Specific Marketing Strategies Research Articles

Consumer acceptance of a functional processed meat product made with different meat sources

PurposeThe purpose of this paper is to explore the consumer acceptance of a functional meat processed product made with different meat sources, and to distinguish the existence of different market segments.Design/methodology/approachNon-probability sampling was used to recruit a sample of 411 consumers in Southern Chile, over the age of 18 and responsible for the purchase of meat products for their household.FindingsUsing a fractional factorial design for conjoint analysis, it was found in the total sample that the meat source of the meat processed product was more important than packaging, region of origin, price and the functional ingredient claim, with preference for lamb and pork meat processed products with omega-3. Two main segments were identified using a cluster analysis; these segments differed according to family size, presence and age of children, ethnic origin, general health interest, quality of diet and level of satisfaction with food-related life. The largest segment (56.0 percent) shows a high preference toward lamb meat processed product with dietary fiber and omega-3. The second (33.6 percent) preferred turkey meat processed product with antioxidants.Practical implicationsA differentiated marketing strategy with different meat sources and functional ingredients may give access to a large market share. People more willing to accept different functional ingredients in processed meat products may enjoy a better quality of life. The level of satisfaction with food-related life and quality of diet can be useful in explaining preferences for functional meat processed products.Originality/valueThis is the first study to evaluate consumer acceptance of a functional meat processed product made with three different meats and three different functional ingredient claims, which analyzed the relationship between acceptance, the consumer’s quality of diet and their level of satisfaction with food-related life.

The effect of consumption propensity and fashion product consumption attitude on fair trade fashion product purchase intension

Fair trade implies honest wages and eco-friendly products in keeping with the demands of ethical consumerism. Although consumers are presently more interested in fair trade products, it is hard to find aggressive marketing strategies for fair trade fashion products. Therefore, the purpose of this study investigates the effect of consumption propensity on fast and slow fashion goods consumption attitudes and purchase intention on fair trade fashion products. For method of this study, 229 questionnaires were distributed to consumers residing in Seoul, South Korea. The data from the 219 returned usable questionnaires was analyzed by Cronbach’s alpha, factor analysis, regression analysis using SPSS 22.0. The results of this study were as follows: First, consumption propensities of spontaneity, histrionics, and imitative nature in descending order positively affect consumption attitude for fast fashion products. And green consumerism negatively affects consumption attitude for fast fashion products. Second, consumption propensity such as donation & sharing consumerism, ethical consumerism, green consumerism, histrionics, and imitative nature in descending order positively affect consumption attitude for slow fashion products. Third, slow and fast fashion products consumption attitude in descending order positively affect purchase intention on fair trade fashion products. Fourth, consumption propensities such as ethical consumerism, green consumerism, and donation & sharing consumerism in descending order positively affect purchase intention on fair trade fashion products. Therefore fair trade fashion products with various usages and sustainable high quality are promoted by differentiated marketing strategies.

A Study on the Effects of Menopausal Symptoms on Skin, Make-up and Hair Care Behavior

This study attempted to investigate appearance management behavior in climacteric women through menopause and marriage satisfaction and analyze the effects of menopausal symptoms on skin, makeup and hair care behavior. For this, frequency analysis, exploratory factor analysis, reliability analysis, t-test, ANOVA, Pearson’s correlation analysis, multiple regression analysis were preformed, using IBM SPSS Statistics 21.0. The study results found the following. According to analysis of differences between climacteric women’s general characteristics and their appearance management behavior and effects of menopausal symptoms on appearance management behavior, a statistically significant difference was found between appearance management behavior and the following: age, marriage satisfaction, experience of miscarriage, menopause and hormone treatment. In addition, it was confirmed that menopausal symptoms had a considerable effect on appearance management behavior. As well, menopausal women’s appearance management behavior appeared to be more important in the following groups: aged group, group with low marriage satisfaction, miscarriage group, menopause group and hormone treatment group. In terms of the effects of menopausal symptoms on appearance management behavior, significant results were found in physical, mental and sexual symptoms. Specifically, physical symptoms revealed the largest influence on skin care behavior while physical and mental symptoms had a large effect on makeup and hair care behavior. Regarding the development of skin, makeup and hair care behavior programs, the study results would be useful in planning differentiated marketing strategies for menopausal women.

‘I Want to Persuade You!’ – Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign

In explicit persuasion, the communicator states explicitly a desire to persuade the consumer. By referring to an attributional approach, social engagement was simultaneously explored as a beneficial communicator attribute, while cause-related marketing (CRM) was addressed as a boundary condition. In an experiment, we varied the persuasion strategy (explicit vs. implicit), the communicator’s prior experience with social engagement (yes vs. no), and the specific marketing strategy (CRM vs. non-charity marketing). As expected, in the non-charity marketing condition, explicit (vs. implicit) persuasion was more effective when the communicator had prior experience in social engagement. In the CRM condition, explicit (vs. implicit) persuasion was less effective when the communicator had prior experience in social engagement; when no prior experience was reported, persuasiveness increased.

Организационно-экономические принципы проектирования, развития и обустройства пригородных пеших троп

The article presents an analysis and systematization of the central organizational and economic principles of design, development and improvement (arrangement) of suburban (neighborhood) walking trails, based primarily on international experience due to the very weak development of the suburban trail segment in Russia and almost complete absence of Russian scientific and practical studies in this field. The nearest concept to suburban trails, which received some attention (in terms of aspects) in the Russian scientific literature, is the "eco and local history trail", which is not sufficient from the point of view of the needs of practice. First of all, the work reveals in detail the multidimensional specificity of suburban walking trails, including such factors as thematic focus, tourist motivation, combination with suburban passenger rail transport, influence on local residents and other stakeholder groups, including through increases in the value of real estate, safety, importance for health and social well-being, correlation with other objectives of infrastructural development of suburbs. Further, the article highlights the role, significance and international experience in the arrangement and improvement of trails, including both road-engineering aspects and informatization. The next section illustrates international experience in route integration of suburban walking trails with suburban railway and bus transportation. The article also touches upon the aspects of economic justification and rationale for expanding the segment of suburban walking trails as a public good (primarily as a catalyst and multiplier of tourist activity in the region), as well as certain aspects of differentiated marketing strategies, along with the principles of sustainable development and a remarkable potential for implementing volunteer programs. In conclusion, the author suggests an extensive list of problems and thematic areas for prospective studies of suburban walking routes, emphasizing an extreme need to form a range pf scientific and scientific-practical works in order to conceptually and methodologically explore the segment of suburban walking trails in Russia.

Segmenting the organic food market in Lebanon: an application of k-means cluster analysis

PurposeThe purpose of this paper is to discover profiles of organic food consumers in Lebanon by performing a market segmentation based on lifestyle and attitude variables and thus be able to propose appropriate marketing strategies for each market segment.Design/methodology/approachA survey, based on the use of closed-ended questionnaire, was addressed to 320 organic food consumers in the capital Beirut, in February and March 2014. Descriptive analysis, principal component analysis and cluster analysis (k-means method) were performed upon collected data.FindingsFour clusters were obtained and labelled based on psychographic characteristics and willingness to pay for the most purchased organic products. “Localist” and “Health conscious” clusters were the largest proportion of the selected sample, thus these were the most critical to be addressed by specific marketing strategies, emphasising the combination of local and organic food and the healthy properties of organic products. “Rational” and “Irregular” cluster were relatively small groups, addressed by pricing and promotional strategies.Originality/valueThis is the first study attempting to segment organic food consumers into different categories in a developing country as Lebanon.

AN ANALYSIS OF COMPETITIVE STRATEGIES EMPLOYED IN MICROFINANCE INSTITUTIONS: A CASE OF KENYA WOMEN FINANCE TRUST

Purpose: The study sought to examine competitive strategies employed in microfinance institutions using a case study of Kenya Women Finance TrustMethodology: The study adopted descriptive case study design. The sample size was thirty respondents from a target population of one hundred and one respondents. The research used both stratified random sampling and purposive sampling methods. The research study used questionnaires and interview schedules to collect data. Data was analyzed using Statistical Package for the Social Sciences (SPSS) version 20 and Microsoft Excel 2007.Results: The research findings indicated that KWFT used several competitive strategies so as to be at a competitive edge in the market, the majority being geographical expansion strategy, market and product development, improved marketing methods and differentiation strategy. The use of these competitive strategies in KWFT had several contributions such as the organization’s ability to be at competitive edge by being able to retain customers and also by achieving high profits for an organization. The various challenges that affected the use of competitive strategies included financial challenges and lack of skilled personnel to formulate and implement the competitive strategies.Unique contribution to theory, practice and policy: It recommended that KWFT should use more of differentiation strategy as this was mentioned as being the least used strategy. This is important because products are differentiated in ways that will appeal on a variety of customers and thus creating customer loyalty which will eventually lead to competitive advantage for KWFT. It was also recommended that KWFT should be able to retain those employees that have been involved in crafting competitive strategies in the organization. KWFT should also employ high skilled personnel especially in the field of competitive strategy, reserve finances for competitive strategy formulation and train employees on competitive strategies so as to counter the challenges that were identified in the study.

중국여성들의 복합적 구매성향에 따른 화장품 구매행태

본 연구는 중국여성들의 복합적 구매성향에 따른 한국 화장품의 구매 행태와 만족도를 알아보고자 중국 대도시 3곳에 거주하는 20~50대 여성 319명을 대상으로 설문조사를 진행하였다. 설문은 선행연구를 바탕으로 재구성하여 총45문항으로 구성하였다. 연구 결과 합리적 구매성향은 40대 이상의 연령과 기혼일수록 높은 경향을 보였고, 충동적 구매성향은 30대에서 가장 높게 나타냈다. 지역별로는 두 성향에 따른 큰 차이를 보이지 않았고, 구매 성향에 따른 화장품 구매 시 구매기간, 구매횟수, 구매비용에서 통계적으로 유의미한 차이를 나타냈다. 또 화장품 구매 만족도는 구매성향과 정의 상관이 있었고, 합리적 성향이 높을수록 편이추구 구매행태를, 충동적 성향이 높을수록 유행지향 구매행태를 나타내었다. 이상의 결과에 따라 국내 화장품 회사가 제품에 대한 신뢰와 고객관리서비스를 뒷받침한다면 중국 여성 소비자들의 구매 형태에 따른 만족도를 극대화 시킬 수 있으며, 충동적 소비성향을 보이는 연령의 고객을 대상으로 차별적 마케팅 전략을 수행한다면 중국뿐 아니라 동남아를 향한 뷰티 시장의 활성화에도 큰 도움이 될 것으로 생각된다. This study conducted a survey on 319 Chinese women in their 20s to 50s living in three large cities in China, with an aim to analyze the influence on the purchasing behavior and satisfaction for Korean cosmetics depending on their complex purchasing tendencies. According to the research, the rational tendency was higher when the subjects were over 40 years old and married, and the impulsive tendency was the highest in those in their 30s. There was no huge difference in regions depending on the two tendencies, while there were statistically significant differences in purchasing period, times and costs when buying cosmetics. In addition, purchasing satisfaction for cosmetics had a positive correlation with purchasing tendencies. The subjects pursued convenience in purchasing as their rational tendency was higher, while they sought the trends as their impulsive tendency was higher. Based on the results, it is expected to maximize purchasing satisfaction of Chinese female consumers depending on their purchasing tendencies, if the Korean cosmetics makers provide reliable quality assurance, product exchange and customer management services. It is also expected to help revitalize the beauty market for China as well as Southeast Asia, if the Korean cosmetics companies implement differentiated marketing strategies targeting the customers in the age group with the impulsive consumption tendency.

Validating Marketing Strategy Measures for a Globalized Developing Country

Due to economic globalization, business leaders are expected to monitor changes in the market, while also aligning their strategy to the realities of the context in which their businesses operate Marketing strategy effectiveness depends on strategy implementation, and thus developing an effective strategy is paramount. Although Porter’s 5-Forces model has been tried and tested, its appropriateness in a developing environment is not fully conclusive. On the basis of the theory, certain other variables have been identified which warrant investigation, namely, market strategy standardization, marketing strategy co-ordination, technology, and government policies. In order to determine whether these variables will impact the sustainability of a globalized industry in a developing economy, the items which comprise these variables need to be assessed to confirm its validity and reliability. In light of the above, this paper reports on research conducted to develop and empirically evaluate research instruments to measure the impact of specific competitive marketing strategies among a sample of stakeholders from the clothing and textile sector in Zimbabwe. More specifically, the following instruments, namely, market strategy standardization, marketing strategy co-ordination, technology, and government policies, were developed and their reliability and validity confirmed.

Two models of representation for the baby boom and millennium generations in France: 'elitist identity capital' v. 'universal, democratic capital'

Profound changes in France's wine-drinking habits (reduced consumption, rise of rosé wine, etc.) have occurred alongside long-term societal phenomena such as increased life expectancy and the internet revolution. The aim of this article is to analyse these developments from the angle of the concept of generation, initially defined by American sociologists. Two qualitative studies carried out five years apart and focusing on France's two largest generations, revealed a distinct generation gap between baby boomers and millennials in terms of 'representations of wine' and 'wine culture'. Our results show that the system of representation for both generations is based on two opposing socio-cultural wine models: an 'elitist identity capital' for the baby boomers, integrating the following four dimensions: France, terroir, history and gastronomy; and a 'democratic and universal capital' for the millennium generation, capitalising on four values (simplicity, accessibility/shedding of complexes, sharing and instant gratification). These two comprehensive models are reflected in specific marketing strategies for each of the generations.

Development and implementation of the differentiation strategy in the insurance market

Предмет исследования. Разработка и реализация стратегии дифференциации страховых услуг. Цель и задачи исследования. Обоснование применения различных методов (SWOT-анализ, метод взвешенных оценок и др.) для разработки маркетинговой стратегии дифференциации, а также практических рекомендаций по формированию розничных услуг страхования. Для достижения обозначенной цели были поставлены следующие задачи: • выявить ключевые предпочтения в сфере страховых услуг компании, исследовать наиболее востребованные в розничном страховом секторе направления; • найти наиболее эффективные методы анализа страховых услуг; • разработать рекомендации по дифференциации страховых услуг. Решение этих задач осуществлялось с учетом особенностей объекта и предмета исследования. Материалы и методы исследования. Исследование велось в рамках консалтингового договора с АО «Интач Страхование». Необходимая информация была получена из следующих источников: • специальная литература российских и зарубежных авторов; • внутренняя информация компании; • данные, полученные в результате проведения исследования. Для достижения поставленной цели был использован научный инструментарий, включающий: • методы статистического, экономического, логического и эмпирического анализа; • системный и ситуационный подходы; • развернутую матрицу SWOT; • метод взвешенных оценок. Для расчета прогнозируемых результатов был применен метод динамических рядов. Для обоснования предложений в своем проекте мы использовали показатель чистого дисконтированного дохода и метод безубыточности. Результаты исследования. В статье представлены результаты исследования, выполненного для АО «Интач Страхование» с целью решения ряда насущных проблем этой организации. Исследование показало, что на момент обращения компания имела собственную высокоэффективную нишу. При этом АО «Интач Страхование» сталкивалось с такими проблемами, как: застой на рынке, спад в потреблении услуг на фоне общей нестабильности рынка. В ходе исследования была выявлена возрастающая неудовлетворенность потребителей предлагаемыми услугами. Проведенный всесторонний анализ конкретной ситуации с учетом конкурентных преимуществ компании и ее финансовых возможностей дал возможность разработать рекомендации по повышению эффективности ее деятельности. Использование SWOT-анализа позволило сформулировать стратегические альтернативы развития компании. Затем с помощью экспертного метода и метода взвешенных оценок была разработана конкретная стратегия. Было предложено сконцентрировать усилия на таких страховых услугах, как «Интач Страхование – младенец» и страхование гостей горнолыжных парков отдыха в Дмитровском районе. Эти предложения были сформулированы на основе исследования в рамках консалтингового договора, в результате которого были выявлены свободные сегменты рынка с высоким потенциалом развития. Было принято решение расширить страховые услуги, осуществив выход на указанные выше сегменты. Это может повысить эффективность деятельности компании и значительно увеличить ее долю в страховом рынке Москвы и Подмосковья, обеспечить стабильный рост финансовых результатов и положительную динамику дифференциации и диверсификации. Для обоснования предложений использовались метод безубыточности и метод динамических рядов, с помощью которого был рассчитан чистый дисконтированный доход.

Wine Tourism: Involvement and Intention of Potential Tourists to Visit California Wineries: East vs. West

This paper investigates the effects of consumers??involvement in the pre-purchase stages on their willingness to visit wineries in California. The extant theory provides support for a positive linkage between product involvement, consumption, and propensity to visit a wine destination. Using a simple yet elegant model, and focusing on only two pre-purchase stages (cognitive and affective) of consumer behavior, the findings suggest while Asian consumers do not yet seem enthusiastic about wine consumption, they do seem to engage in information search prior to drinking wine. Also, California wineries need differentiated marketing strategies to attract wine tourists from Asia and Europe.

What are passenger perspectives regarding airlines' environmental protection? An empirical investigation in Taiwan

Many airlines recognize the importance of environmental protection. The airlines implement a number of environment-friendly activities related to in-flight services and wish to trigger passengers' support and therefore inquire as to their preferences. Because these activities are not identical between airlines, it is not known which items are actually supported and which items are opposed. In this paper, major airline environmental protection activities were collated, and the Smart partial least square software was used to analyse data from 442 passengers who have experienced air travel in the past 3 years. The results showed that in general, passengers would prefer to choose airlines that supported environmental protection activities. However, several activity items would be rejected if passengers felt their rights or interests being compromised. It was also indicated that people from countries at different stages of economic development had varying preferences regarding their support of airlines' environmental protection activities, and the young generation had more concern about environmental protection than others. The findings of this research could be beneficial for airlines setting up their differentiated marketing strategies for enhancing both environmental protection efforts and business performance.

Gender-Moderating Effect on e-Shopping Behavior: A Cross-Cultural Study of the United States and Saudi Arabia

ABSTRACTThis study elucidates the moderating effects of gender on factors affecting e-retail website use with survey data from two culturally diverse countries. This research found that the e-shopping model relationships are moderated by gender and provides support that the direct effects of three e-service quality dimensions are positively related to e-retail website loyalty and that e-retail website loyalty and perceived switching cost are related to e-retail website use. The findings highlight the importance for e-retail businesses to develop differential marketing and design strategies focused on males and females.

벤처기업의 보유역량과 경쟁전략이 경영성과에 미치는 영향

The effective exploitation of resources is critical for startup firms with insufficient resources to compete with well-resourced large firms. The direction and consistency of the resource input should be retained to utilize resources effectively, which will lead to a necessity for a fit between the strength in resources and the strategy of a firm. This study suggests hypotheses and verifies them empirically based on the logic that the attribute of resources in which a firm with a core competence decides the type of strategy and the formulated strategy presents the direction of the resource input, which enables the effective utilization of resources and facilitates high performance. According to the statistical results, the R&D capability affects the innovative differentiation strategy, marketing capability affects marketing differentiation strategy, and financial and production capability affects low cost strategy, in which the efficacy of the strategy depends on the attribute of resources. In addition, the R&D capability and marketing capability adversely affect the low cost strategy and the production capability negatively affects the innovative differentiation strategy, which implies that the exclusive choice of a strategy by the strength in resources results in improved performance. These results show that the fit between the resource and strategy is an essential cause of high performance in venture businesses.

Study on Café Choice Behavior Using Extended Theory of Reasoned Action(ETRA) and Heuristics Theory

본 연구의 목적은 확장된 합리적 행동이론과 휴리스틱 이론을 이용하여 고객들이 커피전문점을 선택하는 상황에있어서 소비자의 태도, 주관적 규범, 사전지식, 휴리스틱이 행동의도와 선택행동에 어떠한 영향을 미치는지 조사하였다. 본 연구 결과 커피전문점 이용고객의 태도, 주관적 규범, 사전지식, 감정휴리스틱, 상황휴리스틱이 행동의도와 선택행동에 유의한 영향을 미치는 것으로 조사되었다. 모형별로 행동의도와 선택행동에 미치는 영향을 분석한 결과ETRA+Heuristics 모형이 65.3% 와 53.3%로 다른 모형에 비해 높은 설명력을 보이는 것으로 나타났다. 독립변수들이 행동의도를 거쳐 선택행동에 미치는 매개효과를 검증하기 위해 직접효과와 간접효과를 분석한 결과 사전지식, 감정적휴리스틱, 상황적 휴리스틱이 통계적으로 유의한 간접효과를 미치는 것으로 나타났지만, 태도와 주관적 규범은 간접효과는 미치지만 통계적으로는 유의하지 않게 나타났다. 본 연구의 결과를 요약하면, 커피전문점에 고객을 유인하고 잠재고객을 유치하기 위해서는 물리적 시설 및 서비스 품질 개선도 중요하지만 고객의 감성을 자극할 수 있는 다양한 행동경제학적 이론에 기반을 둔 마케팅 방법들이 강화되어야 할 것이며, 감정적, 상황적 휴리스틱 상황들이 행동의도를 거쳐 선택행동에 간접적으로 유의한 영향을 미치는 것으로 나타났기 때문에 고객의 방문을 유인할 수 있는 다양한 감성 마케팅 전략들이 필요하다고 사료된다. 이는 최근 일반 기업들이 다양한 매체를 통해 감성 마케팅이나 뉴로마케팅 기법을 활용하여 일반 소비자들의 감성을 자극하여 구매의도로 유인하는 여러 마케팅 전략들과도 일치하기 때문에 커피전문점들도 이러한 방향으로 차별화된 마케팅 전략이 필요할 것이다.

Investigating consumer confusion in the retailing context: the causes and outcomes

This study explored, in detail, a comprehensively integrated framework for understanding the process of three types of consumer confusion (similarity, overload, and ambiguity confusion) linking the antecedents (stimuli and store knowledge) and the consequences (decision postponement and inertia) in the context of the Taiwanese convenience store. The simultaneous results reveal that similarity confusion mediates the relationship between the antecedent variables and the consequence variables, overload confusion only mediates the relationship between inefficient stimuli and the consequence variables, but a mediation effect of ambiguity confusion was not found in our model. The findings reflect the rational and irrational behaviour with regard to consumer confusion and provide managerial implications in designing such decision-making mechanisms that sales promotion of intense competition should focus on differentiated marketing strategies to deal with the similarity and overload confusion in the creation of store chain image and loyalty.

Shaping the female student: an analysis of Swedish beauty school recruitment texts

ABSTRACTThis study focuses on the recruitment of adults to the beauty industry in Sweden. It is concerned with a move in (beauty) education away from state and towards private provision in a wider context where education is becoming more heavily marketised. Drawing on a poststructural approach inspired by the work of Foucault and feminist theory, the shaping of student subjectivity in recruitment material for private beauty schools is analysed. A poststructural approach provides analytical tools that make visible the process of how power shapes subjectivities, and the use of feminist theory gives special focus to the gendered aspects of this process. The study includes a textual analysis of website homepages of beauty schools, beauty schools’ Facebook pages and web pages that provide compiled information on educational programs and courses connected to the beauty industry. The analysis shows how consumption is constituted and feminised through specific marketing strategies and thereby becomes both a starting point and a resource for the shaping of student subjectivity. Thus, a particular form of gendered entrepreneurial self is shaped in this femininised educational context, and this study therefore highlights the importance of vocational research that takes into account the shaping of student subjectivity.

A customer value analysis of Taiwan ice cream market: a means-end chain approach across consumption situations.

In the highly competitive market, it is increasingly hard for ice cream stores to develop creative marketing strategies to retain existing customers and attract new ones. This study applies the means–end chain approach to identify the customer value, consequences, and attributes of ice cream and to suggest useful information for ice cream sellers to develop differential marketing strategies across various consumption situations (i.e. on a date, gathering with friends, craving for ice cream). This study conducted one-on-one in-depth interviews with participants. The interview content was subsequently analyzed and coded to produce an implication matrix and a hierarchical value map, which was further used to determine customers’ value perceptions. The results indicate the terminal values of the highest strength comprised economy, pleasure, and efficiency. Pleasure was emphasized among consumers who were on a date or gathering with friends, whereas satisfaction was emphasized among consumers who craved ice cream. Based on the results, the study also provides suggestions to the industry and future researchers.

What factors are influencing tea consumption among Chinese urban residents? An empirical study

AbstractUsing primary data collected from a questionnaire survey in 12 cities in China, we set up a model to analyze the influencing factors of Chinese urban residents' tea consumption. Three groups of factors are considered in the model, i.e., demographic and personal characteristics, economic factors and consumption habits. Research findings indicate that tea consumption is significantly impacted by gender difference, personal income, consumption atmosphere and habitual factors. This has important policy implications for tea marketing. First of all, it is essential to develop more tea products that cater to the needs of urban females while at the meantime securing the steady growth of tea consumption among males. Second, in light of the consumption discrepancies between families, areas and occupations, differentiated marketing strategies should be created with an emphasis on cultivating and taking advantage of consumption atmosphere in the society. In addition, income disparities call for diversified tea products with affordable prices. It is also suggested that educational programs on tea consumption be advocated to promote the consumption frequency and quantity of tea both in China and in other countries.