Bubble Tea Consumer Psychology

Bubble Tea Consumer Psychology

Global Success

Tea is the world’s most consumed beverage bettering a combination of coffee, chocolate and alcohol. The world’s largest importer of tea is Pakistan but the largest consumption per head is in Turkey. Kenya is the largest exporter of tea followed by China. Despite being the most consumed beverage tea, unlike coffee has faced a challenge of being limited in diversity. There has not been much in product differentiation especially when it comes to the preparation. The only diversity it has seen has been largely through the flavouring where different spices have been used. For the longest time this was the case until the 1980s when Bubble Tea was introduced. Bubble tea was introduced in Taiwan is was the first form of a cold preparation of tea that was acceptable. Bubble tea became a global sensation and was embraced as it stood on the shoulders of tea as it had been consumed for ages. Bubble tea was and remains a success because it was a variant of an already loved beverage.

Bubble Tea Supply

Bubble tea supply is a bubble tea company that was founded in the year 2001. It was founded in the American state of Hawaii with the goal of bringing bubble tea to the United States. The company focuses on providing Bubble tea products for other businesses that offer the product on their menu. The company has won the American Quality Institute’s Best of the Best award. It won the gold medal in these awards for four consecutive years. The awards were awarded in recognition of the company’s top quality in providing bubble tea supplies. The company offers its products on an online platform as it always has since 2001. The company markets its products as easy to use for both individuals and enterprises. It acknowledges the rampant spread of bubble tea globally and despite not being a global brand it encourages restaurants to embrace bubble tea and incorporate it into their menu since it is a growing sensation. The company’s marketing strategies are hence targeted towards both enterprises and the end consumers of these product.

For its approach to the market the company tends to use a marketing approach that is consumer oriented. To fully grasp what to provide for consumers it is essential to provide insight on that which they desire. This can only be accurately attained through application of psychology. As such, the marketing strategies are guided by psychology in both market research and development of marketing strategies. To assess Bubble Tea Supply’s strategies, the theory of reasoned action was hereby applied. The theory was developed in the sixth decade of the 20th century by Icek Ajzen and Martin Fishbein. The theory focuses on evaluating attitudes that already exist and their influences on the decision-making process. The theory is built on the premise that consumers behave particularly for the purpose of creating or receiving equally particular feedback. Consumers possess rationality and they are assumed to always make decisions that are most profitable to them. Specificity is an integral aspect of decision making in this theory. The consumers take particulate actions with the intuition of have a result that is equally specific. Another important aspect of the theory is that the consumer retains the ability to change their mind throughout the action plan for which they may decide to follow a different decision.

Bubble Tea Supply’ majors in the provision of supplies, recipes, ingredients, equipment as well as support for its customers. The different range of products is a move towards product differentiation. The company offers different products not because it needs to diversify but to accommodate their customers’ specificity. The theory of reasoned action is particulate to specificity and since the customers’ desire different things the company offers them all to narrow down on their needs as much as possible. The wide range of products falls in line with the theory as it encourages specificity. With specific products the company ends up offering a platform for customers to project their expectations from their investments and hence a specific output is also assured.

Bubble Tea Supply is an American based company. It began with the sole purpose of introducing bubble tea in the United States. Despite the product being Taiwanese the company needed to polish the product’s presentation to a form that would be acceptable by Americans. As a result, the company tends to offer products that are particulate to the American people. This is yet another frontier that falls in line with the theory of reasoned action. Through providing a product particular to the United States the customers purchase their products with the sole intent of experiencing bubble tea prepared in an American way. This is often achieved through the alteration of recipes away from the original without changing the nature of the beloved beverage.

The theory of reasoned action provides for decisions to be made on the grounds of which is the most advantageous to the party involved. On the company’s website, it sends a message to potential customers that bubble tea has spread wide and is essentially a mainstream beverage. The company further notes that bubble tea businesses continue to open as street carts, in malls and are even being incorporated in pre-existing businesses. The company claims the beverage has been added to menus because companies do not want customers to go in search of the beverage to their competitors. In conclusion the company notes that the drink is easy to make so as to retain customers as well as easy for the staff to learn and consequently add to the menu. The message ends with showing how the beverage quenches thirst as well as entertains clients. It is easy to observe that Bubble Tea Supply intends to convince their customers that introducing bubble tea on their menu is the best thing for them. It presents many advantages that could arise from the introduction of bubble tea which easy to make the beverage the best option for the customers. Evidently this is an exploitation of the primal premise of the theory of reasoned action.

Bubble tea may be a new form of tea but it is simply a strain of tea prepared differently. The company’s approach to the market is based on evaluation the already existing attitudes towards tea. This is not unique to the company as many other bubble tea companies have been identified to borrow the same approach. This is almost unavoidable since it is so oblivious that bubble tea does indeed rely on contemporary tea preparations. The attitudes surrounding tea also affect bubble tea as they share most of the fundamental aspects such as raw products. Evaluation of previously existing attitudes is a feature of the reasoned action theory and yet another peek-hole at how the company approaches its market and how that is of benefit to its strategy.

Recommendations

Bubble tea has become a global sensation since it was discovered in Taiwan in the eighth decade of the 20th century. One of the world’s leading companies in bubble tea is the Bubble Tea Supply company. The company is located in Hawaii in the United States and was launched in 2001 to offer recipes, equipment, support and ingredients. The company’s marketing strategy depicts heavy elements of the reasoned action theory. Some of the elements observed are the product differentiation aimed to offer specificity, convincing clients that their services are the most advantageous move and evaluation of pre-existing attitudes. Despite having a well based marketing strategy the company still requires to promote its services. As such, the company should organize a tea tasting event for bubble tea with other partners in the industry.

The ingredients and equipment used shall be offered by bubble tea to provide an opportunity for their products and services to gain recognition. Despite bubble tea spreading to all corners of the globe the beverage still maintains a significantly small market share among beverages and tea forms. To advance the share value the company should work towards forming a partnership with a well-established beverage company to promote the product. Since Bubble Tea Supply majors its operations in the United States, the goals of its promotions will be spreading influence in the United States. The company is a leading market player in its domain but it should not relax. Bubble Tea Supply should invest in retailing of the tea citing it already has the resources to make the beverage except for the retail stores.