, which are the main research contents of the thesis.Based on the summarization of consumer behavior theory and elucidating of relationship between consumer behavior and marketing,the model of the customers ' purchasing behavior for this thesis was revealed. Domestic tea consumer behavior and marketing strategies were reviewed and summarized, and then consumers'purchase behavior, cognitive situation, the influence factors of purchase process and the satisfactory degree were analyzed based on the questionnaires and interviews, at last some conclusions about consumer behaviors were revealed.According to the conclusions, three marketing strategies such as green marketing strategy , brand marketing strategy and culture marketing strategy were corresponding marketing strategies in tea market.