Factors influencing tea consumer behavior in China: A case study of Liupao Tea of Wuzhou in Guangxi


  • Minggui Zhou Graduate school of Business and Advanced Technology Management, Assumption University of Thailand
  • Chompu Nuangjamnong Graduate School of Business and Advanced Technology Management, Assumption University of Thailand


Chinese tea, Liupao tea, Guangxi, Influence factor, Consumer behavior


China boasts a diverse tea culture, being the world's largest tea producer, consumer, and exporter. As China's economy grows, and living standards improve, the demand for tea continues to rise, making it a critical product for marketers to understand. The purpose of this study is to identify the factors that influence consumer behavior towards Wuzhou Liupao Tea and provide recommendations for its development and marketing. Data was gathered through a consumer behavior survey, and 392 complete responses from Liupao tea consumers were analyzed using the JAMOVI program. The research results indicate that price, education, perceived culture, healthiness, and pecuniary condition are crucial factors positively impacting consumer behavior towards Liupao tea. As such, it is recommended to highlight these factors in marketing and promotional activities, including tailored pricing strategies, educating consumers on the product's health benefits, acknowledging the diversity of consumer cultural perspectives, emphasizing Liupao tea's health benefits, targeting consumers with good economic conditions, and providing more affordable choices for low-income groups. These suggestions could help Liupao tea producers and marketing personnel to enhance product competitiveness, expand market share, and provide policymakers with valuable insights for relevant policy formulation.


Keywords: Chinese tea, Liupao tea, Guangxi, Influence factor, Consumer behavior


JEL Classification Code: H24, I12, I21, L17, P24


Author Biography

Chompu Nuangjamnong, Graduate School of Business and Advanced Technology Management, Assumption University of Thailand




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How to Cite

Zhou, M., & Nuangjamnong, C. (2023). Factors influencing tea consumer behavior in China: A case study of Liupao Tea of Wuzhou in Guangxi. AU-HIU International Multidisciplinary Journal, 3(2), 16-28. Retrieved from http://www.assumptionjournal.au.edu/index.php/auhiu/article/view/7321

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