Marketing promotion of Chinese tea in Ukraine using e-commerce tools

Abstract

The article examines the issue of promoting Chinese tea on the Ukrainian market in the context of the development of e-commerce and digital marketing tools. The main attention is paid to the determination of effective communication channels, taking into account the characteristics of the product and the peculiarities of consumer behavior. The study uses a complex of general scientific and special methods, in particular analysis, generalization, comparison, as well as an empirical approach based on consumer questionnaires. Key economic indicators characterizing the costs of attracting customers, the level of purchases and the efficiency of the use of marketing resources were used to evaluate the effectiveness of promotion channels. According to the results of the study, it was established that the Ukrainian tea market is under the influence of the mass segment, which limits the spread of niche products, in particular Chinese tea. At the same time, the presence of hidden demand was revealed, which is restrained by an insufficient level of awareness and the complexity of the choice for the consumer. It has been proven that an important role in the formation of interest in the product is played by digital channels, primarily social networks, which provide communication and explanation of the value of the product. The conducted economic analysis showed that channels with low costs of attracting an audience demonstrate higher efficiency in the long term. The expediency of combining various promotion tools has been established, which allows to increase the effectiveness of marketing activities. As a result, it is substantiated that the effective promotion of Chinese tea requires a comprehensive approach that combines informational influence, formation of consumer interest and optimization of costs. The practical significance of the results lies in the possibility of using them to improve marketing strategies in the field of e-commerce.