EVALUATION OF CONSUMPTION HABITS IN THE TEA BEVERAGE MARKET WITH CONTENT ANALYSIS AND TEXT MINING

Abstract

Tea is a product grown in certain regions around the world and contributes to the economy of the country where it is grown. Tea is a product that is aware of and consumed by many consumers, and it is seen that different types of tea are preferred by different consumers. The aim of this study is to reveal consumers' tea consumption habits and their perceptions of tea as a product. This research is a qualitative research and in-depth interview technique was used as a data collection technique. Data on tea consumption habits were obtained from 23 different tea consumers selected by the purposeful sampling method. The data was analyzed by content analysis and text mining techniques. Findings obtained by evaluating sixteen basic categories and sub-categories reveal that consumers generally perceive black tea as a type of tea. In addition, it is seen that consumers give importance to the quality, taste, aroma, color, and clarity of the tea. While consumers stated that there are differences (such as taste, quality, packaging, and price) between tea brands, they emphasized the importance of choosing domestic tea brands.