This paper focuses on the consumption drivers and barriers of Beijing's new Chinese-style tea market, based on 1,212 valid questionnaire data and statistical methods such as factor analysis and K-means clustering. The results show that the market presents a spindle-shaped competitive structure, and consumers are clustered into four groups: core, follow-up, potential and marginal customers. Core consumers are mainly young students and office workers with high education, pursuing experience and health; follow-up consumers are easily affected by trends. Health concerns, price sensitivity and homogeneous competition are main barriers. This study clarifies consumer behavior characteristics, and puts forward targeted strategies for product innovation, precise marketing and healthy upgrading, providing references for brand operation and market expansion.
Research Article
Open Access