| dc.description.abstract | In addition to the pursuit of basic thirst quenching, tea drinking has begun to pursue more diversified taste satisfaction. According to the statistics data from the Taiwan Tea Industry Association, the production value of Taiwan’s tea in 2019 reached 46.909 billion NT dollars. Taiwanese people love for tea and drink more than ten billion of cups on average per year. The tea consumption in Taiwan is quite mature. However, the consumers’ habits of tea drinking are changed day by day, this kind of market is becoming more and more competitive.
Tea drinks have an important position and a large market in Taiwan, among which cold brewed tea is one of the most popular tea drinks. However, there is few relevant study that has clarified the influence of Taiwanese consumers’ opinions on tea consumption and their corresponding choices, including the influence of consumers on their choices after tasting immediately. Therefore, this research focuses on this topic, expounding the attributes of tea products and consumer choice behaviors, and the influence of consumers on their immediate choice behaviors after tasting cold brewed tea.
From consumer perceptions, it is known that the taste of tea is the most important factor that affects consumers’ choice behavior. So a questionnaire survey on consumer choice behaviors of tea consumers and a blind tea evaluation test are conducted from this perception. The purposes are to investigate the relationship between tea consumption choice behavior and the preference ranking of cold brew tea products, and look into the consumers’ capability of sensory characteristics of high mountain cold brew tea products. The results point out: (1) When consumers choose tea flavor preferences after tasting, they have a significant preference for high mountain cold brewed tea, rather than the commercial canned cold brewed teas by mass-produced. (2) The high mountain cold brewed tea has the characteristics of ＂fragrant and elegant tea taste＂, ＂smooth and sweet taste＂ and ＂not bitter taste＂. The consumers’ immediate sensory perception with tatsing high mountain cold brewed tea is corresponding to the above three characters exactly. (3) However, in terms of product value perception of high mountain cold brewed tea, the pay with consumers’ most willingness is obvious lower than the price offered by the manufacture in the market.
This research shows that consumers can easily distinguish cold brewed high mountain tea from ordinary tea by tasting under the blind tea evaluation test , and prefer its taste. However, the market does not differentiate the sales strategy of cold brewed high mountain tea from general tea drinks. Therefore, this study used the collected survey data and analyzed it to infer that the tasting texture of cold brewed high mountain tea can be more advanced: Its sales strategy is positioning for red wine, not for general cold tea. | en_US |