Consumer Behavior Research & Analysis—Tea Buying—Taipei City & Counties
| Autor: | Tzu-Hsiung Wang, 王子雄 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 Tea is one of the Chinese traditional cultures of living. Tea itself is not simply a beverage in the perception of the consumers. Its cultural connotation incorporates the aspects of literature, music, art, etc., making it an important component of the Chinese culture. It is also closely relate to healthy living and lifestyle. Tea drinking hasbecome very popular among modern Taiwanese. Consumers not only focus on the taste of the tea itself, the ambiance and environment in drinking tea has also become an essential aspect in the experience. The appearance of tea packaging has also become more significant in tea purchasing. This plays an important role in enhancing the quality of cultural lifestyle. This research targets on the tea vendors and consumers in the northern region of Taiwan, using surveys sampling the consumers of local residents and tourists, hence, understanding the tea consumption behaviors and the demand of tea packaging. The research results could be summarized as the following: 1. Consumer behavior ： 80% of the samples have the habit of drinking tea whereas 30% of them drink tea on a daily basis. Most of the samples drink tea for health purposes, and purchase tea more than five times per year. 70% focus on the quality of tea when purchasing and 70% purchased from tea shops, usually under 2000 NT. Seasonal semi-fermented tea seems to be the most popular variety. 2. Tea Packaging ： 80% focus on the eco-friendliness and the sanitation of the packaging gift sets and tea bottles. Usually focus on the packages’ elegance, stylishness, and creativity. 3. Target consumer market： Age and income plays a significant role in purchasing. Vendors could focus on a particular sector of consumers in merchandise development. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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