Market Research on Chinese-style Tea Beverage Brands Using the AISAS Model: A Case Study of Chagee

Abstract

The segment of Chinese-style tea beverages holds significant importance within the broader tea drink market and is highly favored by consumers. Among these, Chagee stands out as a highly esteemed brand, exemplifying the category’s appeal. This study employs the AISAS model to investigate consumer perceptions, satisfaction, and purchase intentions towards Chinese-style tea beverages, with a particular focus on Chagee. The findings reveal that physical stores are the predominant channel through which consumers become acquainted with brands like Chagee; the brand’s unique taste profile is the most compelling factor for purchases. Although there is a high likelihood of repeat purchases, the inclination to share experiences related to the Chagee brand is comparatively low. Future strategies for Chinese-style tea beverage brands should prioritize health-oriented values to find a balance between taste and wellness, enhance the infusion of Chinese cultural elements, differentiate from competitors, and employ diverse marketing strategies to boost consumer engagement and sharing.