%0 Journal Article
%T Perceived Quality and Attitude Toward Tea & Coffee by Consumers
%A Islam Md. Monirul
%A Jang Hui Han
%A PhD.
%J International Journal of Business Research and Management
%D 2012
%I Computer Science Journals
%X The main purpose of this study is to determine the consumers¡¯ perception and attitude towardTea 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 compareattitude toward Tea and Coffee. Findings indicate that consumer attitudes toward Coffee and Teadiffered significantly among consumers in Korea. Consumers had an overall more positiveattitude towards Coffee compared with Tea with regards to availability, different flavor, andenvironment of shop attributes. In contrast, mean value and t-value indicate that there were nosignificant differences in aspects of freshness, habitual facts, and status, but correlation valueindicate that there were some differences with regards to freshness and status. Findings of thisstudy are only related to the consumers from South Korea, study period was September 2010 toJanuary 2012, and maybe it is not generalized to other nationalities or countries. The researchhints that the Tea Company should give attention to its marketing strategy on enhancing theattributes of ¡°different flavor¡±, ¡°availability¡± and "good environment of shop". This study fills a gapin the literature on coffee and tea in business research.
%K Consumer Attitude
%K Tea and Coffee
%K Fishbien¡¯s Model
%K Perceived Quality
%K Korea
%U http://cscjournals.org/csc/manuscript/Journals/IJBRM/volume3/Issue3/IJBRM-90.pdf