Points-of-differences that shape consumer preferences for a hype brand: The case of Mixue’s fast growth
Article Sidebar
Main Article Content
Abstract
Companies position their brands to consumers using points of difference, attributes, or advantages that consumers strongly associate with the brand and cannot be found in competing brands. Mixue is an ice cream brand that enjoyed significant attention in early 2023. The question is, why did this ice cream outlet receive spectacular attention in such a short time? To answer this question, based on the theory of consumer behavior models that asserts that a company's marketing efforts influence consumer decision-making, the authors theorize that the intentionally created point of difference (PODs) boost consumer preferences. To confirm that applied theory, the authors collected data from 136 respondents who have visited Mixue outlets by distributing questionnaires via Google Forms. The partial least square (PLS), with the help of WarpPLS 7.0 and SPSS 26, reveals that intrinsic and extrinsic product attributes positively and significantly impact consumer preferences. However, these controllable variables only account for 32% of consumer preference and 68% of unidentified non-POD factors. The challenge for the company in maintaining success in the long term is to enhance its uniqueness by increasing the contribution of the PODs. Other researchers are suggested to investigate non-POD factors.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
References
AERA, APA, & NCME. (2004). Standards for Educational and Psychological Testing. American Educational Research Association (AERA), American Psychological Association (APA), and National Council on Measurement in Education (NCME). https://www.testingstandards.net/uploads/7/6/6/4/76643089/standards_2014edition.pdf
Carlson, K. A., Meloy, M. G., & Russo, J. E. (2006). Leader‐driven primacy: Using attribute order to affect consumer choice. Journal of Consumer Research, 32(4), 513–518. https://doi.org/10.1086/500481
Dawson, E. M., & Chatman, E. A. (2001). Reference group theory with implications for information studies: A theoretical essay. 6(3). http://InformationR.net/6-3/paper105.html
Ding, S., Lin, J., & Zhang, Z. (2020). Influences of Reference Group on Users’ Purchase Intentions in Network Communities: From the Perspective of Trial Purchase and Upgrade Purchase. Sustainability, 12(24), 10619. https://doi.org/10.3390/su122410619
Durmaz, D. Y., & Diyarbakırlıoğlu, I. (2011). A theoritical approach to the strength of motivation in customer behavior. Global Journal of Human Social Science, 11(10). https://globaljournals.org/GJHSS_Volume11/7-A-Theoritical-Approach-to-the-Strength-of-Motivation.pdf
Enneking, U., Neumann, C., & Henneberg, S. (2007). How important intrinsic and extrinsic product attributes affect purchase decisions. Food Quality and Preference, 18(1), 133–138. https://doi.org/10.1016/j.foodqual.2005.09.008
Espejel, J., Fandos, C., & Flavián, C. (2007). The role of intrinsic and extrinsic quality attributes on consumer behaviour for traditional food products. Managing Service Quality: An International Journal, 17(6), 681–701. https://doi.org/10.1108/09604520710835000
Hair, J., F., Black, W., C., Babin, B., J., & Anderson, R., E. (2014). Multivariate Data Analysis. Prentice Hall, Inc.
Kotler, P., & Keller, K. (2021). Marketing Management, EBook, Global Edition (16th ed). Pearson Education, Limited.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited.
Malhotra, N. K. (2020). Marketing Research An Applied Approach. Pearson Education Limited.
Mariel, P., Hoyos, D., Meyerhoff, J., Czajkowski, M., Dekker, T., Glenk, K., Bredahl Jacobsen, J., Liebe, U., Olsen, S. B., Sagebiel, J., & Thiene, M. (2021). Environmental valuation with discrete choice experiments: Guidance on design, implementation and data analysis. Springer. https://doi.org/10.1007/978-3-030-62669-3
Mercure, J.-F. (2018). Fashion, fads and the popularity of choices: Micro-foundations for diffusion consumer theory. Structural Change and Economic Dynamics, 46, 194–207. https://doi.org/10.1016/j.strueco.2018.06.001
Nicholson, W., & Snyder, C. (2010). Intermediate Microeconomics and Its Applications (11th ed). South-Western Cengage Learning.
Nicholson, W., & Snyder, C. (2015). Intermediate Microeconomics and Its Application (12e ed.). Cengage Learning.
Polman, E., Ruttan, R. L., & Peck, J. (2022). Using curiosity to incentivize the choice of “should” options. Organizational Behavior and Human Decision Processes, 173, 104192. https://doi.org/10.1016/j.obhdp.2022.104192
Romero Verdugo, P., Van Lieshout, L., De Lange, F., & Cools, R. (2020). Choice boosts curiosity. https://doi.org/10.31234/osf.io/np8q6
Schiffman, L., G., & Wisenblit, J. (2019). Consumer Behavior (Global Edition). Pearson Education Limited.
Simamora, B. (2022). Skala Likert, Bias Penggunaan dan Jalan Keluarnya. Jurnal Manajemen, 12(1), 84–93. https://doi.org/10.46806/jman.v12i1.978