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

A proposed method for the development of marketing mix of the tea drink market 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

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

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
1355-5855
DOI
10.1108/13555859810764445
Publisher site
See Article on Publisher Site

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.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Apr 1, 1998

Keywords: Market segmentation; Marketing mix; Taiwan; Tea

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