Consumer Segmentation of ROUND N TEA Based on Preferences Toward the Marketing Mix (4P)

Abstract

^{The growing health awareness in modern society has driven an increased interest in natural products, including herbal tea. ROUND N TEA is a local herbal teabrand seeking to understand its consumers throughsegmentation based on the marketing mix (4P): product, price, place, and promotion. This study aims to identifythe characteristics and preferences of ROUND N TEA’sconsumers using demographic, psychographic, andbehavioral segmentation through their perceptions of the4P elements. A quantitative descriptive approach wasemployed with purposive sampling of 120 respondentsaged 20–40 years residing in Greater Jakarta. Data were collected online via Google Form and analyzed usingdescriptive statistics and clustering with SPSS software. The results reveal that most consumers are female, aged20–25, university students, adopting a self-care lifestyle, and active on social media. Cluster analysis identifiedthree main segments: health and relaxation seekers, social and experiential enthusiasts, and practical andeconomic buyers. These findings provide a strategicfoundation for ROUND N TEA to design more accuratetargeting strategies and strengthen the competitiveness oflocal herbal tea brands in an increasingly competitivemarket.}