大学生冲泡茶消费行为研究

Tea Consumption of Collegians

以福建地区高校大学生为样本数据,从饮用和购买两个角度对大学生冲泡茶消费情况进行分析,并通过冲泡茶饮用者与非饮用者的对比研究,全面的认识当代大学生的冲泡茶消费。研究结论显示,大学生饮用冲泡茶与不饮用冲泡茶的原因并不一致,大学生冲泡茶的饮用和购买行为存在一定程度的分离,大学生购买冲泡茶的价位分布在饮茶者和非饮茶者中存在一定的差异。因此,针对大学生冲泡茶的消费特点,需要加快冲泡茶品饮流程的改革和再造,以符合当代年轻人快捷、方便的冲泡茶消费需求。

A survey on tea consumption of the students at the universities in Fujian was conducted. The data were analyzed to decipher the students’ tea-drinking and purchasing patterns. Data on the tea drinkers and non-drinkers were separated for the statistical analysis. The results showed that the reasons for students’ deciding to drink or not varied, their drinking and purchasing motivations differed, and the acceptable prices for purchasing tea diverged. The marketing survey provided clues for the tea industry in its R＆D to meet the demand of the young consumers attending colleges.