| Summary: | 碩士 === 國立中興大學 === 食品暨應用生物科技學系所 === 106 === Commercial packed tea beverages have had a wide range of consumer groups in Taiwan''s beverage market. According to the survey data of non-alcoholic beverages in Taiwan from the Statistics Department of the Ministry of Economic Affairs for the past three years, the production quantity of tea beverages accounted for the highest ratio of all types of beverages. There are a lot of important strategies, such as package design, marketing, brand promotion and the increase of sale channels, in tea beverage market to attract the consumer purchase. The purpose of this study was to understand the effect of consumer choices and purchase behavior while the package design of the tea beverage, the trademark of Chai Li Won, was changed using questionnaires.
The study conducted a questionnaire survey and data collection. The content of the questionnaire was developed in Google Forms. The collection time of the questionnaires came from October 2, 2017 to October 15, 2017. A total of 389 online questionnaires were gathered. 21 of 368 questionaires were regarded as invalid and the effective recovery rate was 94.6%.
The results on consumers’ drinking and purchase habits demonstrated male clients have a higher ratio than female in drinking commercially packed beverages. We also concluded that both the student population, ranged in age from 20 to 29 and worker population have the highest proportion in drinking and buying the packed beverages. At the survey of the liking degree for the package design, consumers would prefer to choose and purchase the old-style tea packages. In addition, consumers know significantly different label design in old and new packages. The primary reason to choose the new package is the overall design.
The survey results of the purchase behavior in commercial packed beverages showed that consumers select the PET bottles at most and the iron or aluminum cans (2%) at least in tea packed beverages. Tea beverage is the highest proportion and packed coffee (5%) is the lowest proportion of beverage products. The reasons for choices by customers in commercially packed beverages are personal preference and thirst-quenching. Non-sugar tea (56%) was drunk amountly for clients and cereal -type tea was the lowest preference`to drink. “Chai Li Won” is the first brand to be connected
to customers. Except for the consumers in the 20-29 year old, Tea king was chosen absolutely to others.
Our survey found that convenience stores, supermarket or mass merchandisers are the primary choices to purchase the commercial packed beverages by consumers. The most frequently purchased locations are convenience stores and the main reason is saving-time and convenient. In addition, the first ranking to increase the purchasing power for marketing is the promotional activities.
Depending on the results of the survey, consumers have already had an established impression of the old packaging. Therefore, marketing strategies of King of Tea by changing the package design and bottle replacement in order to increase the purchasing power and the degree of overall liking is not effective because there is no significant impact on consumers’ choices and purchases. Therefore, many strategies, such as promotional activities, new listings, sweepstakes and taste upgrades, could be determined, according to different ages or occupations, to achieve effective product sales.
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