Survey on consumer attitudes on indicating product information of Japanese tea and discussion

Abstract

In order to gain insight into information expected by consumers purchasing Japanese tea products, the need for information related to preference, and methods for providing such information, an online survey of consumers in Japan was performed. The questionnaire results disclosed that consumers regarded quality as the most important factor in purchasing leaf-type tea as a whole, although price was considered a point of focus depending on gender and age. Indication of tea quality information was expected on packages, such as sensory information including tastes or flavors. Survey answers about quality information displayed on bottled green tea drinks were similar to the results for leaf-type tea. Indicating sensory information appeared to be effective for consumers at tea shops, department stores, and mail-order services for buying tea products, because such consumers had much interest in quality information and high expectations for its indication. On the other hand, supermarket users had a propensity for a lower interest in tea and its quality compared to the users of tea shops, department stores, and mail-order services. Therefore, arousing interest in Japanese teas through education might be needed to enhance the effect of quality indication in supermarkets. Because understandability of the indication methods depends on the focus of the consumer's interest, it is difficult to satisfy the requests of all people by a single indication mode. However, if a target consumer group is specified, further benefits of quality indication can be obtained by suiting the indication mode to the majority of consumers.