A Study on the Influence of Product Characteristics on Consumer’s Purchasing Intention: A Case Study of Mixue Ice Cream & Tea

Abstract

Purpose - With the improvement of people’s quality of life, tea drinks have become increasingly integrated into consumers’ daily routines. However, due to the prevalence of commodity homogenization, various competitive brands have emerged in the leisure industry, such as Mixue Ice Cream & Tea, Coco, Auntie in Shanghai, Dieting, and others, which has resulted in mounting competitive pressure within the industry. Design/Methodology/Approach - In order to enhance the competitiveness of Mixue Ice Cream & Tea and increase market sales by improving consumer repurchase frequency, this study conducts an in-depth analysis of the product characteristics of Mixue Ice Cream & Tea and examines their relationship with consumer behavior. Findings - Based on the research objectives described above, this paper conducts a questionnaire survey on consumers and target Mixue Ice Cream & Tea consumers to analyze the relationship between product characteristics and consumer behavior. The current situation of the leisure beverage market is also analyzed, and statistical analysis is performed on the collected data. The results indicate that product characteristics positively impact customer satisfaction and purchase intention. Research Implications - To improve the sales volume and market share of Mixue Ice Cream & Tea, this study incorporates the experimental results to provide marketing recommendations and corresponding strategies for Mixue Ice Cream & Tea enterprises. In addition, the findings will provide important guidance for developing Mixue Ice Cream & Tea enterprises in the leisure beverage market.