Tea consumers in Russia: habits of tea drinking.

By: “Wissotzky Moments” team

To investigate out target audience’s tastes and habits concerning tea drinking, we have conducted a test marketing research.

We have interviewed 109 respondents 20-50 years old, living in different cities across Russia. The data was analyzed in regard to age and gender of the respondents as well.

A survey contained 3 non-structured and 3 semi-structured questions about tea habits.

The open questions were chosen, because they allow receiving answers not biased by limited number of answers. A small size of sample allows analyzing every single answer.

Other questions contained a number of possible answers to help the respondents understand the main points of the questions, but they were given a right to use answers that were not listed as well.

The respondents were also allowed to give several answers. This also prevented from losing factors that could be #2 importance for them.

The survey contained the following questions:

1) How often do you drink tea?

2) With whom do you drink tea?

3) In what situations do you drink tea?

4) What sort of tea do you drink (black / green / red / white etc).

5) What factors are important for you when you are choosing what tea to buy? (pack / taste / aroma / price / recommendations / brand etc).

6) What tea do you prefer (teabags, leaf tea)?

Analysis of the answers given in a written form allowed to create groups of answers based on the same “idea”. The given answers were divided into groups and then coded.

For example, all given answers on question 1 (How often do you drink tea?) could be divided into the following groups based on the most typical answers:

· Less than 1 time per day

· Every day

· 2-3 times per day

· More than 3 times per day

The distribution of the answers was as following:

The most common frequency of tea drinking is 2-3 times per day (49% of all respondents). 28% drink tea more than 3 times per day and only 4% drink it not every day. 19% respondents stated that they drink it just every day, without pointing out any additional information.

Males are likely to drink tea more often:

Elder people are likely to drink tea more often:

The answers on question 2 (With whom do you drink tea?) were the following:

· Alone

· With family

· With friends

· With colleagues

· Different

Most of the respondents prefer to drink tea alone (38%). 28% drink it with their families, 21% - with their friends. Less likely is drinking tea with colleagues – only 9% prefer it.

Females are more likely to drink tea alone than males.

The answers on question 3 (In what situations do you drink tea?) were:

· Always

· For food/ to drink

· Coffee substitute

· Cheerfulness

· Health

· Tradition

· Mood

· Communication

· Simultaneously with other actions

The last answer (simultaneously with other actions) consists of: “When I’m working”, “At work, instead of having a cigarette”, “When I’m getting tired of doing things and need a minute to relax or need to spend time some way”, “In the office”, “In the morning before going to work, tea breaks at work, after dinner, and, the most often – just when I’m working on my PC”, “When I make breaks”, “Working on PC”, “At home with my nice laptop”, “When I’m studying at home”.

28% of respondents stated, that they drink tea when they are thirsty or when they are eating something. 22% drink tea with other people and communicate. 13% drink it when they are doing something else: working, studying etc. 8% need tea to make a special mood, 7% drink tea to wake up. Only 3% prefer tea to feel better or when they don’t have coffee.

Question 4 (What sort of tea do you drink (black / green / red / white etc) had such answers:

· Black

· Green

· Fruit

· Red

· With aromatisation

Question 5 (What factors are important for you when you are choosing what tea to buy? (pack / taste / aroma / price / recommendations / brand etc) has given the following answers:

· Taste

· Price

· Smell

· Sort

· Recommendations

· Pack

· Healthiness

The main factor that influences the customers’ choice is taste (38%). For 25% smell is also important. Price is important for only 12% and brand is a main factor for 8%.

And the last question (What tea do you prefer (teabags, leaf tea)?) gave the following typical answers:

· Teabags

· Leaf tea

· I love leaf tea, but use teabags

The majority of respondents like leaf tea.

Leaf tea is comparatively more popular between females, and teabags are used by males more often.

Дата добавления: 2015-11-16