AN ANALYSIS OF CONSUMERS PURCHASING BEHAVIOUR ABOUT GREEN TEA, SPECIFICALLY FOCUSSING ON THE UDHAGAMANDALAM TALUK

Abstract

Green tea consumption has continuously increased in India, as consumers have become more health conscious and choose natural beverages. This study examines consumer purchasing behaviour for green tea in Udhagamandalam Taluk. The goal of the study is to understand consumers knowledge, perception, purchase motivations, preferred brands, frequency of consumption and the important purchase decisions. A structured questionnaire was distributed to respondents in Udhagamandalam Taluk to obtain primary data. This study’s statistical techniques include percentage analysis, a five-point scale and the chi- square test. The results demonstrate that health benefits, taste and preferences, brand image and price which have a big impact on what people decide to buy, with peer recommendations and marketing acting as secondary motivators. Although customers have a generally positive impression, many want to see price, flavour variety, and changes in package. The study suggests that producers and retailers must focus on improving product quality, promotional techniques, and pricing to further boost consumers.