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KMID : 0665420210360030300
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Korean Journal of Food Culture
2021 Volume.36 No. 3 p.300 ~ p.307
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A Study on the Perception and Consumption Behavior of Blended Tea and Siberian Chrysanthemum - Focusing on female college students in their 20’s -
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Lee Ji-O
Na Ye-Seul
Oh Ji-Eun
Cho Mi-Sook
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Abstract
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In this study, consumers’ perception and consumption behavior of blended tea were investigated. Also, consumerperception of Siberian chrysanthemum, consumption behavior, and awareness of efficacy were investigated. As a result ofthe survey, it was confirmed that it was necessary to develop a blended tea with taste and flavor characteristics thatconsumers prefer, having the capability of relieving stress, and preventing cold or respiratory disease. In addition, the degreeof recognition of Siberian chrysanthemum was very low, and the recognition of the efficacy appeared in the order of 'coldrelief' and ‘respiratory disease relief’. Factor analysis results, safety attributes, health attributes, product attributes, marketingattributes, and sensory attributes were factorized into five factors, and after analysis, it was concluded that the sensoryattributes of taste and aftertaste were considered the most important. Consumers surveyed appeared to consume blendedtea for ‘relieving mood or stress relief’, to enjoy the taste, and to prevent cold or respiratory diseases. Siberianchrysanthemum displays efficacy in cold relief and relief of respiratory diseases. Therefore, developing Siberianchrysanthemum as a blended tea could be a practical application that can expand the range of its use, making it morepopular and increase its commercial applications.
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KEYWORD
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Blended tea, perception, consumption behavior, siberian chrysanthemum
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