An Empirical Study on Tea Consumption and Influencing Factors of Chinese Urban Residents
This paper establishes a model to analyze the influencing direction and level of urban residents tea consumption based on measuring three factors which include personal characteristics, economic factors and consumption habits.Research findings indicate that the quantity of tea consumption is significantly affected by gender difference,personal income, tea prices, consumption atmosphere and habits.Accordingly, we offer some policy implications about tea marketing and how to expand tea consumption.First of all, it is necessary to develop more tea products that cater to female needs while securing the growth of male tea consumption at the meantime.Second, differentiated marketing strategies should be created in light of the consumption difference among families, areas and occupations, with emphasis put on cultivating and taking advantage of consumption atmosphere.In addition, income disparities call for diversified tea products with reasonable prices.Also, scientific habits of tea consumption can be advocated to promote consumption frequency.
tea consumption quantity influencing factors empirical urban residents
CHEN Fu-qiao JIANG Ai-qin JIANG Ren-hua
Tea Research Institute, Chinese Academy of Agricultural Sciences, Hangzhou, 310008, China
国际会议
International Tea Symposium 2014(ITS 2014)(国际茶叶学术研讨会)
杭州
英文
463-471
2014-09-10（万方平台首次上网日期，不代表论文的发表时间）