CONSUMER BEHAVIOUR TOWARDS GREEN TEA IN ASSAM, INDIA (original) (raw)

Consumer behavior towards green tea

The customers are showing interest towards healthy food and beverages in the present world. The tea industry is biggest industry in the world because almost 90 percent of people consume tea. The consumption of green tea had become popular in the recent years. The purpose of this paper is to understand the factors which influence customer satisfaction with regard to green tea. The independent variable is customer satisfaction and the dependent variables are price, health and weight.

Determinants of Tea Preference: A Descriptive Analysis

2022

The study was designed to investigate the determinants of tea preferences among tea lovers in Sorakhutte, Kathmandu. A conceptual system was structured by considering theory of satisfaction and consumers' preference talks about how the consumer is willing to consume tea. Price, habit, peers' influence and taste are considered as predictors and consumers' preference is taken as the reliant variable. Organized survey was performed among tea lovers in Sorakhutte using convenience sampling method and 103 usable questionnaires were utilized to analyse the collected data. The study employed descriptive research design and various tools such as frequency, percentage, bar-diagram, mean, median, and standard deviation were used for data analysis. The findings revealed that all the predictors i.e., price, habit, peers' influence and taste have effect on tea preferences as the mean values were above 3.0. Among all of them, the study concluded that taste is the most important predictor for tea preferences. Further, the study also concluded the majority of tea lovers prefer loose tea in compare to branded and green tea and rated the friends as the most preferred companion to drink tea.

A Study of Consumers' Preference towards Branded & Loose Tea: With Reference to Indore City

2013

The beverages sector in India has undergone significant transformation in the past 12 years. Within the beverages sector, Tea industry in India is to grow 2530 % annually and would double or triple times in the size by 2014. This industry is gradually inching its way towards becoming the next booming industry. Tea is available in two broad forms i.e. branded tea and loose tea. A Branded tea meant by those all tea brands which are known at national level and are performing very well in the market, while a loose tea means all tea brands which are known at regional level and are performing very well with competing in local market in every city. Consumer preferences are defined as the subjective (individual) tastes, as measured by utility, of various bundles of goods. Main objective of this paper is to explore the market potential of branded and loose tea. The research has conducted in Indore city between 200 active consumers. The consumer preference were identified by structured questi...

FACTORS AFFECTING THE REGULARITY OF PURCHASE OF ORGANIC TEA – AN APPLICATION DISCRIMINANT ANALYSIS

This study examined the regularity of purchase of organic tea. A model was developed using a number of factors which evaluate with discriminant analysis towards regular purchase of organic tea. Sample data are collected at random from 300 respondents of five selected organic stores based on sales volume in Coimbatore city. Result of this study show that distance, family income, number of items purchased, purchase frequency, purchase intention were identified as good predictor for regular purchase of organic tea. The other variables like loyalty, innovativeness to buy organic tea, health benefits and attitude were the weaker predictors.

Organic Tea Products: A Study on Perceptions of Urban Consumers in Golaghat District Of Assam

Rising trend of urban population and consumer " s concern for nutrition, health, quality of foods and environment in recent times has resulted a change in consumption of organic foods especially Organic Tea. In this connection, several studies have been conducted about the consumer " s awareness and nature of consumption of organic foods and concluded that it is significantly higher in developed countries than developing ones. Most of the studies were limited to developed countries. Very few research studies have been conducted in detail with regard to various factors that influence consumer " s perception with respect to organic tea products in Assam in general and specially in Golaghat district. The rise in per capita purchasing power, accompanied by the increase in awareness regarding the social, environmental and health benefits of organic products, has not only increased the demand for such products but also incentivized the development of the organic value chain, as evidenced by continuous developments in industries such as e-commerce, supply chain, storage and processing. The present study aims at analyzing factors affecting consumer awareness levels and buying perception regarding Organic Tea with the help of an Exploratory study using a structured survey of 147 respondents in Golaghat district through pre-tested Questionnaires using purposive sampling. This paper attempts to examine the demand for organic tea as people residing in urban area are more conscious about their health and lifestyle. Majority of the people are employed in public and private institutions. The Consumers in the study area have a good purchasing power to pay premium prices for organic teas for a healthy lifestyle.

Consumers " Attitude towards Organic Tea in Coimbatore

In rising trends of Organic food products, it is very significant towards insight to be gained to understand the consumers " motive towards organic foods. This study aimed to explore the attitudinal factors influencing consumers " to purchase organic tea. A structured questionnaire using 5-point Likert scales were administered to 200 respondents by convenience method from selective organic stores and departmental store in Coimbatore. Data collected were analysed using descriptive analysis and exploratory factor analysis and Anova. The result showed health, food attributes, Consumers attitude, status and barriers as the most important factor influencing consumer " s preferences towards organic Tea. This finding would help stakeholders in the organic Tea industry to understand the underlying pattern of consumer motives leading to decision towards purchasing organic ea in Malaysia.

Determining Consumers' Buying Intention towards Organic Tea in Bangladesh: An Empirical Evidence

The purpose of the study is to determine the consumers' buying intention towards organic tea in the context of Bangladesh. Moreover, the study has empirically tested its relevant factors which influence on buying intention towards organic tea. Quantitative research design has been used to carry out the problem. A structured questionnaire was employed to collect date randomly from 208 respondents living in 4 divisional cities of Bangladesh. Cronbach's Alpha statistic used to determine the reliability and validity of the measurement items. Descriptive analysis and regression analysis used to evaluate socio-demographic characters and diagnosis the determinants of consumes' buying intentions respectively. All of the research hypotheses have been accepted based on the empirical model and corresponding individual t test. Since Cronbach's alpha for each measurement items are greater than .70, so items are reliable and valid. Snedecor's F (53.291) and R 2 (0.514) supported the fitness of the regression model at first. Consumer's buying intentions of organic tea is positively and significantly (p<0.05) influenced by environmental concern, health benefit, price and trust. This study intended to examine the relationship of buying intention of organic tea with different variables. In our country, proper motivation and participation with healthy food consumption might increase a consumers' intention to buy more organic tea. Appropriate marketing policies and a successful promotional strategy that articulates the nutritional value of both conventional and organic foods should be implemented. Moreover, health benefit impacts on buying intention to purchase organic tea. So, the policy maker should try to ensure the heath consciousness in producing organic tea. This research expands on earlier findings which overlook incorporating the major determinants of buying intention towards organic tea such as environmental concern, health benefit, price and trust. This study also used a long span of date and unique object, to investigate the long-run benefit for health-conscious consumers in Bangladesh. The study only considered four major determinants of consumers buying intention toward organic tea whereas product availability, promotion and other significant predictors can be utilized further to get valuable findings and the sustainability of organic tea consumption.

Factors Affecting the Buying Intention of Organic Tea Consumers of Bangladesh

Journal of Open Innovation: Technology, Market, and Complexity

In the modern era of globalization, consumers become aware and concerned about their health as well as natural resources and the environment. Technological improvement and economic growth are continuously exploiting the earth's resources, resulting in an overwhelming burden on earth's ecology. Confirming a state of equilibrium between economic growth and safeguarding the environment becomes a challenge for business people and marketers. Though people worldwide are becoming interested in buying organic food, the concept of organic farming is relatively new in Bangladesh. The tea industry has started off with producing organic tea on a very limited scale. In this study, the researchers tried to examine the buying intention of organic tea among the consumers of Bangladesh. The study demonstrated that trust and perceived price significantly affect the buying intention of organic tea consumers along with product attributes, health consciousness, and environmental concern. Marketers may consider the stated factors to create an influence on the selection process of organic tea by consumers.

A Survey Based Study on Green Tea: Nepal

This was the first survey conducted in Nobel Collage, Kathmandu Nepal carried out during 2014. Aim of this survey was to assess the knowledge of the teachers and students of Nobel Collage towards green tea. For the collection of data self-design questionnaire was used. A total of 124 respondent were interviewed having age between 17 to 25 years comprises males to females ratio are 73 and 51 respectively. Majority of the respondents answer that the green tea is used for the reduction of weight, against infection, antioxidant activity and anticancer cancer activity. In conclusion, the respondent have very good knowledge about green tea and widely used.

Factors Affecting Customer Satisfaction and Customer Loyalty toward Myanmar Green Tea

International Journal of Business Marketing and Management (IJBMM), 2022

Purpose: This research aims to determine the effect of customer satisfaction and customer loyalty toward Myanmar green tea. In this research, the researcher will emphasize variables that quality of tea, Price, health Concern, Perceived value, customer satisfaction and customer loyalty. Design/Methodology/Approach: This research has conducted the process of data collection by using a questionnaire with 410 respondents who drink green tea and live in Myanmar and the process of quantitative analysis by the statistical program. Findings: The main finding supports that quality of tea, Price, health concern, Perceived value, customer satisfaction and customer loyalty. The result show that respondents have a positive attitude to Myanmar green tea. Research limitations/ Implication: There are many limitations while working on this research, gathering information and collecting data from respondents during political crisis in Myanmar and the Covid-19 pandemic are the major limitation of this research. Originality/Value: This research study related variables that factors effecting customer satisfaction and customer loyalty toward Myanmar green tea.