A STUDY OF CHANGE IN CONSUMER PREFERENCES FROM THE CONVENTIONAL HOT BEVERAGES TO GREEN TEA
R S Jeevitha
Consumers are becoming more conscious and desirous of purchasing environment friendly products i.e. green tea. The present study is an attempt on consumer perception on green tea. The data has been collected from 300 people of different areas. The study is helpful to find out the reasons of drinking Traditional Hot Beverages and the reasons of sudden inclination towards Green Tea.
The study shows how many people have completely moved to Green Tea and who consume both traditional hot beverages & Green Tea. The study attempts to find the main source of information about Green tea among the respondents. Their purchasing behavior and their behavior towards price increase in future. Their frequency of consuming Green Tea in a day. It also gives a broader view of their opinion on effects of Green Tea on blood sugar level and reduction of body weight. The study also reveals the most preferred brand among the few top brands available in India and also the most preferred flavor.
KEYWORDS: Green tea, Traditional Hot Beverages, Brand Preference.