works cited - researchpublish.com€¦ · web view2021-08-14 · index . 05. abstract. 06....

1 | P a g e

Analyzing the factors influencing the Buying Preference of Green Tea

Submitted to:

Balaji Institute of International Business

Sri Balaji University, Pune

On successful Completion of the

FIRST YEAR

In The Subject of

“Research Paper Writing”

Submitted by:

Haider Saifee –IB2018125

Under the Guidance of:

Dr. Rashmi Mahajan

Date: August 14, 2021

2 | P a g e

DECLARATION BY THE CANDIDATE

I declare that the Research Paper Report entitled Finding out the factors influencing the buying preference of Green Tea is submitted by me is based on original research conducted by me during the period from -----------------to -

------- Under the guidance of ----------------------- and I further declare that there is no falsification of data / materiel to the best of my knowledge. I further declare that the material obtained from other sources has been duly acknowledged in the Report.

Date: August 14, 2021

Place: Pune Signature of Candidate

3 | P a g e

CERTIFICATE OF THE GUIDE

I certify that the work incorporated in the Research Report titled Finding out the factors influencing the buying preference of Green Tea submitted by Haider Saifee (IB2018125) is his original work which was carried out by the candidate under my supervision and guidance. I further certify that the above work was duly approved by me and this work is the result of candidate’s independent study and effort. Such material has been obtained from other sources has been duly acknowledged in the thesis.

Date - Signature of Faculty Member

Place: Pune Signature of Research Guide

4 | P a g e

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my Faculty Mentor/ Research Guide, Dr. Rashmi Mahajan for her never-ending encouragement and support

I would like to extend my sincere appreciation to -------------and others for sharing their wisdom and experience during research work.

My sincere thanks to the ------------------ for their unconditional, proactive support and timely permissions for research work. Finally, I thank God for making this journey an enriching experience for me

Date –

Place – Pune Signature of Candidate

5 | P a g e

Index

Headings Page Number

Title 01

Declaration by candidate 02

Certificate of guide 03

Acknowledgement 04

Index 05

Abstract 06

Introduction 07

Literature Review 08

Research methodology 12

Data Analysis 13

Findings 42

Conclusion 43

Recommendations 43

Appendix A 44

References 47

6 | P a g e

ABSTRACT

Tea is the most consumed drink in the world after water. It has multiple variants, flavors, elements and categories to choose from. Invented more than 2000 years ago, Tea has consistently been a part of daily consumption for many people daily routine (Cameron, May,2006)

The motive of this research is to find out the factors that influence the sales of green tea in the cities of Madhya Pradesh namely – Indore and Bhopal. And to list out the top brand(s) of green tea and why is it preferred by the masses.

7 | P a g e

Introduction

Green tea is a type of tea which is extracted from the leaves and buds of a plant named camellia sinensis. It is extracted before the leaves have undergone the process of withering and oxidation. This step of differentiates green tea from its close relatives, oolong and black tea, as they are also extracted from the same camellia sinensis plant.

Green tea originated in China, but as of now, its production and manufacturing has spread across East Asia.

The consumption of green tea has been widely increased in the past couple of years. There are multiple reasons behind such an effect. Some of which are, the health benefits it provides ( which is mentioned in the literature review of the paper), the fact that most people consume it just because there peer consume the same, its immunity booster properties, weight loss properties, and the anti-oxidant properties.

This paper revolves around these five factors and aims to find out the reason for the consumer’s buying behavior towards green tea.

8 | P a g e

Literature review

Tea is generally classified into 3 categories depending on the manufacturing process used for the same. It is classified as non-fermented, semi-fermented, and fermented. Fermenting means drying and steaming of fresh Tea leaves to reduce the effect of polyphenol oxidase, and to start the non-oxidation.

There are multiple categories of Tea depending on the flavors, ingredients, purpose, etc. By withering, steaming, pan-frying the leaves of camellia sinenis plant, green, black and oolong tea is manufactured. Among the three of them, green tea has shown the most significant health benefits on human health. Green tea is a type of non-fermented tea. (Jayakeerthana, 2016)

While there are benefits to all teas, from white to black, green tea boasts a few compounds in higher concentrations than these other teas, namely Epigallocatechin Gallate (EGCG). EGCG is one of the most powerful components in green tea it has various tested abilities to fight various diseases. (Qian Yi Eng, 31 August, 2017)

Alongside polyphenols, other catechins, and flavonoids, this antioxidant lends much in the way of benefits to the overall makeup of green tea. With this unique cocktail of antioxidants, green tea has a lot to offer (Monaco). Green tea has a lot more catechins than black tea or oolong tea. Catechins are vitro and in-vitro strong antioxidants. In addition to this, green tea also contains vitamins and minerals, which increases its antioxidant properties of the green tea. (Himanshi Vishnoi, 01 march, 2018)

In the current Covid-19 pandemic, the slow spread of the virus is the key to save the individual’s life. (J Steinmann, March, 2013) In the events where the government is taking various steps such as lockdowns, restrictions on public gatherings etc. it is crucial that we follow proper norms and guidelines of the government. First of all we know that our immunity system is essential for our survival. Without immunity our body would be left open to attacks from bacteria. (J Steinmann, March, 2013)

According to an article in the Times of India, the sales of traditional white tea has dipped significantly as green tea is “bucking the trend”. It is the latest trend in the health food crazed Indians (Sarkar, Indians dip into green tea fad, sales soar, 2014)

As quoted by Green Tea category among the others, has been growing at around 60% a year as compared to black tea which is around 2% a year. (Sarkar, Indians dip into green tea fad, sales soar, 2014)

9 | P a g e

Green tea and health benefits

Consumption of green tea can lead to lowering of high blood pressure. It relaxes the blood vessels, which in turn, lowers the blood pressure. This is because; green tea contains compounds called polyphenols, which acts as a relaxant to blood vessels. (Kaitlyn E. Redford, 06 March, 2021)

Green and black tea can be powerful weapons against premature death and death from cardiovascular attack. A new study found that people who consume 2-3 ounces of tea (green), have a lower risk of death from heart diseases by 8-12% as compared to nondrinkers. (Mei Chung, 04 July. 2020)

There are many components of green tea that are proved to protect against cancer and heart diseases that helps you to live a longer life. In a study where 40,530 Japanese adults over age of 11 years were observed in a controlled environment on the basis of consumption of green tea, where it was seen that most of them had significantly better health. (Shinichi Kuriyama 1, 13 september, 2006)

Green tea and immunity

Polyphenols, potent plant antioxidants, are what is believed to give green tea its immune-boosting effects. One laboratory study suggested that a particular type of polyphenols called catechins may kill influenza viruses. (J Steinmann, March, 2013)

Green tea and weight loss

Green tea contains zero calories, which makes it ideal for someone who is focused and concerned on maintaining a healthy weight. Green tea positively affects body weight, that is, it helps in body composition and fat distribution, particularly in Asian population. (Karen, 2021`)

Green tea contains a potent polyphenol called epigallocatechin gallate or EGCG for short, which is recognized for its fat burning properties, which leads to more energy expenditure and calorie loss. (Tannis Jurgens, May, 2014)

Many different studies have also proven that green tea helps reduce body fat, especially in the abdominal area. (Tokimitsu, 06 september, 2012)

A randomized controlled 12 week study of 240 candidates with obesity also showed that those who consumed green tea had significant decrease in body fat percentage, body weight, waist

10 | P a g e

circumference, and belly fat, as compared to those who didn’t consume green tea in the control group. (Tokimitsu, 06 september, 2012)

Green Tea and Mental Health

Green tea may benefit aspects of cognitive functions, for instance, focus, attention, mental wellness, stress, mood, etc. It contains an amino acid called L-theanine, which controls all these aspects. (Gill Jenkins, 05 March, 2021)

A study found that the epigallocatechin gallate or EGCG in green tea may play a role in countering damage occurred due to high dose of sugar and fat in the diet. (Liu, 31 July, 2017)

Green tea and Digestion

Green tea helps get gut in shape. It increases bifidobacterium levels (which are a healthy strain of bacteria associated with metabolic health) in the gut to ease the discomfort caused by indigestion. (Timothy Bond, 03 october, 2019)

Green tea and Antioxidants

Green tea is excellent source of powerful antioxidants. (Gunnars, 2016)

A study has shown that oxidative damage can lead to chronic inflammation, which can lead to chronic diseases, which includes cancer. Antioxidants help as a protective shield against such oxidative damage. (Simone Reuter, 2010)

Green tea and Cancer

Breast Cancer – it has been shown in a comprehensive research that most women who drink green tea have approximately 20-30% lower risk of breast cancer (one of the most common type of cancer among women) than compared to those who don’t. (Adeyemi A Ogunleye, Jan, 2010)

11 | P a g e

Prostate Cancer – a study has shown that men consuming green tea demonstrate lower risk of advanced prostate cancer, as compared to those who don’t. (Norie Kurahashi, Jan,2008)

Colorectal Cancer – a combined analysis of 28 different studies have shown that people who drink green tea have exhibited 42% less chances of developing colorectal cancer as compared to those who don’t. (Yuetong Chen 1 2, 06 June, 2017)

Green tea and Diabetes

Type 2 diabetes involves elevated blood sugar levels caused by insulin resistance or because of inability to produce insulin. Studies have shown that green tea improves insulin sensitivity and reduce blood sugar levels. (Kai Liu, August, 2013)

Another study involving 2, 86,701 participants, and a review of other 7 studies claimed that green tea drinkers had 18% lower risk of diabetes than non-tea drinkers. (Rachel Huxley, Crystal Man Ying Lee, Federica Barzi, & al, 14 december, 2009)

Green tea and cardiovascular diseases

Green tea increases the antioxidant capacity of the blood; this prevents the LDL particles from oxidation which is the leading pathway towards heart diseases. (Kuriyama, August, 2008)

It was also evident from other study(s) that people who drink green tea were 31% less likely to die because of a cardiovascular disease (P Elliott Miller, February, 2017)

12 | P a g e

Research methodology

This research is based on primary research.

It was a quantitative research

The data in the literature review was taken from various research papers, journals, and articles based on green tea as a primary topic.

A total of 147 respondents were analyzed from two different cities, namely, Indore and Bhopal.

An online survey was conducted as a method of data collection.

Method of data analysis was SPSS software.

13 | P a g e

Data Analysis

Frequencies

Statistics

Age

N Valid 147

Missing 0

Age

Frequency Percent

Valid Percent

Cumulative Percent

Valid 16-24 84 57.1 57.1 57.1

25-33 24 16.3 16.3 73.5

34-42 11 7.5 7.5 81.0

42-50 13 8.8 8.8 89.8

50+ 15 10.2 10.2 100.0

Total 147 100.0 100.0

14 | P a g e

Interpretation: the following graph shows a graphical representation of age vise distribution of Green Tea Drinkers.

It is clear from the observation that people from age 16-24 are more avid Green tea consumers than the rest of the sample.

15 | P a g e

Frequencies

Statistics

Gender

N Valid 147

Missing 0

Gender

Frequency Percent

Valid Percent

Cumulative Percent

Valid Male 60 40.8 40.8 40.8

Female 83 56.5 56.5 97.3

Prefer not to say

4 2.7 2.7 100.0

Total 147 100.0 100.0

16 | P a g e

Interpretation: the following Pi chart shows a graphical distribution of consumers based on the gender. It can be observed that although Green Tea is consumed almost equally among the genders, the number females tend to be slightly higher than that of males.

Frequencies

Statistics

Occupation

N Valid 147

Missing 0

17 | P a g e

Occupation

Frequency Percent

Valid Percent

Cumulative Percent

Valid Student 78 53.1 53.1 53.1

Professional

13 8.8 8.8 61.9

Service 13 8.8 8.8 70.7

Business 19 12.9 12.9 83.7

Freelancer 4 2.7 2.7 86.4

Homemaker

19 12.9 12.9 99.3

Retired 1 .7 .7 100.0

Total 147 100.0 100.0

18 | P a g e

Interpretation: the following bar graph shows an occupation vise distribution of the consumers. It can be seen that students amount to fairly large number of the given population size.

Frequencies

Statistics

City

N Valid 147

Missing 0

19 | P a g e

City

Frequency Percent

Valid Percent

Cumulative Percent

Valid Indore 91 61.9 61.9 61.9

Bhopal 56 38.1 38.1 100.0

Total 147 100.0 100.0

Interpretation: the following Pie chart shows a demographic distribution of the sample

based on the given cities, Indore and Bhopal (within which my research is restricted).

20 | P a g e

Frequencies

Statistics

Which brand of Green Tea do you prefer most?

N Valid 147

Missing 0


Frequency Percent

Valid Percent

Cumulative Percent

Valid Organic India 22 15.0 15.0 15.0

24 mantra Organic Green Tea

1 .7 .7 15.6

Twinning Green Tea 6 4.1 4.1 19.7

Himalayan Green Tea 11 7.5 7.5 27.2

Dabur Green Tea 9 6.1 6.1 33.3

Tetley Green Tea 11 7.5 7.5 40.8

Taj Mahal Green Tea 4 2.7 2.7 43.5

Lipton Green Tea 76 51.7 51.7 95.2

No such Preference 1 .7 .7 95.9

And me 2 1.4 1.4 97.3

21 | P a g e

Wagh bakri 1 .7 .7 98.0

Any Available 1 .7 .7 98.6

Janta Tea 1 .7 .7 99.3

Modicare 1 .7 .7 100.0

Total 147 100.0 100.0

Interpretation: the following shows the number of people that prefer different brands of

green tea. It can be observed that the number of people that chose “Lipton Green Tea”

22 | P a g e

over other Green Tea brand is considerably high. So it can be deducted that, “Lipton

Green Tea” is the most preferred brand of green tea.

Crosstabs 01

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Gender * Which brand of Green Tea do you prefer most?

147 100.0% 0 .0% 147 100.0%

City * Which brand of Green Tea do you prefer most?

147 100.0% 0 .0% 147 100.0%

23 | P a g e

Gender * Which brand of Green Tea do you prefer most? Crosstabulation

Count


Organic India

24 mantra Organic

Green TeaTwinning Green Tea

Himalayan Green Tea

Gender Male 7 0 2 6

Female 14 1 3 4

Prefer not to say

1 0 1 1

Total 22 1 6 11


Count


Dabur Green Tea

Tetley Green Tea

Taj Mahal Green Tea

Lipton Green Tea

Gender Male 3 5 1 34

Female 5 6 3 42

Prefer not to say

1 0 0 0

Total 9 11 4 76

24 | P a g e


Count


No such Preference And me

Wagh bakri

Any Available

Janta Tea

Gender Male 1 0 0 1 0

Female 0 2 1 0 1

Prefer not to say

0 0 0 0 0

Total 1 2 1 1 1


Count

Which brand of

Green Tea do you

prefer most?

TotalModicare

Gender Male 0 60

Female 1 83

Prefer not to say

0 4

Total 1 147

25 | P a g e

City * Which brand of Green Tea do you prefer most? Crosstabulation

Count


Organic India

24 mantra Organic

Green TeaTwinning Green Tea

Himalayan Green Tea

Dabur Green Tea

City Indore 14 1 3 6 4

Bhopal 8 0 3 5 5

Total 22 1 6 11 9


Count


Tetley Green Tea

Taj Mahal Green Tea

Lipton Green Tea

No such Preference And me


Bhopal 5 1 27 0 0

Total 11 4 76 1 2

26 | P a g e


Count


TotalWagh bakri

Any Available

Janta Tea

Modicare


Bhopal 1 0 1 0 56

Total 1 1 1 1 147

Crosstabs 02

(Chi-square test for Factor 1 (health benefits)

27 | P a g e


Cases

Valid Missing Total


When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Health benefits]

147 100.0% 0 .0% 147 100.0%

28 | P a g e

When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Health benefits]

Crosstabulation

Count

Rate the following factors based on your preferences (1 to 5, 1 being the lowest and

5 being the highest) [Health benefits]

Strongly Disagree Disagree Neutral

When did you start consuming green tea?

Since past 2+ years

4 2 5

Since last year 7 1 13

Few Months back

2 2 2

Recently Started 2 0 7

Total 15 5 27

29 | P a g e

When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Health

benefits] Crosstabulation

Count

Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest)

[Health benefits]

TotalAgreeStrongly

Agree


Since past 2+ years

15 32 58


Few Months back

13 4 23


Total 41 59 147

30 | P a g e

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)

Pearson Chi-Square 30.394a 12 .002

Likelihood Ratio 29.730 12 .003

Linear-by-Linear Association

4.672 1 .031

N of Valid Cases 147

a. 9 cells (45.0%) have expected count less than 5. The minimum expected count is .65.

Symmetric Measures

ValueAsymp. Std.

ErroraApprox.

TbApprox.

Sig.

Interval by Interval

Pearson's R -.179 .076 -2.189 .030c

Ordinal by Ordinal

Spearman Correlation

-.248 .076 -3.083 .002c


a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on normal approximation.

31 | P a g e

Crosstabs 03

(Chi-square test for Factor 2 (Peer Pressure)


Cases

Valid Missing Total


When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Peer influence]

147 100.0% 0 .0% 147 100.0%

32 | P a g e

When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Peer influence]

Crosstabulation

Count


5 being the highest) [Peer influence]



Since past 2+ years

13 13 17


Few Months back

2 7 4


Total 36 35 37

33 | P a g e

When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Peer

influence] Crosstabulation

Count


[Peer influence]

TotalAgreeStrongly

Agree


Since past 2+ years

12 3 58


Few Months back

7 3 23


Total 28 11 147

34 | P a g e

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)




2.373 1 .123


a. 9 cells (45.0%) have expected count less than 5. The minimum expected count is 1.42.

Symmetric Measures

ValueAsymp. Std.

ErroraApprox.

TbApprox.

Sig.


Pearson's R .127 .079 1.548 .124c

Ordinal by Ordinal


.085 .080 1.030 .305c





35 | P a g e

Crosstabs 04

(Chi-square test for Factor 3 (Need For Immunity)


Cases

Valid Missing Total


When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Need for immunity]

147 100.0% 0 .0% 147 100.0%

36 | P a g e

When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Need for immunity]

Crosstabulation

Count

Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Need for immunity]



Since past 2+ years

2 6 17


Few Months back

0 5 8


Total 7 22 42

37 | P a g e

When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Need for

immunity] Crosstabulation

Count


[Need for immunity]

TotalAgreeStrongly

Agree


Since past 2+ years

20 13 58


Few Months back

7 3 23


Total 45 31 147

38 | P a g e

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)




.279 1 .597


a. 8 cells (40.0%) have expected count less than 5. The minimum expected count is .90.

Symmetric Measures

ValueAsymp. Std.

ErroraApprox.

TbApprox.

Sig.


Pearson's R -.044 .078 -.527 .599c

Ordinal by Ordinal


-.070 .079 -.841 .402c





39 | P a g e

Crosstabs 05

(Chi-square test for Factor 4 (Weight Loss Properties)


Cases

Valid Missing Total


When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Weight loss properties]

147 100.0% 0 .0% 147 100.0%

40 | P a g e

When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Weight loss

properties] Crosstabulation

Count


5 being the highest) [Weight loss properties]



Since past 2+ years

4 7 13


Few Months back

1 4 4


Total 10 17 31

41 | P a g e

When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Weight loss


Count

Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Weight loss properties]

TotalAgreeStrongly

Agree


Since past 2+ years

20 14 58


Few Months back

8 6 23


Total 50 39 147

42 | P a g e

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)




.119 1 .730



Symmetric Measures

ValueAsymp. Std.

ErroraApprox.

TbApprox.

Sig.


Pearson's R .029 .082 .344 .731c

Ordinal by Ordinal


.032 .083 .387 .699c





43 | P a g e

Crosstabs 06

(Chi-square test for Factor 5 (Anti-Oxidant Properties)


Cases

Valid Missing Total


When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Anti-oxidant properties]

147 100.0% 0 .0% 147 100.0%

44 | P a g e

When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Anti-oxidant


Count


5 being the highest) [Anti-oxidant properties]



Since past 2+ years

4 4 10


Few Months back

0 5 6


Total 9 12 32

45 | P a g e

When did you start consuming green tea? * Rate the following factors based on your preferences (1 to 5, 1 being the lowest and 5 being the highest) [Anti-

oxidant properties] Crosstabulation

Count


[Anti-oxidant properties]

TotalAgreeStrongly

Agree


Since past 2+ years

17 23 58


Few Months back

7 5 23


Total 44 50 147

46 | P a g e

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)




.586 1 .444



Symmetric Measures

ValueAsymp. Std.

ErroraApprox.

TbApprox.

Sig.


Pearson's R -.063 .081 -.765 .446c

Ordinal by Ordinal


-.099 .083 -1.202 .231c





The Chi square Test analysis:

We’ve ran a Chi Square Test analysis on the factors of our hypothesis.

47 | P a g e

To Accept an Alternate Hypothesis, the Pearson’s Chi Square value of the following

calculation must be equal to or less than 0.05.

From the following tables we gather the following information:

The Pearson’s Chi Square value of the given 5 factors is as follows:

Factor 01 – Health Benefits – ( 0.002)

Factor 02 – Peer Influence – ( 0.007)

Factor 03 – Need for Immunity - ( 0.483)

Factor 04 – Weight Loss Properties – ( 0.997)

Factor 05 – Anti oxidant Properties – ( 0.136)

The Pearson’s Chi Square value’s impact on the hypothesis:

Each factor has a separate hypothesis

Factor 01 has P-Value less than (0.05), so we will accept the alternate hypothesis.

Factor 02 has P-Value less than (0.05), so we will accept the Alternate Hypothesis.

Factor 03 has P-Value higher than (0.05), so we will reject the Alternate

Hypothesis.


Hypothesis.


Hypothesis.

48 | P a g e

Findings:

The majority of people who preferred green tea where of age 16-24 Females tend to be more avid green tea consumers than men with a total of 55.8%, and

men were at 41.5%, the difference of 2.7% were those people who weren’t comfortable with disclosing their identity.

The majority of the green tea consumers where students with a total of 53.1%, the next in the line where professionals and service people with an equal of 8.8%.

Although there is very little gap in the people who drank green tea occasionally and the ones who drank ones a day, but the lead is with the former with 36.1% and the latter with a total of 32.7%. On the third number where the ones who drank green tea twice a day with a total of 15.6%.

Most interesting analogy on this point is that, majority of green tea consumers where the ones that were consuming green tea from past 2+ years with a total of 39.5%, and weren’t new to this category of product. The second most opted option, with a total of 32%, were the ones those were the green tea consumers from last one year. So majority of consumers were not new or recent consumers of green tea but rather old ones which were quite familiar with the same.

From the ones that consumed green tea often, a total of 58 people (39.5%) preferred to drink green tea in the evening.

In all three of the categories (milk, sugar, and honey), majority of people in all of those categories were the ones who preferred to consume green tea without them. This reflected that most of them preferred to drink green tea raw, that is, in water, without any additions.

The most consumed/preferred green tea brand with a majority of 51% is Lipton Green tea. The second most consumed/preferred brand after Lipton is Organic India, with a total of 15% people choosing it.

Looking at the major factor for the consumption of Green tea, from a basic observation of Google charts, it can be seen that Health benefits was the leading factor for the consumption of green tea. Although a detailed SPSS analysis on this subject is already submitted before, this is just a general lookout.

49 | P a g e

Conclusion:

Most of people who consumed green tea were of a younger age. Majority of the people who consumed green tea were not new or recent consumers of the

product, rather they consumed green tea from a long time, some for the past 2+ years while some for the past one year. This shows that this green tea trend isn’t a recent thing to pop up in the last few months; rather it has been in the market for a long time hence.

The leading factor of consumption of green tea (as per the SPSS analysis (Chi Square Test)), were Health Benefits and Peer Influence. This shows us that people preferred green tea because of its health benefits. Many of such benefits are already highlighted in the literature review of the paper which includes its digestive benefits, anti-diabetic properties, cancer fighting properties and many others. The other leading factor which was proven in the analysis was, peer influence of the consumers. This means that, most of the people consume green tea because of the fact that their friends, colleges, family members or other people around them influence their decision making in the matter of green tea consumption. They usually aren’t the ones making the decision for the same, rather they are influenced/forced or pressured to consume the product among their peer group.

The leading brand of green tea is proven to be “Lipton Green Tea”, from the stats received from the Google charts as well as the frequency table of SPSS.

Recommendations:

This research will help find out the reasons for the dominance of green tea among the other available teas in the market.

This will further probe the interest of researchers in the area of this specific beverage as to analyze in further depths the reason for the increase in the stats for the green tea and as to why this is preferred more than other types of tea such as oolong tea or black tea or the regular milk tea. Although the literature review for this paper gives ample information regarding this stature, this will become a building block for the further research agendas because researchers will have a basis of further investigation beyond this point.

All the information provided in the literature review are quoted from recognized journals, articles newspaper readings and other sources, so the credibility of the same is unhinged, which provides a more solid base for further quotations of the same.

50 | P a g e

Appendix AQuestionnaire

Name

Age

16- 24 25-33 34-42 42-50 50+

Gender

Male Female Prefer not to say

City

Indore Bhopal

Occupation

Student Professional Service Business Freelancer Homemaker Retired

51 | P a g e

Optional – BMI

How often do you consume green tea?

Twice a day Once a day 2-3 times a week Weekly Occasionally


Since past 2+ years Since last year Few months back Recently started

When do you prefer to consume green tea? (Tick multiples if you have more than one answer)

Morning bed tea With breakfast Evening Afternoon At night before sleeping

How do you prefer to consume green tea?

With WithoutMilkSugarHoney

52 | P a g e


1 2 3 4 5Heath BenefitsPeer InfluenceNeed for immunityWeight loss propertiesAnti-oxidant properties


Organic India 24 mantra Organic Green Tea Twinning Green Tea Himalayan Green Tea Dabur Green Tea Tetley Green Tea Taj Mahal Green Tea Lipton Green Tea Any other please specify ______

Q6. How did you come to know about green tea?

(Rate the following factors from 1 to 5, 1 being the highest and 5 being the lowest)

1 2 3 4 5Media AdvertisementWord of mouthSelf-ResearchPeer InfluenceDoctor RecommendedFitness Regime

53 | P a g e

Works Cited

1. Adeyemi A Ogunleye, F. X. (Jan, 2010). Green tea consumption and breast cancer risk or recurrence: a meta-analysis. National Centre for Biotechnology Information.

2. Cameron, R. R. (May,2006). benifits of green tea. American College Of Nutrion, 22.

3. Gill Jenkins, C. J. (05 March, 2021). Tea Drinking: A Systematic Review of Randomized Controlled Trials Focusing on Human Cognition, Mental Wellbeing and Brain Function. Journal of Human Nutrition.

4. Gunnars, K. (2016, April 6). 10 Evidence-Based Benefits of Green Tea. Healthline.

5. Himanshi Vishnoi, R. B. (01 march, 2018). Green Tea and its anti oxidant properties. International journal of Pharmacognosy, 13.

6. J Steinmann, J. B. (March, 2013). Anti-infective properties of epigallocatechin-3-gallate (EGCG), a component of green tea. PubMD.

7. Jayakeerthana, S. (2016). Benifits of Green Tea. Journal of Pharmaceutical Sciences and Research, 4.

8. Kai Liu, R. Z.-Y.-D.-T. (August, 2013). Effect of green tea on glucose control and insulin sensitivity: a meta-analysis of 17 randomized controlled trials. The American Journal of Clinical Nutrition.

9. Kaitlyn E. Redford, S. R. (06 March, 2021). KCNQ5 Potassium Channel Activation Underlies Vasodilation by Tea. Cellular Physiology and Biochemistry , 19.

10. Karen. (2021`, May 10). For Immunity and Natural Weight Loss, Drink This Type of Tea, Studies Say. News Talks, p. 1.

11. Kuriyama, S. (August, 2008). The Relation between Green Tea Consumption and Cardiovascular Disease as Evidenced by Epidemiological Studies. The Journal of Nutrition .

12. Liu, Y. M. (31 July, 2017). EGCG ameliorates high fat– and high fructose induced ‐ ‐ ‐cognitive defects by regulating the IRS/AKT and ERK/CREB/BDNF signaling pathways in the CNS. The Faseb Journal.

54 | P a g e

13. Mei Chung, N. Z.-W. (04 July. 2020). Dose–Response Relation between Tea Consumption and Risk of Cardiovascular Disease and All-Cause Mortality: A Systematic Review and Meta-Analysis of Population-Based Studies. Adcances in Nutrition .

14. Monaco, E. (n.d.). Green Tea Benifits. Organic Authority, 9.

15. Norie Kurahashi, S. S. (Jan, 2008). Green Tea Consumption and Prostate Cancer Risk in Japanese Men: A Prospective Study . American Journal of Epidemiology.

16. P Elliott Miller, D. Z.-W. (February, 2017). Associations of Coffee, Tea, and Caffeine Intake with Coronary Artery Calcification and Cardiovascular Events. PubMD.

17. Qian Yi Eng, P. V. (31 August, 2017). Molecular understanding of Epigallocatechin gallate (EGCG) in cardiovascular and metabolic diseases. PubMD.

18. Rachel Huxley, D., Crystal Man Ying Lee, P., Federica Barzi, P., & al, e. (14 december, 2009). Coffee, Decaffeinated Coffee, and Tea Consumption in Relation to Incident Type 2 Diabetes Mellitus. Jama Internal Medicine.

19. Sarkar, J. (2014, july 28). Indians dip into green tea fad, sales soar. The Times of India, p. 1.

20. Sarkar, J. (2014, july 28). Indians dip into green tea fad, sales soar. The Times of India, p. 1.

21. Shinichi Kuriyama 1, T. S. (13 september, 2006). Green tea consumption and mortality due to cardiovascular disease, cancer, and all causes in Japan: the Ohsaki study. PubMD.

22. Simone Reuter, S. C. (2010). Oxidative stress, inflammation, and cancer: How are they linked? National Institute of Health.

23. Tannis Jurgens, B. M. (May, 2014). Can green tea preparations help with weight loss? Canadian Pharmacists Journal.

24. Timothy Bond, E. D. (03 october, 2019). Tea Compounds and the Gut Microbiome: Findings from Trials and Mechanistic Studies. National Centre for Biotechnology Information.

55 | P a g e

25. Tokimitsu, T. N. (06 september, 2012). A Green Tea Extract High in Catechins Reduces Body Fat and Cardiovascular Risks in Humans. Obesity- a Research Journal.

26. Yuetong Chen 1 2, Y. W. (06 June, 2017). An inverse association between tea consumption and colorectal cancer risk. National Centre for Biotechnology Information.

works cited - researchpublish.com€¦ · web view2021-08-14 · index . 05. abstract. 06....

Documents