Articles
BRAND AWARENESS OF SPECIALTY TEAS: THE CRITICAL ROLE OF SOCIAL MEDIA
Article number
1090_11
Pages
67 – 74
Language
English
Abstract
Over the last five years the demand for specialty tea products has steadily grown in Australia.
It has been mostly attributed to a more health-conscious lifestyle, but insight into this phenomenon has so far been very limited.
The purpose of this research is to identify the importance of customers brand awareness of Australian specialty tea brands and how, in turn, it influences purchase intention.
This paper explores this interplay and presents the findings of an extensive literature review and interviews conducted within the scope of a research project.
The study found that as the demand of specialty tea has grown, the level of brand awareness has also grown congruently.
Currently there are about forty specialty tea retailers operating in Australia, but new tea businesses continue to emerge and are implementing a number of marketing strategies to target younger customers in the 20-40 year old age bracket.
Notably, in order of decreasing importance, the main marketing tools identified are word of mouth, social media platforms, events, and sales promotion.
It has been mostly attributed to a more health-conscious lifestyle, but insight into this phenomenon has so far been very limited.
The purpose of this research is to identify the importance of customers brand awareness of Australian specialty tea brands and how, in turn, it influences purchase intention.
This paper explores this interplay and presents the findings of an extensive literature review and interviews conducted within the scope of a research project.
The study found that as the demand of specialty tea has grown, the level of brand awareness has also grown congruently.
Currently there are about forty specialty tea retailers operating in Australia, but new tea businesses continue to emerge and are implementing a number of marketing strategies to target younger customers in the 20-40 year old age bracket.
Notably, in order of decreasing importance, the main marketing tools identified are word of mouth, social media platforms, events, and sales promotion.
Authors
N.K. Veerapa, N.V.T. Aryani
Keywords
purchase intention, word of mouth, willingness to pay
Online Articles (11)