A comparative study of the interests and reasons of consumers' tendency towards Iranian and foreign tea

Document Type : Research Paper

Authors

1 Assistant Professor of Management, Department of Management and Economics, Faculty of Humanities and Social Sciences, Golestan University, Gorgan. Iran

2 Assistant Professor of Management, Department of Management and Economics, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran.

10.22034/cbsj.2024.63319

Abstract

Iran is one of the major producer and consumer of tea, this product has played a crucial role in the livelihoods of the Northern region and has a special place in Iranian and household consumption basket. The aim of the current research is to identify the reasons for consuming Iranian and foreign tea from the consumers' point of view using a holistic marketing approach and a comparative study of the reasons for consuming these two types of tea. Accordingly, the aim of the present study was exploratory and mixed type and the result is appliedIn the first stage of the research, using a qualitative approach (content analysis), using theoretical and targeted sampling, the opinions of the statistical community of the research, including Iranian and foreign tea consumers, were received through 29 in-depth interviews that the analysis of the data led to the identification of six and eight concepts respectively as reasons for consuming Iranian and foreign tea. In the second stage of the research, the opinions of 15 experts and experts were collected using theoretical sampling and through a questionnaire, and using the structural-interpretive modeling approach, conceptual models of the reasons for domestic and foreign tea consumption were drawn, and solutions for better marketing of Iranian tea were suggested. The results showed that the concepts of safety, health and medical properties and advertising and marketing on the part of domestic and foreign tea consumption are key reasons.

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Main Subjects

Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 01 July 2024

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