Open AccessGiving Opens The Way For Receiving!! ... A Microscopic View Into Selection Of Tea Brand In India
Author(s) -
Neeta V Sahh Dr. Gayathri Band
Publication year - 2021
Publication title -
psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.112
H-Index - 10
ISSN - 0033-3077
DOI - 10.17762/pae.v57i9.2667
Subject(s) - taste , advertising , preference , purchasing , marketing , business , product (mathematics) , conjoint analysis , selection (genetic algorithm) , brand preference , brand awareness , economics , mathematics , food science , computer science , chemistry , microeconomics , geometry , artificial intelligence
Tea has played a role in almost all cultures and customs. The Indian Tea Industry is about 176 years old. Satisfying customers’ wishes is a challenge for many companies in the today’s rapidly changing and keenly competitive environment in today’s Tea industry. In this experiment with, seven product attributes of tea where each attribute has three performance levels have been designed for conjoint analysis. The first influencing factor is the preference of the type of tea where packaged tea has the highest utility as it captures the maximum of Tea market in India as compared to loose or tea bags which are mostly not preferred by the consumers. As consumers are very loyal towards the Tea brand which they purchase and hence we can see the most important criterion or influencing factor while selection of tea is the Brand name followed by the family opinion as traditionally the family believes to have a good taste of tea which should act a stimulant and psychological preference and family preference does matter when purchasing a tea. The pricing is the fourth important factor influencing the choice of tea. The most preferred attributes for tea are Variety of tea should be leaf with medium pricing where selection criterion of tea is good taste and brand name influences the consumer the highest and Tea should preferably be present at all General Store Outlets and preferred convenient packaging for consumers is Carton Boxes.