MARKETING STRATEGY OF THAI BIRD’S NEST IN CHINA

Abstract

This study explored the impact of the 4I marketing theory—Interesting, Interests, Interaction, and Individuality—on consumer behavior regarding Thai bird’s nest in the Chinese market. Using a structured questionnaire and a sample of respondents aged 18 and above, regression analyses were conducted to evaluate the relationship between these marketing factors and consumer usage frequency. The results highlighted that Interesting and Individuality were the most significant factors influencing usage frequency, providing practical insights for optimizing marketing strategies. Recommendations include leveraging creative and engaging content, personalized marketing approaches, and targeted promotional campaigns. This study also acknowledges its limitations, such as a narrow occupational category and an R-squared value indicating the need for further exploration of other influencing factors.

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