期刊名称：International Journal of Business Research and Management (IJBRM)
电子版ISSN：2180-2165
出版年度：2012
卷号：3
期号：3
页码：100-112
出版社：Computer Science Journals
摘要：The main purpose of this study is to determine the consumers' perception and attitude toward Tea and Coffee. Total 100 South Korean consumers participated as respondents in this study. Fishbien's Multi-attribute attitude model and t-test were used to measure hypothesis and compare attitude toward Tea and Coffee. Findings indicate that consumer attitudes toward Coffee and Tea differed significantly among consumers in Korea. Consumers had an overall more positive attitude towards Coffee compared with Tea with regards to availability, different flavor, and environment of shop attributes. In contrast, mean value and t-value indicate that there were no significant differences in aspects of freshness, habitual facts, and status, but correlation value indicate that there were some differences with regards to freshness and status. Findings of this study are only related to the consumers from South Korea, study period was September 2010 to January 2012, and maybe it is not generalized to other nationalities or countries. The research hints that the Tea Company should give attention to its marketing strategy on enhancing the attributes of "different flavor", "availability" and \"good environment of shop\". This study fills a gap in the literature on coffee and tea in business research.
关键词：Consumer Attitude; Tea and Coffee; Fishbien's Model; Perceived Quality; Korea.
