FACTORS INFLUENCING CUSTOMER BUYING DECISION IN TAGPUAN VILLARREAL, NOVALICHES, QUEZON CITY

Abstract

This study explores consumer buying decisions related to Tagpuan Villarreal Milk Tea, a key player in the competitive milk tea market. Recognizing the impact of consumer preferences on brand success, the research aims to analyze factors influencing purchasing behavior, including demographics, the Marketing Mix 7Ps, and consumer challenges. Additionally, it proposes an integrated marketing strategy addressing product, price, place, and promotion to enhance customer engagement. A mixed-methods approach was used, combining quantitative surveys and qualitative interviews to gather comprehensive consumer data. Surveys captured buying behavior, demographics, and attitudes toward the brand, while interviews provided deeper insights into consumer challenges and brand perceptions. Findings indicate that product variety, quality, and uniqueness strongly influence buying decisions. Competitive and affordable pricing strategies attract a broad customer base. Consumers prioritize flavor options, customization, and packaging quality, while service quality and brand perception significantly impact repeat purchases. Tagpuan Villarreal Milk Tea should focus on diverse, high-quality offerings with unique twists to stand out. Competitive pricing, accessibility, regular promotions, and loyalty programs are key. Strategic location selection and a strong digital presence are crucial for market expansion. Promotional efforts should emphasize advertising and customer engagement.