Analysis of Chinese Tea Consumption and Consumer Behavior

Sokagnna Tiv

Bachelor's thesis

Abstract:

Tea, as the second most favorite non-alcoholic beverage after water, is loved by the public regardless of ages or genders in China. Tea has increasing became very active in the Chinese market and it also gains many attentions from across the globe. China tea and tea-based beverages market is estimated to be valued at approximately USD $11.6 billion in 2018, which accounts for around 22% of the global tea market (USD $52 billion). This shows how much influence Chinese tea plays a vital role in the world’s tea market. The objective of this thesis is to provide readers the analysis of tea consumption in China and what factors influence the consumer behaviors of tea. In the literature review, history, legends, and classification related to tea are mentioned. Furthermore, factors that affect the consumer preferences are discussed too. Based on the theoretical information, a questionnaire was created and sent to respondents, and in the methodology, a brief overview of Chinese tea market as well as the evaluations of survey will be provided there. The data obtained from this survey will be then used in the contingency tables to analyze if there are any dependencies between two variables. SAS Studio will be needed to analyze this data. Then we will know if the hypotheses are accepted or rejected based on the results of p-value.

Keywords

Consumer preferences, Tea Consumption, Chinese tea market, Contingency table, p-value

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 15. 3. 2021

Obhajoba závěrečné práce

• Vedúci: Ing. Lenka Rumánková, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / odbor:
Economics Policy and Administration / Business Administration