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http://dx.doi.org/10.9799/ksfan.2013.26.2.295

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

Yang, Sung-Bum (Dept. of Environmental and Resource Economics, Dankook University)
Lee, Seog-Won (Dept. of Food and Nutrition, Yuhan College)
Publication Information
The Korean Journal of Food And Nutrition / v.26, no.2, 2013 , pp. 295-300 More about this Journal
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.
Keywords
flower teas; purchase behavior; willingness-to-pay;
Citations & Related Records
Times Cited By KSCI : 13  (Citation Analysis)
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