Consumer Preference and Product Differentiation in the Chinese Tea Market: A Conjoint Analysis Approach
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Keywords
consumer preference, conjoint analysis, product differentiation, utility value, tea market
Abstract
As tea consumption in China continues to diversify, understanding the key factors influencing consumer preferences is essential for effective market positioning. This study employs a conjoint analysis approach to evaluate the relative importance of product attributes in tea purchasing decisions. A structured online survey of 325 respondents assessed preferences across four attributes: tea type, brand, packaging, and price. Using SPSS’s orthogonal design, nine product profiles were generated and ranked. Linear regression was applied to estimate part-worth utilities, yielding a strong predictive fit (Pearson’s R = 0.992). Results indicate that tea type has the greatest impact on consumer choice, with green tea and the Bama brand being most preferred. Large bag packaging was also favored, while price showed the lowest relative importance. Despite limitations such as sampling bias and restricted attribute levels, the findings offer actionable insights for product development and differentiated marketing strategies. This study contributes to the empirical understanding of consumer behavior in the evolving Chinese tea market.
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