From Aroma to Promotions: Factors Influencing Consumer Choice of Tea Brands
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The wide variety of brands and flavors available makes consumers carefully consider their choices before buying tea bags.
This aligns with the results of a survey by Kurious from the Katadata Insight Center (KIC). The main consideration is a fragrant aroma, chosen by 81.1% of respondents.
Other considerations include a pleasant taste, selected by 68.7% of respondents. Easy availability in shopping centers was also a preference for 83.6% of respondents.
Price is also a key factor for potential buyers. 62.7% of respondents preferred tea bags with affordable prices.
Visual appearance, specifically the color of the tea, was also considered by 49.1% of respondents. The remaining considerations are included in the graph and points below.
This survey presented multiple options, allowing respondents to select more than one answer. Of 622 respondents, 550 completed the survey on tea bag selection considerations. Demographically, respondents consisted of 50.2% male and 49.8% female.
Data was collected via computer-assisted web interview (CAWI) from March 17-24, 2023. The margin of error (MoE) is 3.92% with a 95% confidence level.
The following are the proportions of respondent considerations in choosing a tea bag brand:
* Fragrant aroma: 81.1% of total respondents
* Pleasant taste: 68.7%
* Easy to find in shopping centers: 63.6%
* Affordable price: 62.7%
* Suitable tea color: 49.1%
* Widely consumed: 31.8%
* Variety of flavors: 24.9%
* Good reviews: 22.4%
* Many promotions: 14%
* Other: 4.2%
(Also read: Sariwangi is the Most Consumed Tea Bag in Indonesia During Ramadan)
"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."
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