The Consumer behavior behind the most consumed beverage in the world, Camellia sinensis : case study on French consumers
Baills, Tiphanie (2015)
Baills, Tiphanie
Turun ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015120319230
https://urn.fi/URN:NBN:fi:amk-2015120319230
Tiivistelmä
To business students and professionals alike, consumer behavior is an essential part of business, and more so for those who specialize in marketing. Knowing how to make sure your product stays in the mind of the customer is not an essay challenge. It becomes even more difficult when you are told to use anthropology together with it. We are left with something known as business anthropology.
Camelia sinensis, known to most simply as tea, has been a product that has been around for millennia. Known for its many virtues and qualities, its market keeps flourishing to this day.
Most of us however do not stop and think about this plant nor about its linkage with many different cultures. Together with consumer behavior and business anthropology, we can strive to understand the importance a product has within a certain culture. In this case study, the study subject will be the consumption of tea in France and more particularly, about French consumers.
This thesis has for goal to find a link between consumer behavior and anthropology in a business sense and use those newly found skills to analyze this cultural behavior towards a product, namely here, tea.
Camelia sinensis, known to most simply as tea, has been a product that has been around for millennia. Known for its many virtues and qualities, its market keeps flourishing to this day.
Most of us however do not stop and think about this plant nor about its linkage with many different cultures. Together with consumer behavior and business anthropology, we can strive to understand the importance a product has within a certain culture. In this case study, the study subject will be the consumption of tea in France and more particularly, about French consumers.
This thesis has for goal to find a link between consumer behavior and anthropology in a business sense and use those newly found skills to analyze this cultural behavior towards a product, namely here, tea.