Browsing by Author "Chitty, A."

Now showing 1 - 2 of 2
  • No Thumbnail Available
    Item
    Determinants of Ceylon Black Tea Market Penetration in Chinese Tea Market
    (Uva Wellassa University of Sri Lanka, 2016) Kirusiya, R.; Prematilake, K. G.; Amarakoon, A. M. C.; Chitty, A.
    A growing economy and a booming middle class makes China a potentially lucrative market for exporters and further, changing younger generation's preference towards black teas creates a new export wave for the black teas to China. In view of this, a study was conducted to explore the factors effect on Ceylon black orthodox tea market penetration in Chinese tea market. The data employed to analyse the factors influencing market penetration of Ceylon black orthodox tea in Chinese tea market were obtained through a questionnaire. 52 Ceylon black tea exporting companies to China were selected as the sample using simple random sampling technique. Both descriptive analysis and multiple linear regression analysis techniques were used for the analysis. The major findings of the study indicated that, the model used for the study is significant at 95% significance level. Moreover, value addition, quality of tea, recognition of brand, consumer focus, competition, promotional activities and trade barriers were identified as significant factors that affect market penetration of Ceylon black tea into Chinese tea market. In addition, value addition, quality of tea, consumer focus, competition, promotional activities and standard barriers are having positive relationships with market penetration while failure rate, recognition of brand, unit price and trade barriers are having negative relationships with the market penetration. The results will assist Ceylon tea exporters in understanding the key necessities of the Chinese tea market and thereby improving the market penetration of Ceylon black tea into Chinese tea market. Keywords: Ceylon black orthodox tea, Chinese tea market, Market penetration
  • No Thumbnail Available
    Item
    Value Addition to Off Grade Tea by Incorporating Tea Aroma
    (Uva Wellassa University of Sri Lanka, 2016) Ellepola, V.P.; Premathilake, K.G.; De Silva, P.D.P.M.P.; Chitty, A.
    Considerable amount of volatile compounds which formed up to fermentation process are lost during drying. An experiment was conducted to study how to make use of, amount of volatiles formed during fermentation process of tea to enhance the organoleptic attributes of off grade tea. Experiment was conducted at Rozella tea factory, Watawala. After extracting aromatic volatiles from fermented tea dhools, concentration of the extract, was enhanced. The developed treatment was then used to add value to off grade tea and sensory evaluation was conducted. Then moisture content of the developed teas were recorded. Off grade tea incorporated with 1% of non-concentrated volatile sample and, 0.5 % of concentrated volatile sample were identified as the best treatments. Treatments had a significant impact on the development of aroma, flavour and quality traits. Hence, the study proves that resupplying of volatile compounds to off grade tea is found to be a good approach to add value to offgrade tea. Keywords: Tea Aroma, Tea off grades, Volatile compounds, Value addition