A LITERATURE REVIEW ON FACTORS RELATED TO THE RELATIONSHIP BETWEEN MIXUE’S 4P MARKETING MIX AND PURCHASE INTENTION IN THAILAND

Abstract

The rapid expansion of Thailand’s bubble tea market has created new opportunities for both local and international beverage brands. Mixue Ice Cream & Tea, known for its affordable pricing strategy and diverse product range, has emerged as one of the key players in this sector. With Thailand’s middle-income group expanding rapidly and social media usage reaching 78% of the population (Hootsuite & We Are Social, 2023), the market conditions have become highly favorable for low-cost beverage brands targeting young, tech-savvy consumers. This study investigates how Mixue’s 4P marketing mix—Product, Price, Place, and Promotion—affects consumer purchase intention in the Thai market. Drawing on the 4P marketing mix model and the Theory of Planned Behavior (TPB), the research explores how these marketing elements shape consumer behavior by influencing their attitudes, subjective norms, and perceived behavioral control. The study is based on survey data collected from Thai bubble tea consumers, examining the relationship between each marketing mix factor and purchase intention. By identifying the most influential factors, this study aims to offer both theoretical insights and practical recommendations for brands like Mixue to enhance their market penetration in Thailand’s dynamic beverage industry. The findings will also serve as a reference for other affordable beverage brands seeking to adapt their marketing strategies to similar emerging markets.