A market research of Finnish consumer perception of Chinese pure tea

Abstract

Although coffee is the most popular hot drink in Finland, tea still has a development trend in Finnish culture, especially in the context of increasing consumer demand for natural, organic and healthy products. The purpose of this thesis was to explore the perception and consumption behaviour of Finnish consumers of Chinese pure tea. This study delved into the Finnish tea market, the attitudes, and behaviours of Finnish consumers towards tea consumption, and market competition, as well as focused on the attitudes and preferences of Finnish consumers towards Chinese pure tea.

The quantitative research was used to carry out the study. The theoretic background was based on the secondary sources, which are earlier studies and literatures regarding the topics. The structured questionnaire was used to collect the data. This methodology of this thesis used non-probability sampling techniques to ensure practicality. The questionnaire was distributed using a link provided through the survey management software Google Forms. This study used descriptive statistics for data computation and aimed to analyse the survey finding to achieve the research questions and objectives.

The results of this study showed that the demand of Finland for tea seems to be influenced by factors such as health awareness, taste preferences, and cultural tendencies. The trend in the tea market shows a pursuit of quality and diversity, as well as an interest in products with health value and cultural background. Furthermore, one of key findings was Finnish interest in the Chinese pure tea and their recognition of the health effects of tea, which reflected the potential opportunity for Chinese pure tea in Finnish market and provided valuable insights for entrepreneurs.