Abstract

The purpose of this study is to identify Japanese's green tea consumption preferences among young people in Taiwan between the age of 18-30 and assess the possible tea market opportunities for Japanese's green tea in Taiwan, among young people.   Questionnaire was used to collect data which were spread to 200 university students, aged between 18-30 years. Firstly, the tea product tasting survey provided four kinds of Japanese green tea. Next, the questionnaire was divided into four parts. Findings of this study show Taiwanese young people prefer taste attribute as the main factor to selecting their tea preference, to others who choose Minamisayaka mostly as their tea preference, with Benifuuki in second place. This study also aggregates the evaluation of Japanese green tea after tea tasting.

Keywords: Green tea, Taiwanese, Japanese, preference.

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