Impact of Customer’s Impulsivity and Marketing Cues to Purchase Decision of Beverage Product Category

Abstract

The research was conducted to explore consumer impulsivity and impulsive buying toward beverages product. In addition, in subsequent analysis, it also applies Consumer Decision Journey into impulsive buying behavior on beverage products. The analysis explains which marketing cues acts as most influential factors in such purchase behavior. Questionnaire was designed based on valid scale borrowed from previous research. A total of 105 respondents participated in this research. Questionnaire was distributed directly and by electronic mail. Based on the analysis, consumer only exercises impulsive buying on green tea and ready to drink tea category. Past experience and WOM are the most influencing factors in each step of the customer decision journey. Implications of this research are useful for FMCG marketers in improving marketing cues.

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

“…With numerous RTD tea beverages currently available on the market (Lee and Liao, 2009) and new types of RTD tea beverage continually being introduced (Manufacturing Close-Up, 2013), it is imperative for tea marketers to increase their understanding of the attitudes and desires of RTD tea beverage consumers. Although numerous studies have examined beverage consumer behavior (Su, 2007;Prawono et al, 2013;Kim and House, 2014), few studies have focussed specifically on the motivation of RTD tea consumers as well as their underlying attitudes and desires. In addition, previous studies have shown that consumers tend to evaluate products according to product attributes (Richardson et al, 1994) such as price, color, brand, packaging, and sensory features (Min et al, 2012), which are the primary drivers of product success (Li et al, 2015).…”