Consumer Behavior and Marketing Strategies in Vietnamese's Milk Tea Market

Vietnam's milk tea market exhibits significant growth potential, influenced by diverse demographic consumption behaviors and preferences. However, the existing literature mainly focuses on the general consumer, which challenges tailoring strategies to diverse consumer segments. This study investigates how age, occupation, and internet usage shape milk tea consumption, employing a survey of 544 respondents in Ho Chi Minh City. Cluster analysis identifies six consumer groups: Student non-surfers, Student surfers, Office non-surfers, Office surfers, Self-employed non-surfers, and Self-employed surfers. The findings reveal key decision factors, including quality, taste, hygiene, variety, and price, rather than brand loyalty. Students aged 18-22 favor promotions, attractive packaging, and celebrity endorsements, while office workers aged 23-35 prioritize tea quality, convenience, and competitive pricing. Self-employed consumers aged 23-45 value hygiene, product diversity, and reasonable pricing but exhibit less frequent purchase behavior. Effective marketing strategies include leveraging social media, promotions, and delivery services to enhance consumer engagement.

Keywords

Milk Tea Market ； Cluster analysis ； Marketing Strategies

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