Analyses and Suggestions on Milk Tea Industry in Terms of Consumer Behavior: Based on the Cases of HEYTEA
DOI:
https://doi.org/10.54691/bcpbm.v34i.3074Keywords:
milk tea; consumer behavior.Abstract
Milk tea industry takes up a relatively large proportion of Chinese catering, and HEYTEA is one of the most popular among all the milk tea brands. Even in 2020, when the pandemic spread fiercely, HEYTEA was not influenced much. In this paper, the author analyzes the reason for these phenomena in terms of theories in consumer behavior and give out several suggestions for how the brand can do to increase its sales under different circumstance in the future. In this paper, quantitive data is used for many times, as it could carry out statistical analysis of some facts of milk tea brands. This makes it eaasier to make comparisons among figures like sales and number of stores in different milk tea brands. The conclusion is also based on the successful applications of consumer behaviour of HEYTEA. This paper could provide information about the strategies that could be applied to increase the sales and gain popularity.
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