Consumer Purchase intention towards Tea Brands – A Study of the North-Eastern region in India

Abstract

This paper focuses on consumer purchase intention towards Tea Brands within the North-Eastern region of India. The North-Eastern states of India include eight states, Assam, Arunachal Pradesh, Meghalaya, Mizoram, Manipur, Nagaland, Tripura and Sikkim. Tea is considered as the regular ordinary drinks which are served worldwide. Tea is also a huge part of Indian common households. India accounts for a significant portion across the global tea production of the world. Between 2010-2018, India observed a rise in tea production and consumption by consumers. The beverage industry in India has observed a remarkable change in the early years. The beverage industry has experienced a slight falling trend in 2018 and 2019. By comparing the first 6 months of 2018 and 2019, it can be seen that major parts of North-Eastern region of India witnessed a huge growth of tea production during that period. Consumer Purchase is the end result of various preferences, attributes, intentions and decisions of consumers before purchasing a product at the marketplace. Generally, consumer purchase intention gets influenced by many factors (cultural, social, psychological and demographics) which influence a buyer’s decision. Samples of 1095 respondents were collected to understand and analyse the behaviour of the consumer towards tea and their consumption habits using from different demographics. Profiling the choice of tea by their decision of consumer inclinations gives more significant approaches to distinguish and comprehend different consumer sections and to focus on each section with more well-developed marketing strategies.