A Study of Thai Tea as the National Beverage

Abstract

This research aims to study marketing factors and consumer behavior regarding Thai tea consumption and to survey opinions and attitudes toward establishing Thai tea as a national beverage. Data was collected through a survey research approach, gathering information from 40 completed questionnaires. This data was analyzed using SPSS software Version 25 to calculate percentages, means, and standard deviations. The findings indicate that most consumers have previously tried Thai tea, with a significant majority preferring less sweet Thai tea in the afternoon (62.5%) and typically choosing Thai tea priced below 60 baht (45%). Consumers made purchasing decisions in 57.5% of cases.

Regarding the marketing mix factors, results reveal that consumers place high value on good, unique flavors in products. In terms of pricing, they prefer prices that reflect the quantity of tea received. For distribution channels, consumers show interest in Thai tea shops promoted through online media to attract more customers. Furthermore, in terms of promotional activities, consumers are drawn to Thai tea-based products, such as ice cream and desserts, which help increase the recognition of Thai tea. Additional interview data reveals that consumers agree that Thai tea is widely known domestically and internationally and are willing to support Thai tea as the national beverage.