Research Of Macau Consumer Brand Preference On Tea Beverage

Since 90's in 20th century, as people start to advocate the natural and green consumption pursue, the diet culture also changes along with it. Tea beverage named "new-style beverage" grows at the rate of 17% annually all over the world. Along with the rapid development of tea beverage industry, the competition of brand gets more and more intensely. It is important to know the consumer's brand preference and how the consumers form the preference for the currently tea beverage corporate.Firstly, author analyzes the situation of the Macau tea beverage market and the reasons for forming brand preferences. Then, base on the previous research model to construct the model of the impact of perceived corporate brand values on brand preference. Uses the questionnaire survey to collect primary data and uses the SPSS to carry on the statistical analysis. As the result shown, the corporate perceived brand values actually have the positive impact on preference. A low self-monitoring level leads to a stronger relation between corporate brand value attractiveness and brand preference; a high self-monitoring level leads to a weaker relation between corporate brand value attractiveness and brand preference. At the same time, the difference sex, age and income level of consumer on the Macau tea beverage brand preference is not obvious.According to the result, the corporate should be consumer's values as a prerequisite for brand strategy, combined with the characteristics of tea beverage products for different consumer characteristics to establish brand strategy.