The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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A Study on the USA and Japan Consumer's Perception of the Korean Flower Tea and Their Willingness-to-Pay for It

국산 꽃차에 대한 미국과 일본의 소비자인식 및 지불의사에 대한 연구

  • Lee, Seog-Won (Dept. of Culinary Arts and Food Service Management, Yuhan University) ;
  • Yang, Sung-Bum (Dept. of Environmental and Resource Economics, Dankook University)
  • 이석원 (유한대학교 외식조리경영과) ;
  • 양성범 (단국대학교 환경자원경제학과)
  • Received : 2014.05.08
  • Accepted : 2014.06.05
  • Published : 2014.06.30
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Abstract

The objective of this study is to propose an export strategy due to an analysis of USA and Japan consumer's perception and willingness-to-pay for flower tea. For that, we conducted a survey on the consumer's perception on flower tea compared with leaf tea such as green tea. We also analyzed the willingness to purchase and pay for it. The reasons of drinking of flower tea for USA consumer are 'flavor'-followed by 'taste', and for Japanese consumer 'relaxation'-followed by 'flavor' in order. Both of them consider 'quality', 'safety'- and 'origin' in order when they purchase flower tea. USA consumers have a willingness-to-pay of about 8.3% and Japanese consumers have a willingness-to-pay of about 29.1%. Based on those results, it is necessary to differentiate the process and marketing strategies for the export of flower tea.

Keywords

References

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