BRIDGING THE QUALITY PERCEPTION GAP The development and market positioning of Mood – a premium wellness tea brand

Abstract

The current research was focused on the perception gap in the tea market between tea bags and loose-leaf teas, where the former is mainly positioned as a secondary alternative despite its convenience. This thesis researched precisely how the design innovation of Mood tea sticks could bridge this gap by offering the advantages of a tea bag with the premium experience of loose-leaf tea. A mixed-method design was utilized, combining qualitative interviews with quantitative surveys. Qualitative interviews examined consumer perceptions of tea quality and attitudes toward convenience versus quality. Quantitative surveys assessed consumer responses to the Mood tea stick concept and measured the impact of product design on perceived value. The study showed that the innovative tea stick design positively influenced consumer perceptions, effectively enhancing the perceived quality of a convenient tea product. Consumers were willing to pay a premium price for Mood tea sticks, indicating a market opportunity for a high-quality, convenient tea offering. The findings suggest that Mood can successfully reposition the perception of tea bags and achieve higher profit margins by targeting health conscious consumers who value both convenience and quality. Keywords: consumer perception, product innovation, tea market, premium branding, convenience