MARKETING STRATEGIES OF MILK TABLET AMONG CHINESE CONSUMER

Abstract

As the Chinese market for imported dairy products expands, understanding consumer purchase behavior has become crucial for effective marketing. This study explored the factors influencing Chinese consumers' purchase intentions toward Thai milk tablets using the 4Ps marketing mix framework—product, price, place, and promotion. Based on a structured survey of 400 respondents, this research employed statistical analyses, including correlation and regression, to identify key drivers of purchase intention. The results revealed that price and promotion were the most significant factors, followed by product attributes and place of purchase. Demographic variables, such as income and occupation, moderately influence purchasing decisions, while gender and age show limited significance. The findings underscored the importance of tailored marketing strategies, such as segmenting the market by income levels and leveraging targeted promotional activities. Businesses can enhance their competitive edge by offering diverse product tiers to cater to different consumer demographics. Future research should adopt qualitative methods to uncover deeper consumer motivations and investigate the role of external factors, such as economic policies, in shaping purchasing behavior. This study provides actionable insights for businesses seeking to strengthen their presence in China's competitive dairy market.

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