Factors associated with young Taiwanese peoples preference of green tea

Abstract

The purpose of this study is to identify Japanese's green tea consumption preferences among young people in Taiwan between the age of 18-30 and assess the possible tea market opportunities for Japanese's green tea in Taiwan, among young people. Questionnaire was used to collect data which were spread to 200 university students, aged between 18-30 years. Firstly, the tea product tasting survey provided four kinds of Japanese green tea. Next, the questionnaire was divided into four parts. Findings of this study show Taiwanese young people prefer taste attribute as the main factor to selecting their tea preference, to others who choose Minamisayaka mostly as their tea preference, with Benifuuki in second place. This study also aggregates the evaluation of Japanese green tea after tea tasting.

The Factors Influencing Tea Consumers’ Attitude in Banyumas Regency

“…Consumers not only consider product attributes when making purchasing decisions but also consider the product experience they have consumed (Song et al 2020). Consumers assess product attributes according to their wishes and needs of consumers (Chang & Pathiassana, 2017). Marketers need to understand consumer attitudes which are psychological factors because consumer attitudes have a positive correlation and are the most effective indicators for knowing how consumers behave (Shahbandi & Farrokhshad, 2021).…”