Factor Influencing Tea Consumer Behavior in China A Case Study of Fujian Province

บทคัดย่อ

The purpose of this study is to identify the factors that influence consumer behavior toward Tea and provide recommendations for its development and marketing. The independent factors were Brand Healthiness, Perceived culture, Pecuniary condition, Education, and Price.The total sample size of 400 respondents was collected using the survey questionnaire in China: A Case Study of Fujian Province. Multiple Regression Analysis was applied to analyze the data.

The research results indicate that price, education, perceived culture, healthiness, and pecuniary condition positively impact consumer behavior towards  tea.