CONJOINT ANALYSIS FOR EVALUATE THE CONSUMER PREFERENCE ON READY TO DRINK TEA

Abstract

The estimation of the consumer preference on ready to drink tea is an essential requirement for current Sri Lankan tea industry, because it is the current trend that bulk tea exportation is being converted to value added forms due to high customer orientation. Among value additions to tea, ready to drink (RTD) tea is one of the excellent products which emerge with modern tea consumer. Therefore industry must be able to determine the values and requirements of their existing and potential customers on these products. Hence, it is important for the Sri Lankan tea Industry to develop and validate a diverse array of metrics to comprehensively capture the attitudes and feelings of modern tea consumers. Therefore, a this study attempts to examine the role and product attributes of RTD tea in satisfying the customer. This was done using a conjoint analysis of consumer preferences based on data, collected from 348 consumers. Results indicate that the most important attributes which affect consumers are price and availability of RTD tea.

Keywords: Consumer Preference, Ready to Drink Tea, Conjoint Analysis

For full Paper: fmscresearch@sjp.ac.lk