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A Study of the Consumer's Purchase Behavior and Willingness-to-Pay on Flower Tea

꽃차의 소비자 구매 행태 및 지불의사에 대한 연구

  • Yang, Sung-Bum (Dept. of Environmental and Resource Economics, Dankook University) ;
  • Lee, Seog-Won (Dept. of Food and Nutrition, Yuhan College)
  • 양성범 (단국대학교 환경자원경제학과) ;
  • 이석원 (유한대학교 식품영양과)
  • Received : 2013.05.13
  • Accepted : 2013.06.04
  • Published : 2013.06.30

Abstract

The objective of this study is to propose the motivation of the analysis on consumer's purchase behavior and willingness-to-pay for flower tea. Therefore, we survey the purchase behaviors on flower teas as compared with leaf teas such as green teas. We also analyze the willingness to purchase and pay for such teas. The reasons for consuming flower teas are 'flavor', 'beauty/diet', 'health', consecutively. Consumers prioritize 'safety', 'quality', 'price', and 'design' when purchasing flower teas. Nevertheless, it is also essential to consider 'flavor' as a quality factor. It is necessary to differentiate the process and marketing strategies for the development of flower teas.

Acknowledgement

Supported by : 농림수산식품부

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