Analysis of Blend Tea Product Affecting Consumer Satisfaction

Abstract

This article aimed (1) to study the characteristics and behavior of consumer groups, and (2) to analyze the characteristics of tea blend products that affect the satisfaction of each consumer group. This research is quantitative research. The data was collected by using questionnaire from a group of consumers who had a habit of drinking and buying tea for consumption in Bangkok analyzing consumer segmentation using cluster analysis and satisfaction analysis using conjoint analysis. The result of the study found that consumer groups can be divided into 2 groups: The first group of 159 consumers, consisting of females more than males, with an average age of 38 years, an average income of 47,100 baht per month, with the highest education being at a bachelor's degree and working as a civil servant/Mainly government officials/employees as for consumption behavior, the frequency of consumption is 3 times a week and the frequency of purchase is 2 times a month, which in the past 6 months, most of this group of consumers drink blends tea the most. By the purpose of drinking tea, most will drink to maintain health. The second group of 259 consumers consisted of females more than males, with an average age of 29 years, an average income of 19,652 baht per month and has the highest education at a bachelor's degree and mainly works as a company employee/private employee as for consumption behavior, the consumption frequency is 3 times a week and the average purchase frequency is 1 time per month. In the past 6 months, most of this group of consumers prefer to drink single origin tea. For the purpose that they choose to drink tea, most will drink it because they like the taste. For considering the satisfaction value of each feature set, it was found that Consumer group 1 and consumer group 2 were the most satisfied with feature set 2 (consisting of the shape of a paper box packaging, Blend tea recipe: tea + dried flowers, packaged in ready-to-brew tea bags and price 200 baht/100 grams).