Survey on Consumers’ Satisfaction on Tea Drinks

By CnAgri2013-12-25 09:40:02 Print

Tea drink is one of the largest soft drink varieties for consumption quantity in China. China Quality Association and the National Users’ Committee carried out a satisfaction survey on tea drinks consumers in 2013, for the sake of acquiring information on the overall satisfaction level, for tea drink processing companies to make improvement in the future, for supplying information of product features and quality of different brands to consumers and for guiding consumption. The survey chose 11 tea drink brands and interviewed consumers with different consuming characteristics in 29 cities by random telephone number selection. The results indicate the satisfaction level is 69.10 in 2013 (full mark 100).

The survey reflects consumers give high mark to tea drink brand image, at 73.35; the mark for sensual quality and sensual value is close, around 69; the mark on brand faithfulness is low, 64.59; the confidence level on tea drinks safety is 66.32. Among the 11 brands, Wanglaoji, Wahaha, Jiaduobao and Heqizheng are all higher than 70, belonging to satisfied tea drink brands.

The survey indicates tea drink producers should improve the satisfaction level through the following aspects: 

First, to explore the true needs of consumers. Sensual quality is the most important factor that affects the satisfaction level. The SWOT chart shows sensual quality is in the improvement section, indicating tea drink producers urgently need to pay attention to consumers’ need and starting from this, to supply products that can meet the demand and thus to improve the satisfaction level. 

The survey found 45.3% consumers take “taste” as the main reason for choosing tea drink; 13.8% consumers choose a tea drink brand according to the “advertisement degree”; consumers mentioned many times “high price, not regulated”, “too many additives” and “too sweet”. Producers should urgently pay attention to the true needs of consumers for improvement of satisfaction level.

Second, at the matrix analysis for the main factors affecting the satisfaction level, “unique tea fragrance”, “healthy nature of elements”, “purity” and “cost performance” were mentioned lots of times and should be improved in first place. Tea drink producers should actively improve their product quality, while making technical improvement in processing, storage and fragrance keeping, there should be innovation in formula and ingredients.

From “China Soft Drink Market Monthly Report”