A proposed method for the development of marketing mix of the tea drink market

Couchen Wu (Department of Business Administration, National Taiwan University of Science and Technology, Taiwan)
Shwu‐Ing Wu (Department of Business Administration, National Taiwan University of Science and Technology, Taiwan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 1 April 1998

Abstract

Explores ways of developing the marketing mix for the market in drinking tea, rejecting a number of existing marketing mix models. Adapts methods popular in product design and applies them to the marketing mix of the tea‐drinking market. Uses Suh’s principle of product design, explaining it in detail, then applies this to drinking tea, using a random sampling survey to discover consumer needs, perceptions and attitudes. Reports also on an empirical study of 799 Taiwanese households to find out more about the Oriental tea market. Presents the data analysis, including a comparison of brand loyalty. Indicates that market segmentation and marketing mix should be developed simultaneously and claims that this paper provides a method for doing that.

Keywords

Citation

Wu, C. and Wu, S. (1998), "A proposed method for the development of marketing mix of the tea drink market", Asia Pacific Journal of Marketing and Logistics, Vol. 10 No. 1, pp. 3-21. https://doi.org/10.1108/13555859810764445

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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