Vol. 10, Special Issue 10 (2021)
A study on purchase behaviour of tea among the consumers in Nilgiris district
Akshaya K, Ashok KR, Malarkodi M and Vasanthi R
Tea is the most popular beverage dominating the entire market in terms of revenue, growth and popularity. Demand for tea (especially green tea and herbal tea) is constantly rising due to the shift towards healthy lifestyle and increasing fitness enthusiasts. The objective of this paper is to analyze the factors influencing the purchase of tea in Nilgiris district. The data was collected from 120 respondents and factor analysis was done to identify the factors influencing the purchase behaviour of tea. The result of this study shows that factors like price and promotional factors, on-store influence, availability and sensory factors and product attributes are the major contributors towards purchasing of tea.
How to cite this article:
Akshaya K, Ashok KR, Malarkodi M and Vasanthi R. A study on purchase behaviour of tea among the consumers in Nilgiris district. The Pharma Innovation Journal. 2021; 10(10S): 282-285.