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Perceived Quality and Attitude Toward Tea & Coffee by Consumers

Author

Listed:
  • Islam Md. Monirul

    (Chonnam National University, South Korea)

  • Jang Hui Han

    (Chonnam National University, South Korea)

Abstract

The main purpose of this study is to determine the consumers’ perception and attitude toward Tea and Coffee. Total 100 South Korean consumers participated as respondents in this study. Fishbien’s Multi-attribute attitude model and t-test were used to measure hypothesis and compare attitude toward Tea and Coffee. Findings indicate that consumer attitudes toward Coffee and Tea differed significantly among consumers in Korea. Consumers had an overall more positive attitude towards Coffee compared with Tea with regards to availability, different flavor, and environment of shop attributes. In contrast, mean value and t-value indicate that there were no significant differences in aspects of freshness, habitual facts, and status, but correlation value indicate that there were some differences with regards to freshness and status. Findings of this study are only related to the consumers from South Korea, study period was September 2010 to January 2012, and maybe it is not generalized to other nationalities or countries. The research hints that the Tea Company should give attention to its marketing strategy on enhancing the attributes of “different flavor”, “availability” and \"good environment of shop\". This study fills a gap in the literature on coffee and tea in business research.

Suggested Citation

  • Islam Md. Monirul & Jang Hui Han, 2012. "Perceived Quality and Attitude Toward Tea & Coffee by Consumers," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 3(3), pages 100-112, June.
    • Handle: RePEc:aml:intbrm:v:3:y:2012:i:3:p:100-112
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    References listed on IDEAS

    as
    1. Hjorth-Andersen, Chr, 1984. "The Concept of Quality and the Efficiency of Markets for Consumer Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(2), pages 708-718, September.
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    Cited by:

    1. Jong-Sheng Horng & Jih-Shyong Lin, 2014. "Comparison on ads or not? Influence of Referent on Advertising Effectiveness," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 5(5), pages 72-80, September.
    2. Hojatollah Vahdati & Najmedin Mousavi & Zohre Mokhtari Tajik, 2015. "The Study of Consumer Perception on Corporate Social Responsibility towards Consumers Attitude and Purchase Behavior," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 5(5), pages 831-845, May.

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    More about this item

    Keywords

    Consumer Attitude; Tea and Coffee; Fishbien’s Model; Perceived Quality; Korea.;
    All these keywords.

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General

    Statistics

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