Postawy i zachowania konsumentów wobec herbat i herbatek
Consumers’ Attitudes and Behaviours towards Teas

Summary/Abstract: An aim of research was to describe consumers’ attitudes and behaviours towards teas as well as to analyse importance of the factors determining choices of this group of products. Knowledge of consumers’ behaviours in the market for tea and of the factors affecting the purchase of a specific product may be a basis for development of an efficient marketing strategy for the entities dealing with tea distribution as well as meet social expectations. The research was carried out by the method of diagnostic survey with the use of questionnaire, which covered 115 clients of shops and stores with tea in the area of the city of Bydgoszcz. As the independent variables there were taken, inter alia, sex, age and residence. Based on the findings, there was stated that consumers’ attitudes towards tea were mostly positive, what was translated into frequency of tea consumption. Most consumers reached for black and green sorts of tea as well as fruit, herbal teas and Rooibos. The main determinants of the choice of teas were, by turns, taste and flavour qualities, sort of tea, health properties, and habit. The article is of the research nature.

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