Brewing the perfect cup: Understanding consumer preferences for attributes of packed tea

Brewing the perfect cup: Understanding consumer preferences for attributes of packed tea

Authors

  • Sreeram Vishnu Assistant Professor (Agricultural Extension)Regional Agricultural Research Station, Ambalavayal, Wayanad, KeralaMob:91-9544769363
  • Albin C Kurian Research Scholar, College of Co-operation, Banking & Management Vellanikkara, Thrissur
  • Archana bhatt Scientist, Community Agrobiodiversity Center, MSSRF, Wayanad
  • Archana Raghavan Sathyan Kerala Agricultural Univesity

Keywords:

Tea brand, price, package, conjoint analysis, consumer preference

Abstract

Tea is a typical beverage that has been consumed worldwide. A large number of brands of this beverage areavailable in the market. This study looked into the consumer preference for the attributes of selected, packedtea products available in the market. The study focused on attributes such as brand, price, strength and teapackage. Conjoint analysis with an orthogonal design assessed consumer preference for different tea brands.The results showed that packaging was the attribute most preferred by the consumers (importance score of36.083), followed by the brand of the Tea (31.084) and the strength of the Tea (21.518). The least preferredattribute was the price of the branded Tea. Further, the findings also revealed optimum attribute combinationamong the existing tea products in the market. The results of this study will be helpful to tea growers andwill significantly advance research on beverages.  

Author Biographies

Sreeram Vishnu, Assistant Professor (Agricultural Extension)Regional Agricultural Research Station, Ambalavayal, Wayanad, KeralaMob:91-9544769363

Agricultural Extension

Archana Raghavan Sathyan, Kerala Agricultural Univesity

Agricultural Extension

References

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Published

27-07-2024

How to Cite

Vishnu, S., Kurian, A. C., bhatt, A., & Sathyan, A. R. (2024). Brewing the perfect cup: Understanding consumer preferences for attributes of packed tea. Journal of Tropical Agriculture, 62(1), 59–64. Retrieved from https://jtropag.kau.in/index.php/ojs2/article/view/1371

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