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KMID : 0665220130260020295
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Korean Journal of Food and Nutrition
2013 Volume.26 No. 2 p.295 ~ p.300
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A Study of the Consumer’s Purchase Behavior and Willingness-to-Pay on Flower Tea
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Yang Sung-Bum
Lee Seog-Won
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Abstract
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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.
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KEYWORD
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flower teas, purchase behavior, willingness-to-pay
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