Tea Quality and Value-Added Marketing Potential of Safe and Sustainable Tea in Indian Domestic Market: Consumers Choice for Conventional vis-a-vis Sustainable Tea

Abstract

Now a days consumers are more intended to sustainable products. Especially when it is promoted as health drink, its quality and sustainable background specially the environment in which it is produced have special significance for present day consumers. This study was done to assess whether sustainable initiative in tea and value added marketing can impact the consumer behavioural pattern w.r.t. selection of sustainable product over their conventional counterpart.  The study showed that, adoption of Inhana Rational Farming Technology towards safe and sustainable tea initiatives called ‘Clean Tea Program’ has influenced tea quality specially polyphenols which have specific health relevance. On the other hand, study of value added marketing potential of safe and sustainable tea in Indian domestic market was done among people representing diversity of our social cluster in terms of age, education, professions and income. However irrespective of this variability, most people prefer ecofriendly products whereas pricing of the sustainable tea also plays a major crucial factor for final decision-making process. Education and age group have also significant influence on decision making process and at the same time different other factors viz environmental concern, health aspects, effect of electronic and social media, promotional activities and marketing offers influence consumers towards their purchasing decision. Finally it may be concluded that sustainable initiatives along with value added marketing and maintaining a competitive price range can influencing consumer’ choice. And to make the product more competitive, it will be essential to develop it under a sustainable environment and without increasing the cost of production.