See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/357291311

ASTUDY OF CONSUMPTION PATTERN AND YOUNGSTER PREFERENCES FOR

TEA

Article · December 2021

CITATIONS READS

0 1,400

2 authors, including:

Chanchala Jain
PIMR
12 PUBLICATIONS 2 CITATIONS

SEE PROFILE

All content following this page was uploaded by Chanchala Jain on 24 December 2021.

The user has requested enhancement of the downloaded file.

JOURNAL OF EDUCATION: RABINDRA BHARATI UNIVERSITY
ISSN : 0972-7175
ASTUDY OF CONSUMPTION PATTERN AND YOUNGSTER PREFERENCES FOR TEA
DURING COVID-19 WITH SPECIAL REFERENCE TO INDORE

Dr.Shail Shri Sharma, Assistant Professor, Prestige Institute of Management and Research, Indore,
Dr. Chanchala Jain, Assistant Professor, Prestige Institute of Management and Research, Indore,
Ms. Aditi Gayakwad Research Associate, Prestige Institute of Management and Research, Indore,
Mr. Mohak Khabya Research Scholar, Prestige Institute of Management and Research, Indore

Abstract:
The present pandemic situation prevailing in all around the globe is difficult and thinkable. Every
country is trying to cope up with the situation.India is also one of them, which is the country of
various cultures and diversity. With its diverse climate changes, large number of population and
limited healthcare services it is maintaining to survive brilliantly in the present scenario with its
power mantras such as Yoga, herbs, spices and ayurved.Tea along with herbs such as Tulsi, Mint and
other ingredients viz. Pepper, lemon, dry ginger powder, clove, cardamom, liquorice etc. is making it
the health drink. Thus, tea is not restricted to daily drink these days. Yes, because of Corona attack
on human bodies, now people are wondering for the solutions to make their body resistive, immune
and strong. Tea is becoming one of the preferences of people these days because of its special added
ingredients. Especially in India where people are found to be tea lover and have it for its taste but
now Indians are considering tea as health drink. Along with India, rest of the world has also started
accepting tea and started looking at it as health drink.As of 2019, India was the second
largest tea producer in the world with production of 1,339.70 million kilograms. Majorly Assam,
West Bengal and Tamil Nadu are the states which are producing tea in India. There are various
brands such as TajMahal, Red Labels, Lipton and many local brands are well placed in Indian
market. Present study is an attempt to study the perception change of youngster towards tea during
COVID-19. For the purpose 153 youngsters were selected purposefully by purposive non-sampling
method.The results summarizes male and female respondents have significant differences in the
opinion for price consideration while buying tea but there is no significant difference was found for
loyalty towards tea brands between male and female respondents. The study proposed a model for
satisfaction for tea brands based on some variables such as consumption patternsfor tea,
ethnocentrism aspect and health and nutritional value in tea brands. The model was an observation
during the COVID-19 pandemic and also literature review is available which support variables
considered in model.
Keywords: Tea consumption, Brand Choice, Ethnocentrism, Health / healthcare, Consumption
patterns, Covid-19.

Introduction
Consumption of Tea has always been a social and more of a habitual concept for most of the Indian
consumers. It plays a very vital role in the national economy through export earning, trade balancing
and as well as in employment generation. It produces 2% of world production and exports 3% of
world export. It is providing direct employment to about 0.11 million ethnic minority people, 50% of
whom are women and their civic needs and amenities are provided by the industry free of cost along
with about 0.4 million dependents of the permanent workers. Furthermore, another 0.6 million
people are also dependent on tea in its export, packing, broking and local trade, supporting factories
and workshops chest manufacturing and transport industry etc. It gives 200 million takes as interest
against production and development loan from the tea industry.
Tea is becoming one of the preferences of people these days because of its special added ingredients.
Especially in India where people are found to be tea lover and have it for its taste but now Indians are
considering tea as health drink. Along with India, rest of the world has also started accepting tea and
started looking at it as health drink. As of 2019, India was the second largest tea producer in the
world with production of 1,339.70 million kilograms. Majorly Assam, West Bengal and Tamil
Nadu are the states which are producing tea in India. There are various brands such as TajMahal,
Vol. : XXIII, No. :12(V), 2021 133
JOURNAL OF EDUCATION: RABINDRA BHARATI UNIVERSITY
ISSN : 0972-7175
Red Labels, Lipton, Apsaraand many local brands are well placed in Indian market. Present study is
an attempt to study the consumption pattern/perception and change in youngster’s preference
towards tea during COVID-19.
It is wise to take a survey to get a perspective of which brand or product the consumers are more
inclined toduring COVID-19. It is the first step towards identifying where a product lags, what its
best aspect is and where it lays at with competition other brands. There is no secret that 80% of the
world’s population drinks tea. This aromatic beverage is considered as a quick fix to relieve the body
from stress, relax the mind from anxiety and leave people refreshed. This antioxidant drink is
supposed to prevent the body from getting its own version of rust and reduces the risk rate of heart
attack and stroke. Some studies prove that tea helps lose weight and helps to protect bones as well.
‘These are the health benefits and medicinal qualities which motivates customer during tough
time i.e. COVID-19 to take in their daily routine. It works as an immunity booster. It is
advisable that ingredients such as clove, mint, black pepper, ginger are the best source to
increase the immunity and work as nutritional value as well.
In this study the consumer buying pattern and preference towards selected tea brand is assessed. The
tea is the most common thing which is utilized by most of the Indian customer. So the preference of
customer towards selected tea is measured during COVID -19.According to many researches which
have been conducted earlier that ‘The Epigallocatechingallate (EGCG) is plants which is amalgam
and facilitate to trim downswelling also helps to cure brain, heart and other related disease;which is
found in green tea and very helpful to treat COVID 19. Many medical practitioners advised during
pandemic (COVID 19)situation if people will consume hot water, beverages and warm food, it can
work as preventive measures as well.Hence, in India Kaadha’i.e. rich in natural ingredients (clove,
mint, black pepper, ginger, ayurvedic plants and herbs etc.)and tea comes on top priority because it
has all the natural ingredients which helps to cure any viral disease and work as immunity booster
and help out to maintain stable temperate of consumer as well.
Branded tea market accounted for more than half of the total market and it increased at a growth rate
of about 20 per cent. Packet tea market had highly proliferated and became a matured market with
more than 300 brands in the country. Creating effective communication with consumers had been
one of the most important facts of marketing. Analyzing the buying, consumption behavior and
preferences are an imperative process in designing the marketing program of a product. Various
aspects such as the most favorite beverage, frequency of tea consumption, consumer awareness and
preference towards tea brands available in Indore were covered in this study. The Purpose of the
research can be highlighted under these categories such as- adding some knowledge to the existing
literature, providing information about consumer preferences towards Tea in Indore and showing
their buying behaviour.

Review of Literature:
Singh et al.(2021) concluded that use of spices and herbs plays an important role against viral
infections. They have also analyzed cinnamon, black pepper, basil, turmeric played vital role against
SARS-COV-2 (COVID-19). Indian spices and herbs are mostly preferred because of its medicinal
propertiesand taste which contains antiviral, antimicrobial, antioxidant, and immunity‐boosting
properties and also helps to prevent viral diseases.
Jang et al (2021) observed in his research that Epigallocatechingallate (EGCG) which helps to
decrease Corona virus transmissions and production. EGCG is present in catechin and in green tea
polyphenol as well. EGCG were evaluated level of corona virus RNA by RT-PCR quantitatively. RD
cells were treated with mock or EGCG are infected with corona virus and evidenced that EGCG is
potentially useful to treat COVID-19.
Shamlan G (2021) has conducted cross sectional study where 2368 participants from central and
western areas of Saudi are taken through structured survey. The result concluded that majority of
participants have considered that drinking tea is part of their daily routine. Result also disclosed that
15 percent tea consumption has increased during the quarantine period. The habit of tea is self-

Vol. : XXIII, No. :12(V), 2021 134

JOURNAL OF EDUCATION: RABINDRA BHARATI UNIVERSITY
ISSN : 0972-7175
developed v, family tradition or they are aware about the immune boosting benefit of tea and the
study also revealed that tea is a natural fighter against COVID-19.
Mathai, C.D. (2020) has stated that people are bound to tea in such a way that they even compare
the tea in that way where they prefer to their personality and lifestyle. Even customers want the
quantity of the product to be reasonable also. As per the research age plays a crucial role in the habit
of consuming tea. It is a safe bet that the consumption of tea is getting raised with the age. The
findings have made it transparent that the packaging of the product invites the prospects and retains
the extent ones and that the labeling should be improved. It is also a verity that it is not the brand
that’s important, it’s the quality and necessity which also plays a crucial role.
Dubey L. (2018) has observed that the people/ customers are more inclined towards branded tea
compared to unbranded tea. Most of the people prefer branded tea with the belief that quality is
assured as the manufacturers are with reputed companies. Price does not matter as customer can even
pay more if they want good quality of tea as well.
Ambika, K.U. and Selvaraj R. (2017) identified in their research that there is cut throat competition
in the tea market in India and it is really demand driven too. The study reveals that majority of
individuals consuming the tea three- four times daily in a day. In fact, dark tea is favoured by great
number of respondents also. This study also shows that people are loyal to the brand that they
already using and don’t want to change the current brand.
Chandrakumar et al. (2016) analyzed in their research paper that there was no difference in
frequency of tea and coffee consumption. They have observed that rural respondents prefer to
purchase small quantities because of their income i.e. wage type of income. Here, they have also
observed rural and urban respondents were comfortable to their brand for more than couple of years
which is about 72 per cent and 64.67 per cent respectively.
Ghai S. and Ramawat N. (2016)revealed in their study which has been conducted in Delhi NCR
region for organic tea. Tea is demand driven product in specific market which has cut throat
competition among the key players, hence marketers has to employ different marketing strategies to
position themselves. While purchasing the tea, consumer prioritize health benefits, medicinal traits of
specific tea, as these days customers are health conscious, even though they consult with doctors for
their health benefits and safety measures as well. They have also highlighted Tea brands should
come up with robust promotional offers such as gift coupons; rewards card, provide tea samples and
arrange health camps etc.
Soni R. et al (2015) concluded that from the ancient time tea is the most affordable beverage with
natural and medicinal value as compared to modern beverage worldwide. It is considered as a natural
health drink though tea is not recognized as the medicinal agent. It is also one of the most researched
plant-based remedies, it’s growing amount in-vitro research identifying potential of the oral health
benefit.
Ubeja S. and Jain D. (2013) found that consumers had positive attitude and choices towards their
respective preferred brand in the product category over others as well. In this research paper, they
have also highlighted out of 200 consumers 110 consumers had preferred loose tea and 90 consumers
had preferred branded tea. There is very important reason for selection of loose tea is its taste.
Ghosh M. and Ghosh A. (2013)observed in their study which has been conducted in Pune city that
tea is much admired worldwide and customers are very concerned and particular about many factors
such as consumption, quality, colour, price, aroma and popularity of the specific brand.These traits
are greatly responsible with the consumption of tea. They have also defined qualitative factors and
behavioural traits are vastly connected while selecting the specific brand.
Tea Report (2006) highlighted that in India consumption pattern and insight towards tea and
beverages. In the report, it has covered consumer perception and brand loyalty while purchase and
consume Tea. This report has given emphasis to impact of promotional efforts, availability and
placement of the different brands in the specific market.
Gomikawa S and Ishikawa Y. (2002) investigated on the effect of catechins and ground green tea
drinking tea on the susceptibilities of human low density lipoprotein (LDL). Their findings suggested

Vol. : XXIII, No. :12(V), 2021 135

JOURNAL OF EDUCATION: RABINDRA BHARATI UNIVERSITY
ISSN : 0972-7175
that catechins suppressed the susceptibilities of human LDL to oxidation by CuSO4 in vitro and
plasma oxidation ex vivo after ground green tea ingestion.
PachauriMoonesha (2002) defined a framework of consumer behavior and keeping into
consideration, it has also highlighted that evolution of consumer research field and its different
paradigms which have prejudiced the specific discipline. In fact, this is most popular domain in
marketing for researchers to understand the consumption behavior and purchase decisions, nature, all
the perspectives and techniques of consumer behavior. Overall, consumer behavior attempts to
understand the values, life styles, social contexts, customer’s preferences and priorities.

Objective
The primary objective of the study was to understand consumption pattern andyoungster preferences
towards tea during COVID-19.
Hypothesis Development
The following hypotheses were framed to study the objective of the study:
 H01: There is no significance difference in the consumption patterns of tea between male and
female respondents.
 H02: There is no significance difference in the increment in consumption patterns of tea
between male and female respondents during COVID-19.
 H03: There is no significance difference in the increment in consciousness towards ingredients
of tea between male and female respondents during COVID-19.
 H04: There is no significance difference in the selection of tea due to brand name between
male and female respondents.
 H05: There is no significance difference in the consumption of tea due to taste between male
and female respondents.
 H06: There is no significance difference in the buying of indigenous brands of tea by male and
female respondents during COVID-19.
 H07: There is no significance difference in the preference towards healthy tea between male
and female respondents during COVID-19.
 H08: There is no significance difference in the opinion of male and female respondents on tea
as immunity booster.
 H09: There is no significance difference in the price consideration while buying tea
betweenmale and female respondents.
 H010: There is no significance difference in the loyalty towards tea brands between male and
female respondents.

Research Methodology
The study is an attempt to present a model based on factors affecting tea preferences in present
pandemic times. The study is descriptive in nature and focuses on key indicators which are
stimulating uses of tea during COVID-19.
The study has conducted in Indore region and data was collected from young population of Indore
which belongs to 18-34 years of age group.The data was collected through self-structured
questionnaire to understand the post COVID-19 consumption patterns of tea among youngsters and
the reasons of increase in the consumption of tea during the pandemic.The questionnaire consists of
10 questions on likert 5-point scale along with demographic profile variables such as gender and
qualification. Questionnaire was circulated among 200 youngsters and 176 of them were received
back. Filled questionnaires were scrutinised on the basis of completionand 153 was found
appropriate. Thus, the sample size was 153 for the present study.
The purposive non-sampling method was used to forward the questionnaire to the respondents, who
are the regular consumer of tea.
After collecting data reliability of questionnaire was reported by Cronbach’s Alpha through SPSS.
Following table indicated the reliability figure of the scale.
Vol. : XXIII, No. :12(V), 2021 136
JOURNAL OF EDUCATION: RABINDRA BHARATI UNIVERSITY
ISSN : 0972-7175
Table 1: Reliability Statistics
Cronbach's Alpha N of Items
.780 10
The Cronbach’s Alpha was .780 which was more than .7, therefore it was interpreted that there was
high level of internal consistency for the scale with this specific sample.

Data Analysis
After reliability test, data was analyzed by applying independent sample t-test. The gender was taken
as independent variable and remaining ten variables based on tea were taken as dependent variables.
10 hypotheses were developed between dependent and independent variables. Following table
summarizes the results:
Table 1: Group Statistics
Gender N Mean Std.
Deviation
I drink tea regularly. Male 79 3.59 1.573
Female 74 2.88 1.671
Tea consumption is increased during COVID-19 Male 79 3.51 1.616
Female 74 3.01 1.700
I choose tea brand looking at the brand name. Male 79 3.04 1.295
Female 74 3.24 1.343
During COVID-19, I became more conscious for Male 79 2.13 1.295
ingredients of tea. Female 74 1.97 1.182
Taste is the reason for having tea. Male 79 4.35 1.098
Female 74 4.07 1.163
I prefer branded tea rather than local tea. Male 79 3.20 1.234
Female 74 3.36 1.467
I prefer healthy tea. Male 79 3.73 1.195
Female 74 3.82 1.090
Tea is immunity booster. Male 79 2.76 1.452
Female 74 2.59 1.313
Price is not a consideration while buying tea. Male 79 2.86 1.318
Female 74 2.28 1.188
I am loyal to my tea brands. Male 79 3.34 1.348
Female 74 3.54 1.357
The table 1 shows descriptive statistics of the primary data. The mean values range from 1.97 to 4.35
in male and female group for 10 variables. The standard deviation values vary from 1.09 to 1.7
which shows variability in opinions of respondents from average values.
Table2: Independent Samples Test
Levene's Test for t-test for Equality of Means
Equality of Variances

F Sig. t df Sig.
(2-
tailed)
I drink tea regularly. Equal
variances .978 .324 2.732 151 .007
assumed
Equal variances
2.726 148.636 .007
not assumed
Tea consumption is increased Equal
during COVID-19 variances .466 .496 1.838 151 .068
assumed
Vol. : XXIII, No. :12(V), 2021 137
JOURNAL OF EDUCATION: RABINDRA BHARATI UNIVERSITY
ISSN : 0972-7175
Equal variances
1.835 148.986 .068
not assumed
During COVID-19, I became Equal
more conscious for ingredients variances .281 .597 -.962 151 .337
of tea. assumed
Equal variances
-.961 149.455 .338
not assumed
I choose tea brand looking at Equal
the brand name. variances 1.834 .178 .765 151 .446
assumed
Equal variances
.767 150.903 .444
not assumed
Taste is the reason for having Equal
tea. variances 1.013 .316 1.570 151 .119
assumed
Equal variances
1.567 148.766 .119
not assumed
I prefer to buyindigenous Equal
brand during COVID-19. variances 6.116 .055 -.742 151 .459
assumed
Equal variances
-.738 143.018 .462
not assumed
I prefer healthy tea during Equal
COVID-19. variances .680 .411 -.486 151 .627
assumed
Equal variances
-.488 150.895 .626
not assumed
Tea is immunity booster. Equal
variances 2.086 .151 .735 151 .463
assumed
Equal variances
.738 150.818 .462
not assumed
Price is not a consideration Equal
while buying tea. variances .317 .574 2.838 151 .005
assumed
Equal variances
2.847 150.785 .005
not assumed
I am loyal to my tea brands. Equal
variances .068 .795 -.909 151 .365
assumed
Equal variances
-.908 150.218 .365
not assumed
The result of independent sample t-test was interpreted on the basis of Levene’s test equality of
variances. For all the ten hypotheses equal variances (p > .05) between male and female groups were
reported at 5% level of significance. Results of independent t-test were summarized below:
 At 5% level of significance, t (151) = 2.732, p < .05 hence H01 does not hold good and it can
be concluded that there is a significance difference in the consumption patterns of tea
between male and female respondents.
 At 5% level of significance, t (151) = 1.838, p > .05 hence H02 accepted and it can be
concluded that there is no significance difference in the increment in consumption patterns of
tea between male and female respondents during COVID-19.
 At 5% level of significance, t (151) = -.962, p > .05 hence H03 accepted and it can be
concluded that there is no significance difference in the increment in consciousness towards
ingredients of tea between male and female respondents during COVID-19.

Vol. : XXIII, No. :12(V), 2021 138

JOURNAL OF EDUCATION: RABINDRA BHARATI UNIVERSITY
ISSN : 0972-7175
 At 5% level of significance, t (151) = .765, p > .05 hence H04 accepted and it can be
concluded that there is no significance difference in the selection of tea due to brand name
between male and female respondents.
 At 5% level of significance, t (151) = 1.570, p > .05 hence H05 accepted and it can be
concluded that there is no significance difference in the consumption of tea due to taste
between male and female respondents.
 At 5% level of significance, t (151) = -.742, p > .05 hence H06 accepted and it can be
concluded that there is no significance difference in the buying of indigenous brands of tea
bymale and female respondents during COVID-19.
 At 5% level of significance, t (151) = -.486, p > .05 hence H07 accepted and it can be
concluded that there is no significance difference in the preference towards healthy tea
between male and female respondents during COVID-19.
 At 5% level of significance, t (151) = .735, p > .05 hence H08 accepted and it can be
concluded that there is no significance difference in the opinion of male and female
respondents on tea as immunity booster.
 At 5% level of significance, t (151) = 2.838, p < .05 hence H09does not hold good and it can
be concluded that there is a significance difference in the price consideration while buying tea
between male and female respondents.
 At 5% level of significance, t (151) = -.909, p > .05 hence H08 accepted and it can be
concluded that there is no significance difference in the loyalty towards tea brands between
male and female respondents.
Further, a model was proposed after assessing present scenario of pandemic. The model is based on
factors affecting satisfaction level towards tea during COVID-19.
Model: Factors Affecting Satisfaction Level towards Tea Brands during COVID-19

Source: Self-conceptualized Model by Authors

Model Explanation
The present scenario is panicking and very attention catching. It is making people more concerning
for their own and their loved ones’ health.Present situation demanding to bag more and more
alternatives so that alternatives can be assessed and best among them can be selected. The model
presented is depicting the factors which can be considered by consumers and even non-consumers of
tea in prevailing condition. Indian culture is rich in terms of herbs, spices, condiments and various
types of medicinal plants due to supporting weather conditions. Many articles were written which
summarizes that citizens are India has better immunity due to consumption of many of them on
routine basis. It gives India an edge over rest of the world. Therefore an attempt was made to assess
the present conditions for proposing above mentioned model. This study will further be extended by
researchers by developing questionnaire on the factors talked about in the model and model will be
tested on reliability and validity parameters to ensure its credibility.
The model portrays that the satisfaction level for tea which will be the main construct of the study.
For various brands of tea the satisfaction level will be measured. The choice of brands will be
measured on the basis of variables i.e., ethnocentrism(inclination towards indigenous brands, health
prospective),consumption patterns (Ghosh, M. & Ghosh, A., 2013) and health and nutritional value

Vol. : XXIII, No. :12(V), 2021 139

JOURNAL OF EDUCATION: RABINDRA BHARATI UNIVERSITY
ISSN : 0972-7175
drawn by having tea. Consumption patterns will be studied in terms of behavioural patterns and
behaviour patterns of consumers (Ghosh, M. & Ghosh, A., 2013) will be studied in term of
demographic and psychographic profile of consumers. Ethnocentrism and health prospective
variables will be measured in terms of ingredients (Ghai, S., 2016), taste (Ghai, S., 2016), variants
and nutritional value (Gracia and Magistris, 2007; Tsakiridou et al., 2006; Lockie et al., 2004;
Millocket al., 2004). Thereafter, consumption patterns will be measured in terms of frequency of
having tea, quantity consumed of tea, religion beliefs and season affect can be considered also the
taste and ingredients can affect the consumption patterns. Behavioural patterns of consumers may
lead to their consumption pattern.
The future study will focus on whether in the prevailing scenario the selection of tea brands will be
leaded by ethnocentrism, health prospect, attitudeof consumers and consumption patterns of tea.
Present situation can give advantage to indigenousbrands over exported brands due to variants and
ingredients in the present situation. Thus, these factors may lead the preferences of consumers for tea
brands which can be the cause of increment in the satisfaction level of consumers.Finally on the
basis of tea brands preferred by consumer’s satisfaction will be measured.

Conclusion:
Various aspects such as the most favorite beverage, frequency of tea consumption, consumer
awareness and preference towards tea brands available in Indore were covered in this study. The
purpose of the research was to be highlighted under these categories such as- adding some
knowledge to the existing literature in terms of COVID-19 perspective, providing information about
consumer preferences towards Tea in Indore and showing their buying behavior/ consumption and
preferences as well.The results of present study emphasized on gender bifurcationand preferences
completely vary on the basis of pricing factor on tea brands. Females are more price sensitive in
comparison to males and opinion for price consideration while buying tea plays dominant role but
there is no significant difference was observed for loyalty towards tea brands between male and
female respondents. Authors have developed a conceptual model on the basis of available literature
and determinants were extracted to propose model. Future researches can be carried on the basis of
proposed model to measure the satisfaction level of tea consumers. Tea preferences may vary from
location to location and also from country to country. Authors have observed during COVID-19 even
though countries having dessert climate marked by high temperatures have also preferred Tea/Kahwa
and hot beverages consumption in present pandemic. The proposed model for satisfaction towards
tea brands is based on some variables such as consumption pattern for tea, ethnocentrism aspect and
health &nutritional value in tea brands which specifies, it worked as a catalyst and immunity booster
during COVID-19. It also highlighted local to glocal brands have got preferred by specific
customers. Respondents have given lots of preference to regional brands as well because it
consistherbs such as Tulsi, Mint and other ingredients viz. Pepper, lemon, dry ginger powder, clove,
cardamom, liquorice etc.The scope of the study is limited due to region, time constraint and
demographic variables. The sample size was restricted to 153 respondents only which can be
enlarged. Authors have observed a comparative study can be conducted for different regions.

References:
Ambikai, K. Uma andSelvaraj, R. (2017).A Study on Consumer Behaviour with Special reference to
Consumption of Tea in Ariyalur Town. International Journal of Commerce, ISSN No -0974-2358,
Vol.1, pp. 1-9.
Chandrakumar M., SivakumarD.S., SelvanayakiS. &SakthiramaV. (2016) ‘Buying and Consumption
Behaviour of Tea in Coimbatore District, Tamilnadu’ Vol. 4, Issue 7, pp.75-81.
DubeyLalit (2018)‘A Study on Consumer Satisfaction Level towards Branded and Unbranded Items
in Indore City’ Vol. 4, Issue 4, pp. 1-10.
Ghai S. and Ramawat N. (2016) ‘A Study of Consumer Perception and Preference towards
OrganicTea in Delhi-NCR’ International Journal of Research in Applied in Natural and Social
Sciences, ISSN 2347-4580, Vol.4, Issue 7 Jul, pp. 101-110.
Vol. : XXIII, No. :12(V), 2021 140
 JOURNAL OF EDUCATION: RABINDRA BHARATI UNIVERSITY
ISSN : 0972-7175
Ghosh M. and Ghosh A. (2013) ‘Consumer Buying Behavior in Relation to Consumption of Buying
Tea- A Study of Pune City’ International Journal of Sales and Marketing Management and
Research Development, ISSN 2249-6939, Vol.3, Issue2 Jun, pp. 47-54.
Gomikawa S, Ishikawa Y.(2002) ‘Effects Of Catechins And Ground Green Tea Drinking On The
Susceptibility Of Plasma And Ldl To The Oxidation In Vitro And Ex Vivo’. J ClinBiochemNutr
2002 pp. 32:55-68.
Jang, R., Park, R., Park, Y., Cha Y., Yamamoto, A., Lee, J. and Park, J. (2021). ‘EGCG, A Green
Tea Polyphenol, Inhibits Human Coronavirus Replication in Vitro, Biochemical and Biophysical
Research Communications, Vol. 547, pp. 23-28.
Lockie, S, Lyons, K, Lawrence, G and Mummery, K (2002), “Eating ‘Green”: Motivations behind
organic foodconsumption in Australia”, European Society for Rural Sociology, Vol. 41(1), pp. 23-
40.
Millock, K., Wier, M., and Anderson, Laura, M. (2004)‘Consumer’s demand for organic foods-
attitudes, value and purchasing behavior’, 13th Annual Conference of European Association of
Environmental and Resource Economics, Budapest, Hungary, pp. 25–28.
Mathai, C. D. (2020) ‘A Study on Brand Preferences of Tea among Consumers in Nilgiris
District’Vol.-12, Issue-2, pp. 121-136.
Pachauri M. (2002) Consumer Behaviour, The Marketing Review, 2 pp. 319-355
Shamlan G. (2021) ‘Saudi Knowledge & Awareness of Drinking Tea as Natural Fighter against
COVID-19 A Cross-Sectional Study’ Journal of Nature and Science ofMedicene pp. 159-164.
Singh N.A., Kumar, P., Jyoti and Kumar, N. (2021). ‘Spices and Herbs: Potential Antiviral
Preventive and Immunity Boosters during COVID-19’,Phytotherapy ResearchVolume 35, Issue
4John Wiley and Sons.
Soni, R.P., Katoch, M., Kumar, A., Ladohiya R. and Verma, P. (2015) Tea: Production,
Composition, Consumption and its potential as an Antioxidant and Antimicrobial Agent,
International Journal of Food and Fermentation Technology, 10.5958/2277-9396 pp. 95-106.
Tea Digest of Tea Board2006
Tsakiridou, E., Konstantinos, M. and Tzimitra-Kalogianni, I.(2006). “The influence of consumers
characteristics and attitudes on the demand for organic olive oil”, International Journal of Food
Agribusiness Market. Vol. 18, pp. 23-31.
Ubeja, S. and JainD. (2013) ‘A Study of Consumers' Preference towards Branded and Loose Tea
with Reference to Indore City’Vol.-6, Issue-5, pp.19-23.
www.researchgate.net
www.allresearchjournal.com

Vol. : XXIII, No. :12(V), 2021 141

View publication stats