The Influence of Product Quality, Price Perception, and Digital Promotion on Consumer Purchase Decisions: Evidence From China's Freshly Made Tea Beverage Industry

Abstract

This study examined the determinants of consumer purchase decisions in China’s rapidly growing freshly made tea beverage industry, using Mixue BingCheng as a representative case of cost-effective brand positioning. Drawing on Consumer Decision-Making Theory and employing a quantitative research design, the study surveyed 200 consumers in Chongqing Municipality to assess the effects of product quality, price perception, and digital promotion on purchase decisions. Multiple linear regression analysis showed that all three independent variables had statistically significant positive effects on consumer purchase decisions, with price perception emerging as the strongest predictor (B = 0.452), followed by product quality (B = 0.224) and digital promotion (B = 0.217). The integrated model explained 71.7% of the variance in purchase decisions, supporting the proposed theoretical framework and providing empirical evidence that cost-effective brands need to simultaneously maintain product quality standards, communicate price value effectively, and strengthen digital engagement to sustain competitive advantages in highly active consumer markets. The findings contribute to the understanding of consumer behavior in emerging market contexts and provide strategic implications for brand management in the competitive freshly made tea beverage industry.