What factors are influencing tea consumption among Chinese urban residents? An empirical study

Abstract

Using primary data collected from a questionnaire survey in 12 cities in China, we set up a model to analyze the influencing factors of Chinese urban residents' tea consumption. Three groups of factors are considered in the model, i.e., demographic and personal characteristics, economic factors and consumption habits. Research findings indicate that tea consumption is significantly impacted by gender difference, personal income, consumption atmosphere and habitual factors. This has important policy implications for tea marketing. First of all, it is essential to develop more tea products that cater to the needs of urban females while at the meantime securing the steady growth of tea consumption among males. Second, in light of the consumption discrepancies between families, areas and occupations, differentiated marketing strategies should be created with an emphasis on cultivating and taking advantage of consumption atmosphere in the society. In addition, income disparities call for diversified tea products with affordable prices. It is also suggested that educational programs on tea consumption be advocated to promote the consumption frequency and quantity of tea both in China and in other countries.

Consumers’ knowledge and attitude towards Chinese herbal tea and consumption of Chinese herbal tea in selected district in Kedah

“…For employment status, there was a significant association found between money spent per month on Chinese herbal tea with employment status (p<0.05). The result was opposed with the study by Chen et al (2016) which showed no significant associations were found between other occupations and tea consumption. Moreover, administrative personnel, retirees and common workers were loyal tea consumers, while students and soldiers may seldom drink tea (Li et al, 2013).…”

“…It might due to the tradition of drinking tea is quite prevailing in families (Rezaee et al, 2016). However, another study revealed that having extra one more household member to drink tea was usually associated with a 6.6% of the increase in their annual tea consumption quantity (Chen et al, 2016).…”

“…There was a significant association found between periods of consuming with gender (P<0.05). Chen et al (2016) showed that male consumption quantity is 10.1% higher than female. Similarly, Li et al (2013) reported male students (55.4%) like to drink tea more than female students (48.4%) and the study narrated that no matter undergraduate students or common people, males are the mainstream group of tea drinking in China.…”

“…Besides, a significant association was found between consumption and period of consuming with races. Chinese herbal tea consumption of a person with different races is influenced by tradition, and his or her external environment, such as household tea-drinking atmosphere, workplace, and locational factors (Chen et al, 2016). For instance, Chinese usually consume Chinese herbal tea as this habit is passed down from generation to generations, and they already familiar with it since young.…”

“…Other races might not familiar with Chinese herbal tea. In addition, Chinese foods which are usually spicy had become the main factor that influences consumers on purchasing herbal beverages which can remove heat after eating spicy food (Chen et al, 2016).…”