Consumers Responses Toward the Use of Digital Marketing Management in Purchasing Authentic Thai-Floral-based Teas

Abstract

New health-enquirer tea consumers have continuously searched for teas with adoptogens or aesthetic quality from plant-based ingredients to balance physical health and mental stress responses since 2013. The demand for plant-based adoptogens in herbal and medicinal teas has continued to grow. An innovative and authentic Thai-floral-based tea with unique blends has been promoted via the internet search engine and gained more awareness from the consumers of this tea type since 2018. The need to identify vital entities and attributes that inspire and stimulate behaviors of the health- enquirer tea consumers to purchase Thai-floral-based teas became the purpose of this study. The research methodology used a quantitative research method, with 788 subjects randomly selected and delivered tea samples for testing experience for three months in 2021 including an online questionnaire for data collection. Descriptive analysis was used for analyzing the data. The findings presented the results with the new theoretical model of five vital attributes and new sale engine matric for managerial knowledge toward stimulating tea consumers’ behavior to purchase Thai-floral-based tea in a new virtual space. Recommendations for further research in the growth and sustainability of Thai-floral-based teas were also presented in this study.