Conjoint Analysis to Evaluate the Consumer Preference on Flavoured Tea

Show simple item record Gunarathna, W. A. H. A. Premathilaka, K. G. De Silva, P. D. P. M. Wanniarachchi2, M. 2021-12-22T04:23:34Z 2021-12-22T04:23:34Z 2016
dc.identifier.isbn 9789550481095
dc.description.abstract There is less number of flavoured tea brands in the tea market in Sri Lanka. Mostly value added products are exported to foreign market while exporters do not consider much about the local market. The main reason behind this trend is that exporters do not have information on consumption patterns and their concerns about flavoured tea in local market. Therefore, this study focuses on evaluating consumer preference on different product attributes and identifying other factors that affect consumer preference. The target population was the flavoured tea consumers living in Western Province of Sri Lanka. Sample size is one hundred and fifty consumers. Purposive sampling method was used to select the sample from the population. The factors considered in the study are Product attributes, Age level, Gender, and Income level. Market analysis was conducted by descriptive analysis and by conjoint analysis. The result of the study shows that most of the males prefer to drink flavoured tea than females. Descriptive analysis on age level shows that consumers in 15- 30 age category most prefer to consume flavoured tea. Market analysis also proved that most of the flavoured tea consumers have high income implying that consumers were highly concerned with the value for money. Keywords: Conjoint analysis, Consumer preference, Flavoured tea en_US
dc.language.iso en en_US
dc.publisher Uva Wellassa University of Sri Lanka en_US
dc.subject Tea Industrials en_US
dc.subject Tea Technology en_US
dc.subject Agriculture en_US
dc.subject Export Agriculture en_US
dc.subject Entrepreneurship and management en_US
dc.title Conjoint Analysis to Evaluate the Consumer Preference on Flavoured Tea en_US
dc.title.alternative Research Symposium 2016 en_US
dc.type Other en_US

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