A COMPARATIVE STUDY OF TEA CONSUMPTION CULTURE BETWEEN THAI SAND KOREANS
Keywords:
Culture, Emotion, Green tea, Korean consumers, Thai consumersAbstract
The purpose of this research was to study the behaviors, attitudes and factors influencing the tea consumers’ demand together with emotion lexicons, and to compare the tea consumption culture between Thai and Korean people. The results of a focus group discussion with 20 Thai and 20 Korean consumers revealed that the highest-scoring emotion terms were Good Happy and Pleasant for Thai consumers, and Peaceful Good and Warm for Korean consumers. These results were in line with those of a questionnaire survey conducted among 424 Thai and 424 Korean consumers.
The results indicate that compared to Thai consumers, Korean consumers expressed their emotions more clearly overall. According to attitude data collected from the two nation’s consumers, the taste of tea drinks was the most crucial factor, followed by the aroma of the beverage. Based on the sensory evaluation of two commercial green tea samples (Thai green tea and Korean green tea) by 100 Thai and 100 Korean consumers, both consumers ranked their overall liking in two types of green tea with no variation. Principal Component Analysis (PCA) confirmed that Thai consumers were related to both positive and negative emotions, whereas Korean consumers were more associated with positive emotions. From these results, it can be concluded that consumer behavior and attitudes in different nations with diverse cultures led to unique expressions of consumer emotions to comsumption of tea.
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