Roofigari Haghighat, S., majd salimi, K., gholami, M. (2018). Investigating the Cognition, Tendency and Behavior of Tea Consumers in Iran (Case Study of Governmental Officers). , 1(1), 1-11.
shiva Roofigari Haghighat; kourosh majd salimi; mehran gholami. "Investigating the Cognition, Tendency and Behavior of Tea Consumers in Iran (Case Study of Governmental Officers)". , 1, 1, 2018, 1-11.
Roofigari Haghighat, S., majd salimi, K., gholami, M. (2018). 'Investigating the Cognition, Tendency and Behavior of Tea Consumers in Iran (Case Study of Governmental Officers)', , 1(1), pp. 1-11.
Roofigari Haghighat, S., majd salimi, K., gholami, M. Investigating the Cognition, Tendency and Behavior of Tea Consumers in Iran (Case Study of Governmental Officers). , 2018; 1(1): 1-11.

Investigating the Cognition, Tendency and Behavior of Tea Consumers in Iran (Case Study of Governmental Officers)

چای و دمنوش های گیاهی
Article 1, Volume 1, Issue 1, September 2018, Pages 1-11    PDF (235 K)
Document Type: Original Article
Authors
shiva Roofigari Haghighat* 1; kourosh majd salimi2; mehran gholami3
1Tea Research Center
2tea research center, lahijan
3Gilan Agricultural and Natural Resources Research and Education Center, Rasht, Iran.
Abstract
The aim of this study is to evaluate consumer acceptance and satisfaction of Iranian tea. The research was a kind of descriptive and correlational studies and the data was gathered by 200 questionnaires in each province of Iran. This study used a survey questionnaire that apparent validity was performed with Cronbach's alpha more than 0.7. Statistical society in this study was government staff in the 31 provincial of country (about 2300000 person) that 3658 individuals were selected using random cluster sampling according of Cokran formoula. The questionnaire and a package of Iranian black tea was given to each member. Black tea was provided by blending of some tea manufacturer produce. In order to analyze the data (statistical software SPSS), the comparative correlation and comparative analyzes were used by Kruskal-Wallis test and Spearman correlation coefficient. The results showed 21.7 percent of people consume Iranian tea. Iranian tea sample was accepted by about 23.9 percent of people. The frequency of people who accepted the appearance and color of tea sample was higher than people who didn’t accept. On the other hand, frequency of people who didn’t accept the aroma and flavor of the tea sample was higher than people who accepted. The important reason of not used Iranian tea was lack of understanding Iranian tea due to its unavailability.
Keywords
Black Tea; Tea Sensory Characteristics; Tea Taking; Consumer Tastes; Accepting Iranian Tea
References
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