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Consumer preferences towards Japanese green teas among Taiwanese young people
|關鍵字:||日本綠茶;茶味覺測試;茶消費偏好;台灣銷售市場;出口策略;支付意願;Japanese Green Tea;Tea Taste Test;Tea Consumption Preference;Taiwan Market;Exporting Strategy;Willingness to Pay||引用:||Accent. (2010). Review of Stated Preference and Willingness to Pay Methods. Adhami, V. M., Ahmad, N., & Mukhtar, H. (2003). Molecular targets for green tea in prostate cancer prevention. The Journal of nutrition, 133(7), 2417S-2424S. Ali, H. H., & Nauges, C. (2007). The pricing of experience goods: the example of en primeur wine. american Journal of agricultural Economics, 89(1), 91-103. Anderson, S. E. (2011). Polyphenol and Caffeine Concentrations Found in Lipton®. Month. Arab, L., Liu, W., & Elashoff, D. (2009). Green and black tea consumption and risk of stroke a meta-analysis. Stroke, 40(5), 1786-1792. Binns, C. W., Lee, A. H., & Fraser, M. L. (2008). Tea or coffee? A case study on evidence for dietary advice. Public health nutrition, 11(11), 1132-1141. Boland, M., & Schroeder, T. (2002). 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茶是台灣非常具有經濟價值的農業作物，並且已經成功地在台灣本土培育120餘年。雖然台灣的茶葉總產量正在逐年遞減，茶葉的人均消費量卻穩定上升。這樣的現象暗示著台灣正大量的進口茶葉以滿足本地需求。在過去的15年裡，所有進口的茶葉品項中，綠茶的需求量有最顯著的攀升。而這樣的趨勢為日本綠茶在台灣行銷帶來一個難能可貴的機會。由於年輕族群是未來的潛在消費群，本篇研究將會著重於調查台灣年輕人對日本綠茶的消費偏好。此篇研究針對國立中興大學的學生們進行味覺測試，並使用問卷形式記錄。問卷發放於2015年12月16日至25日，共有237位受試者。在味覺測試中，我們採用日本靜岡大學所提供的四種茶，分別為茶包、南觀茶、紅富茶以及茶粉。經過此次問卷調查，我們發現茶的確是受試者最為喜愛的飲品，因為其口感與味道相比其他飲品更佳。在測試的四種茶之中，受試者對南觀茶最為滿意，由於南觀茶的口感、香氣、茶色等因素，以及它的味道為受試者所熟悉。並且，受試者對於南觀茶的支付意願為最高。此外，我們也觀察到來自南部地區的受試者對於茶粉的支付意願遠高於其他地區的受試者。此篇研究發現受試者的支付意願(Willingness to Pay, WTP)和茶葉的香氣、甜度以及滑順度有著相當的關係。總結，日本的綠茶樣品，尤其是茶葉在台灣茶市場相當具備競爭力。
Tea is a valuable drink in Taiwan which has been cultivated successfully for more than 120 years until now. However, tea production in Taiwan is actually decreasing while tea consumption per capita in Taiwan is stably increasing. This means that Taiwan imports a high volume of tea to meet high domestic demand. In addition, the imported quantities of teas including green tea have been increasing significantly for the last fifteen years. This increasing trend for green tea consumption provides a great opportunity for Japanese green tea to be marketed in Taiwan. Since younger people are potential customers in the future, this study investigated Japanese green tea consumption preference among young people in Taiwan. The research was conducted using taste tests on the NCHU students, aged between 18-30 years as well as using questionnaire based surveys which were collected 237 answered questionnaires from December 16th to 25th, 2015. Four Japanese green tea samples including tea bag, Minami-sayaka, Beni-fuuki and powder tea were used in this study supported by University of Shizuoka, Japan. The findings show that tea was the most preferred beverage for respondents and taste was the main reason for choosing tea as their beverage. They preferred Minami-sayaka the most because they were satisfied with all of its attributes and also because it tasted similar to tea that they were familiar with. Also, it had the highest willingness to pay for among the four tea samples. Respondents from the southern part willingness to pay for tea powder are significantly different from participants from the central part of Taiwan. Respondents attach importance to aroma, sweetness and smoothness attributes for their willingness to pay. In conclusion, Japanese green tea samples especially tea leaf samples have the potential in the Taiwan tea market.
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