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Means-end chain approach for exploring the motivation of ready-to-drink tea consumers

Edward Shih-Tse Wang (Graduate Institute of Bio-Industry Management, National Chung Hsing University, Taichung, Taiwan)
Jia-Rong Yu (Graduate Institute of Bio-industry Management, National Chung Hsing University, Taichung, Taiwan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 13 June 2016

1980

Abstract

Purpose

Ready-to-drink (RTD) tea beverages are widely consumed worldwide and play a prominent role in people’s daily lives, yet few studies have investigated the motivation of RTD tea beverage consumers as well as their underlying attitudes and desires. The purpose of this paper is to explore why these attributes are motivational factors by focussing on the attributes of RTD tea beverage products that motivate consumers to purchase RTD tea.

Design/methodology/approach

The attribute-consequence-value model of the means-end chain approach was employed to investigate consumer motivations for purchasing RTD tea beverages. Data were collected through a qualitative face-to-face survey of 153 RTD tea beverage consumers in Taiwan.

Findings

The results indicate that consumers purchase RTD tea beverages because the taste, flavor, packaging, and ingredients (attributes) satisfy their desire to drink RTD tea and fulfill the benefits of being delicious to drink, possessing thirst-quenching properties, and possessing health-promoting properties (perceived consequences), thereby fulfilling their ideal goal of experiencing enjoyment (perceived product value).

Originality/value

The findings may serve as a reference for producers of RTD tea beverages regarding product development and marketing.

Keywords

Citation

Wang, E.S.-T. and Yu, J.-R. (2016), "Means-end chain approach for exploring the motivation of ready-to-drink tea consumers", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 3, pp. 384-395. https://doi.org/10.1108/APJML-08-2015-0121

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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