Browse > Article
http://dx.doi.org/10.9799/ksfan.2014.27.3.421

A Study on the USA and Japan Consumer's Perception of the Korean Flower Tea and Their Willingness-to-Pay for It  

Lee, Seog-Won (Dept. of Culinary Arts and Food Service Management, Yuhan University)
Yang, Sung-Bum (Dept. of Environmental and Resource Economics, Dankook University)
Publication Information
The Korean Journal of Food And Nutrition / v.27, no.3, 2014 , pp. 421-426 More about this Journal
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
USA and Japan consumer; flower tea; perception; willingness-to-pay;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
연도 인용수 순위
1 Norihiko T, Yoshiyuki T, Atsushi N, Toshio H. 2001. Anthocyanins from red flower tea (Benibana-cha) and Camellia sinensis. Phytochemistry 56:359-361   DOI   ScienceOn
2 Park SS, Suh HJ, Jung EY, Park JD, Choi J, Yang SB. 2011. Study on the hierarchical weight of quality evaluating factors by consumer's perception for green tea quality grading. J Kor Tea Soc 17:29-37
3 Park YJ, Park HB, Jeong JH, Yoo YK, Cho JY, Jang HG, Heo BG. 2005. Analysis of tea associated patent informations for the developing of flower tea. J Kor Flower Res Soc 13:313-320
4 Shin MK, Han SH. 2005. Effects of water extracts green tea scented with lotus Nelumbo nucifera Gaertner flower on serum lipid concentrations in rats fed high fat. J East Asian Soc Dietary Life 15:57-64   과학기술학회마을
5 Yang SB, Lee SW. 2013. A study of the consumer's purchase behavior and willingness-to-pay on flower tea. Korean J Food & Nutr 26:295-300   과학기술학회마을   DOI   ScienceOn
6 Choi SH, Im S, Bae JE. 2006. Analysis of aroma components from flower tea of German chamomile and Chrysanthemum boreale Makino. Korean J Food Cookery Sci 22:768-773   과학기술학회마을
7 Han YS, Kang SJ, Pack SA, Lee SS, Song HJ. 2011. Antibacterial activities of flower tea extracts against oral bacteria. Korean J Food Cookery Sci 27:21-28   과학기술학회마을
8 Yu JS, Woo KS, Hwang IG, Chang YD, Jeong JH, Lee CH, Joeng HS. 2008. Quality characteristics of Chrysanthemum indicum L. flower tea in relation to the number of pan-firing. J Korean Soc Food Sci Nutr 37:647-652   과학기술학회마을   DOI
9 Kim KH, Park SS. 2009. A study on the perception and preference for flower tea. J Kor Tea Soc 15:47-57
10 Kim YD, Jeong MH, Koo IR, Cho IK, Kwak SH, Na R, Kim KJ. 2006. Analysis of volatile compounds of Prunus mume flower and optimum extraction conditions of Prunus mume flower tea. Korean J Food Preserv 13:180-185   과학기술학회마을
11 Lee MH, Lee JS, Yang HC. 2008. ${\alpha}$-Amylase inhibitory activity of flower and leaf extracts from buckwheat (Fagopyrum esculentum). J Korean Soc Food Sci Nutr 37:42-47   과학기술학회마을   DOI
12 Lee SY, Hwang EJ, Kim GH, Choi YB, Lim CY, Kim SM. 2005. Antifungal and antioxidant activities of extracts from leaves and flowers of Camellia japonica L. Korean J Medicinal Crop Sci 13:93-100   과학기술학회마을
13 Nho JW, Hwang IG, Joung EM, Kim HY, Chang SJ, Jeong HS. 2009. Biological activities of Magnolia denudata Desr. flower extracts. J Korean Soc Food Sci Nutr 38:1478-1484   과학기술학회마을   DOI
14 Yoshikawa M, Wang T, Sugimoto S, Nakamura S, Nagatomo A, Matsuda H, Harima S. 2008. Functional saponins in tea flower: gastroprotective and hypoglycemic effects of floratheasaponins and qualitative and quantitative analysis using HPLC. Yakugaku Zasshi 128:141-151   DOI   ScienceOn