THE CORRELATION BETWEEN 4P MARKETING MIX, DEMOGRAPHIC FACTORS AND CHINESE CONSUMERS' PURCHASE INTENTIONS FOR THAI BEER

Abstract

The rapid growth of the Chinese imported beer market has presented new opportunities for international brands such as Thai beer. This study investigates the correlation between the 4P marketing mix (Product, Price, Place, and Promotion), demographic factors (gender, age, income, education, and occupation), and Chinese consumers’ purchase intentions for Thai beer. A quantitative research approach was adopted, and data were collected from 400 valid survey respondents through an online questionnaire. Descriptive statistics, independent sample T-tests, one-way ANOVA, and Pearson correlation analysis were employed to analyse the data. The findings revealed that demographic variables such as age, education, and occupation significantly influence purchase intention, while gender and income had less impact. Among the 4P variables, Place was found to have the strongest correlation with purchase intention, followed by Promotion, Price, and Product. Notably, consumers showed a strong preference for convenient purchase channels, online availability, and social media promotions. The results provide practical implications for Thai beer companies seeking to penetrate or expand their presence in the Chinese market. Strategies such as expanding retail and online distribution, engaging in influencer-based social media promotions, and enhancing product differentiation through packaging and flavor innovation are recommended. This study also contributes to cross-cultural consumer behaviour literature by highlighting how localised marketing tactics can align with consumer expectations in a competitive import market.

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