Brewing the perfect cup: Understanding consumer preferences for attributes of packed tea.

Tea is a typical beverage that has been consumed worldwide. A large number of brands of this beverage are available in the market. This study looked into the consumer preference for the attributes of selected, packed tea products available in the market. The study focused on attributes such as brand, price, strength and tea package. Conjoint analysis with an orthogonal design assessed consumer preference for different tea brands. The results showed that packaging was the attribute most preferred by the consumers (importance score of 36.083), followed by the brand of the Tea (31.084) and the strength of the Tea (21.518). The least preferred attribute was the price of the branded Tea. Further, the findings also revealed optimum attribute combination among the existing tea products in the market. The results of this study will be helpful to tea growers and will significantly advance research on beverages. [ABSTRACT FROM AUTHOR]