THE RELATIONSHIP BETWEEN MIXUE’S 4P MARKETING MIX AND PURCHASE INTENTION IN THAILAND

Abstract

This study explores how Mixue's 4P marketing mix (product, price, place, and promotion) influences consumers' purchase intention in the Thai market, drawing on the 4P marketing mix model and the theory of planned behavior (TPB). The study is based on survey data collected from Thai bubble tea consumers, examining the relationship between each marketing mix factor and purchase intention. By identifying the most influential factors, this study aims to offer both theoretical insights and practical recommendations for brands like Mixue to enhance their market penetration in Thailand’s dynamic beverage industry. The findings will also serve as a reference for other affordable beverage brands seeking to adapt their marketing strategies to similar emerging markets.